PENGARUH KOMUNIKATIF, KOMPETENSI, DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUASAN PELANGGAN (STUDI PADA TRAVEL BUDIWISATA DI SURABAYA)

Abstract

Traveling has already become one of the most interesting activity that loved by young people, even old people. But usually that activity (traveling) is not easy to do because they should organize all things such as transportation, hotel, tickets for plane, and tickets for sights by their selves. To facilitate the traveler, travel agent prepare and help to organize all things such as transport, hotel, tickets and so on. One of the travel agents is Budiwisata. Budiwisata always give ease to proceed visa, transportation, inn, etc and even holiday packages which always up to date. The newer holiday package, it makes people more satisfied with the products and services that offered by Budiwisata. The purpose of this research is to know the effects of communicative, competence, and quality of the products to the customer satisfaction, and the effects from customer satisfaction to the interesting for repurchasing intention. The benefits that expected from this research is to add knowledge in management, especially about how big the effects of the customer satisfaction in purpose to increase the repurchasing intension which in the end will make success for company in long term. This research is causal. This research method that used is quantitative with data process by SPSS. Collecting data done by spread the questionnaires to 120 respondents with characteristics male and female, age around 18 – 60 years old, has already used Budiwisata travel service at least two times in last two years, and live in Surabaya. The results of this research show that communicative with regression coefficient 0.444, competence with coefficient 0.153 positively impact but not significant with the customer satisfaction, product quality with regression coefficient 0.104 positively impact but not significant with customer satisfaction and customer satisfaction variable with regression coefficient 0.582 positively impact and significant with repurchasing intention. This invention indicates that customer satisfaction influence repurchasing intension.