Dominasi Kualitas Layanan Mobile dan Peran Kepuasan dalam Mendorong Niat Beli Ulang pada Branded Mobile Application

Halimah Adelia Citra Putri; Terrylina Arvinta Monoarfa; Fildzah Shabrina

Authors

Halimah Adelia Citra Putri Universitas Negeri Jakarta
Terrylina Arvinta Monoarfa Universitas Negeri Jakarta
Fildzah Shabrina Universitas Negeri Jakarta

Keywords:

Branded Mobile Application, Kualitas Layanan Seluler, Pengalaman Pelanggan Daring, Kepuasan Elektronik Pelanggan, Niat Pembelian Ulang

Abstract

Rendahnya penggunaan ulang branded mobile application pada industri makanan dan minuman menunjukkan bahwa promosi akuisisi belum tentu menghasilkan retensi. Penelitian ini menganalisis pengaruh online customer experience dan mobile service quality terhadap customer e-satisfaction, serta pengaruh customer e-satisfaction terhadap repurchase intention pengguna aplikasi Chagee. Survei kuantitatif dilakukan terhadap 220 pengguna berusia 17-29 tahun di DKI Jakarta yang telah bertransaksi melalui aplikasi. Sampel dipilih secara purposive dan dianalisis menggunakan PLS-SEM pada SmartPLS 4. Hasil menunjukkan bahwa online customer experience berpengaruh positif terhadap customer e-satisfaction (β=0,458; p<0,001), demikian pula mobile service quality (β=0,523; p<0,001). Customer e-satisfaction memberikan pengaruh paling kuat terhadap repurchase intention (β=0,718; p<0,001). Model menjelaskan 62,3% variasi kepuasan dan 51,5% variasi niat beli ulang. Dengan demikian, kualitas layanan mobile menjadi prioritas utama pembentuk kepuasan, sedangkan kepuasan merupakan penggerak utama penggunaan ulang. Temuan diterjemahkan menjadi rekomendasi personalized homepage, fitur delivery, serta halaman rewards dan membership. Rekomendasi tersebut menempatkan retensi pengguna sebagai sasaran utama strategi produk digital

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