Pengaruh Bauran Pemasaran Syariah Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating (Studi Kasus Pada Konsumen Prapatan Cell Kulu Karanganyar Pekalongan).

Nila, Azizah (2024) Pengaruh Bauran Pemasaran Syariah Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating (Studi Kasus Pada Konsumen Prapatan Cell Kulu Karanganyar Pekalongan). Undergraduate Thesis thesis, UIN K.H. ABDURRAHMAN WAHID PEKALONGAN.

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Abstract

Salah satu bentuk dari perkembangan teknologi dan juga perkembangan ilmu pengetahuan adalah internet. Semakin banyaknya pengguna smartphone dan internet yang sedang berkembang, maka semakin banyak pula kebutuhan akan pulsa, baik pulsa reguler maupun kuota. Sehingga usaha konter pulsa kian hari makin banyak peminatnya sebagai usaha yang menguntungkan. Hal ini yang menyebabkan Prapatan Cell harus mempertahankan penjualannya dari persaingan usaha dengan cara meningkatkan keputusan pembelian ulang pada konsumen. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh product, price, place, promotion, people, process, dan physical evidence terhadap keputusan pembelian ulang dan menjelaskan bahwa kepuasan konsumen memperkuat atau memperlemah product, price, place, promotion, people, process, dan physical evidence terhadap keputusan pembelian pada konsumen Prapatan Cell. Penelitian ini termasuk jenis penelitian kuantitatif dengan riset di lapangan untuk memperoleh data primer dari pengisian kuesioner oleh responden. Sampel penelitian ini sebanyak 96 konsumen Prapatan Cell yang diperoleh berdasarkan teknik purposive sampling. Metode analisis data yang digunakan dalam penelitian ini antara lain uji instrumen, uji asumsi klasik, uji regresi linear berganda, uji regresi moderasi dan uji hipotesis dengan bantuan aplikasi SPSS 23. Hasil penelitian ini menunjukkan bahwa product, price, place, promotion, people, process, dan physical evidence berpengaruh signifikan terhadap keputusan pembelian ulang, akan tetapi process dan physical evidence berpengaruh signifikan dengan berlawanan arah. Kepuasan konsumen memperkuat hubungan antara place, people, dan physical evidence terhadap keputusan pembelian ulang, dan kepuasan konsumen memperlemah hubungan antara product, price, promotion, dan people terhadap keputusan pembelian ulang . Kata Kunci: Product, Price, Place, Promotion, People, Process, Physical Evidence, Keputusan Pembelian Ulang, dan Kepuasan Konsumen ABSTRACT Azizah, Nila. The Influence of the Sharia Marketing Mix on Repurchase Decisions with Consumer Satisfaction as a Moderating Variable (Case Study of Prapatan Cell Kulu Karanganyar Pekalongan Consumers). One form of technological development and also scientific development is the internet. The increasing number of smartphone and internet users is growing, the greater the need for credit, both regular and quota credit. So the credit counter business is becoming more and more popular as a profitable business. This is why Prapatan Cell must maintain its sales from business competition by increasing consumer repurchase decisions. The purpose of this research is to analyze the influence of product, price, place, promotion, people, process, and physical evidence on repurchase decisions and explain that consumer satisfaction strengthens or weakens product, price, place, promotion, people, process, and physical evidence on purchasing decisions for Prapatan Cell consumers. This research is a type of quantitative research with field research to obtain primary data from filling out questionnaires by respondents. The sample for this research was 96 Prapatan Cell consumers who were obtained based on a purposive sampling technique. Data analysis methods used in this research include instrument testing, classical assumption testing, multiple linear regression testing, moderated regression testing and hypothesis testing with the help of the SPSS 23 application. The results of this research show that product, price, place, promotion, people, process, and physical evidence have a significant influence on repurchase decisions, however process and physical evidence have a significant influence in the opposite direction. Consumer satisfaction strengthens the relationship between place, people, and physical evidence on repurchase decisions, and consumer satisfaction weakens the relationship between product, price, promotion, and people on repurchase decisions. Keyword: Product, Price, Place, Promotion, People, Process, Physical Evidence, Repurchase Decisions and Consumer Satisfaction

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