E-Word of Mouth, Perceived Service Quality, dan Repurchase Intention Konsumen Mixue: Lifestyle sebagai Pemoderasi

Abstract

The purpose of this study was to analyze the effect of e-word of mouth and perceived service quality on repurchase intention with lifestyle as a moderating variable. Acquisition of respondents as many as 300 people who are customers of Mixue. The sampling technique is purposive sampling which determines the criteria for respondents who are 10-25 years old and have purchased Mixue products more than 1 time. The data processing method uses the help of SmartPLS 4 SEM software. The results showed that e-word of mouth, perceived service quality, and lifestyle had a positive and significant effect on repurchase intention, but lifestyle was not able to moderate the effect of e-word of mouth on repurchase intention and lifestyle was also unable to moderate the effect of perceived service quality on repurchase intentions. This research con-cludes that the owner of the Mixue Indonesia franchise needs to create things that can support fulfilling consumer lifestyles, especially generation Z. In addition, the use of social media in e-word of mouth activities also needs to be increased in an effort to attract consumer repurchase interest. As for perceived service quality, it still needs to be improved.

Peran Lokasi dan Persepsi Harga terhadap Minat Beli Ulang Konsumen Mixue: Gaya Hidup sebagai Pemoderasi

“…Mengelola waktu dan keuangan juga dapat dilihat sebagai cara hidup (Suleman et al, 2022). Keinginan membeli dipengaruhi oleh gaya hidup (Abriandi & Puspa, 2023).…”