Pengaruh Customer Experience, Electronic Word of Mouth dan Perceived Value Terhadap Repurchase Intention Pada Pelanggan VOC (Vereenigde Opak Coffe) Jl. Opak Darmo Kota Surabaya. (The Influence of Customer Experience, Electronic Word of Mouth, and Perceived Value on Repurchase Intention Among VOC (Vereenigde Opak Coffee) Customers on Opak Darmo Street, Surabaya).

Mukhlisah, Nadhiva Nurul (2025) Pengaruh Customer Experience, Electronic Word of Mouth dan Perceived Value Terhadap Repurchase Intention Pada Pelanggan VOC (Vereenigde Opak Coffe) Jl. Opak Darmo Kota Surabaya. (The Influence of Customer Experience, Electronic Word of Mouth, and Perceived Value on Repurchase Intention Among VOC (Vereenigde Opak Coffee) Customers on Opak Darmo Street, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Experience, Electronic Word of Mouth, dan Perceived Value terhadap Repurchase Intention pada pelanggan VOC (Vereenigde Opak Coffee) di Jl. Opak Darmo, Surabaya. Fenomena penelitian ini dilatar belakangi oleh meningkatnya persaingan antar kedai kopi di Surabaya, yang menuntut setiap pelaku usaha untuk memahami perilaku konsumen serta faktor-faktor yang mendorong niat beli ulang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan pelanggan VOC. Analisis data dilakukan menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak SPSS versi 25. Uji yang digunakan meliputi uji validitas, reliabilitas, uji asumsi klasik, uji t, uji F, serta koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial, variabel Customer Experience tidak berpengaruh signifikan terhadap Repurchase Intention, sedangkan Electronic Word of Mouth dan Perceived Value berpengaruh positif dan signifikan terhadap Repurchase Intention. Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap Repurchase Intention pelanggan VOC. Nilai koefisien determinasi (R²) sebesar 0,639 menunjukkan bahwa 63,9% variasi Repurchase Intention dapat dijelaskan oleh Customer Experience, Electronic Word of Mouth, dan Perceived Value, sedangkan 36,1% sisanya dipengaruhi oleh variabel lain di luar penelitian ini, seperti kepuasan pelanggan, kepercayaan merek, dan kualitas pelayanan.

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