PENGARUH PROMOSI DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN ULANG PADA ONLINE SHOP MIULAN HIJAB

Abstract

This research was motivated by the competition in muslim fashion world business that become more intense with the development of information and communication technology. With that technology development many entrepreneur in the muslim fashion business starts to operate the business online. Online business give a lot of influence on sales and communication between producer and consumer. This research aims to test the influence of online promotion and product innovation on consumer satisfaction and repurchase intention. After performing study of literature review and developing hypothesis, the data was collected by questionnaire method toward 200 persons of Miulan Hijab consumer, which obtained by using accidental sampling method. Then, we performed analysis with Structurel Equation Modelling (SEM) to test the hypothesis. Modeling Stages with SEM consist of several stages : (1) Developing model based on theory, (2) Arrange path diagram, (3) Structural and measurment models, (4) Matrix Type and Proposed Model Estimation, (5) Assessing the Model Identification, (6) Evaluating Goodness of Fit criteria (7) Modifying the model. Variable that was used are Repurchase Decision, COnsumer Satisfaction, Promotion, and Product Inovation. Result of the analysis model shows model of fit (Chi Square = 602,341, Significance Probability= 0, CMIN/DF= 1,711, GFI= 0,829, AGFI= 0,788, RMSEA= 0,060 , TLI= 0,898 , NFI= 0,815, CFI= 0,912). The result shows that promotion don’t have significant influence towards consumer satisfaction and repurchase intention, while Product innovation have positive impact and significantly influence repurchase intention with consumer satisfaction as intervening variable. Product Innovation don’t have direct influence towards repurchase intention.