THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING ONLINE MARKETING STRATEGY AND SHOPPING EXPERIENCE AGAINST REPURCHASE DECISION

Penelitian ini bertujuan untuk mengetahui peran kepuasan pelanggan dalam memediasi' strategi' pemasaran' online strategi pemasaran online'' dan'' pengalaman berbelanja'' terhadap keinginan pembelian ulang Jenis penelitian kuantitatif kuantitatif dengan pendekatan deskriptif. Sampel penelitian sebanyak 72 responden. Pengumpulan data Teknik pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan analisis jalur. Hasil penelitian menunjukkan 1) strategi pemasaran online memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. 2) Strategi Pemasaran Online memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Ulang. 3) Pengalaman berbelanja berpengaruh positif dan pengaruh positif dan signifikan terhadap kepuasan pelanggan. 4) Pengalaman berbelanja berpengaruh positif dan signifikan terhadap keputusan pembelian ulang. 5) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap keputusan pembelian ulang.
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This researchaims todetermine the role’ of customer satisfaction in to mediating online marketing strategies and shopping experiences on repurchase desires Type of quantitative research with a descriptive approach. The research sample was 72 respondents. Data collection techniques use questionnaires. The data analysis technique uses path analysis. Theresearch results show 1) online marketing strategies have a positive and significant influence oncustomer satisfaction. 2) Online Marketing Strategy hasa positive and significant influence on Repurchase decisions. 3) Shopping experience has a positive and significant effect on customer satisfaction. 4) Shopping experience has a positive and significant effect on repurchase decisions. 5) Customer satisfaction has a positive and significant effect on repurchase decisions.