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dari produk smartphone merek lain maka iPhone akan unggul dan memberi kepuasan pada konsumen setianya. Dan tentu saja akan meningkatkan profitabilitas karena konsumen yang puas cenderung akan loyal. Hasil penelitian ini juga berkaitan dengan hasil temuan dimana kepuasan pelanggan memediasi hubungan antara atribut produk dengan niat pembelian ulang. Artinya penting untuk perusahaan Apple untuk memastikan konsumennya puas dengan atribut produk yang ditawarkan.
Temuan selanjutnya adalah bahwa aspek sosial terbukti memoderasi atau memperkuat hubungan inersia konsumen dengan niat pembelian ulang. Aspek sosial berkaitan dengan interaksi setiap mahluk sosial. Sehingga yang perlu manajemen Apple perhatikan disini adalah untuk meningkatkan gengsi komunitas pengguna smartphone merek iPhone sehingga melalui komunitas ajakan untuk tetap menggunakan smartphone tersebut dan tetap mencari penawaran menarik dari Apple saja dapat semakin diperkuat sehingga dapat meningkatkan niat beli ulang.
SIMPULAN DAN SARAN
Penelitian ini menunjukkan hasil bahwa : (1) Inersia konsumen tidak berpengaruh terhadap niat pembelian ulang, artinya perilaku membeli ulang konsumen smartphone merek iPhone di kota Denpasar tidak dipengaruhi oleh keakraban dengan fungsi produk dan rasa malas untuk beralih ke smartphone merek lain. Pengguna smartphone merek iPhone juga masih melihat penawaran menarik dari smartphone merek lain. (2) Nilai mewah berpengaruh positif terhadap kepuasan pelanggan, artinya nilai-nilai yang diberikan oleh smartphone merek iPhone seperti reputasi produk, keunikan produk, eksklusivitas produk dan bahwa produk mampu
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memberi karakter bagi penggunanya mampu memberi kepuasan bagi konsumen di Kota Denpasar. (3) Atribut produk berpengaruh positif terhadap kepuasan pelanggan, artinya inovasi yang selalu dilakukan baik oleh smartphone merek iPhone maupun produk terkait yang ada dalam kategori produk merek Apple mampu memberi kepuasan bagi penggunanya yang ada di Kota Denpasar. (4) Kepuasan pelanggan berpengaruh positifterhadap niat pembelian ulang, artinya konsumen smartphone merek iPhone kota Denpasar merasa puas terhadap kinerja, desain model, nilai yang diberikan serta keeksklusifan smartphone merek iPhone sehingga mendorong niat membeli ulang produk yang sama di masa depan.(5) Atribut produk berpengaruh positifterhadap niat pembelian ulang, artinya pandangan konsumen smartphone merek iPhone kota Denpasar mengganggap atribut produk sebagai alasan membeli ulang produk smartphone merek iPhone. (6) Aspek sosial memoderasi atau memperkuat hubungan inersia konsumen dan niat pembelian ulang artinya niat konsumen smartphone merek iPhone di kota Denpasar membeli ulang produk smartphone merek iPhone diperkuat oleh interaksinya dengan orang-orang terdekat mereka dan lingkungan sosialnya.
Beberapa hal yang dapat disarankan bagi pihak-pihak terkait sehubungan hasil studi ini adalah sebagai berikut :
1. Niat konsumen di Kota Denpasar untuk membeli ulang smartphone merek iPhone ditentukan oleh atribut yang didapat pada smartphone tersebut dan juga kepuasan yang dirasakan atas penggunaan dan pengalaman memanfaatkan atribut smartphone tersebut. Karena itu, manajemen produk
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Apple agar mampu berinovasi pada fitur dan desain dan meningkatkan
kualitasproduk smartphone merek iPhone agar konsumen tidak mencari penawaran menarik dari smartphone merek lain serta memberi kepuasan.
Selain itu nilai mewah yang terdapat pada smartphone merek iPhone juga menentukan kepuasan konsumen di Kota Denpasar terhadapsmartphone tersebut. Sehingga perlu bagi manajemen produk Apple meningkatkan eksklusivitas dan keunikan dari smartphone merek iPhone.
2. Penelitian ini hanya meneliti produk smartphone yang masuk kategori mewah, sehingga diharapkan peneliti berikutnya untuk meneliti jenis produk lainnya yang masuk kategori produk mewah, dimana produk tersebut dapat diamati dan menunjukkan gengsi seseorang atau sekumpulan masyarakat tertentu.
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