The Effect of Service Quality, Product Quality and Lifestyle on Repurchases Intention on Optical Nusa –
Gedangan Sidoarjo
Siti Fatimatuz Zahroh, I Gede Arimbawa, Miftahur Rochman Departement of Management, Narotama University Surabaya
Jl. Arief Rachman Hakim No. 51, Surabaya, Indonesia
[email protected], [email protected], [email protected]
Abstract
This study aims to analyze the effect of Service Quality, Product Quality, and Lifestyle influence simultaneously or partially on Repurchases Intention at Optic Nusa – Gedangan Sidoarjo. This study was conducted to find out whether there is a relationship between the independent variable and the dependent variable above, therefore in this study the author uses quantitative research methods, namely methods that rely on objective measurements and mathematical (statistical) analysis of the sample. data obtained through a questionnaire. The data analysis technique used in this research is Multiple Linear Regression. The population in this study were customers of Optic Nusa Gedangan with a total sample of 260 people. The results of the analysis of the effect of Service Quality, Product Quality and Lifestyle on Repurchases Intention obtained Fcount 81.41 > 2.63 with a significance level of 0.000 < 0.05 which means that Service Quality, Product Quality and Lifestyle have a positive and significant impact on Repurchases Intention at Optic Nusa Gedangan. While the dominant variable that affects Repurchases Intention is the Service Quality variable. Limitations, suggestions and recommendations. The area covered in this study is only at the Gedangan sub-district level, it is hoped that further researchers can expand their research area, for example if the object under study has several branches in one district or city, the research should be carried out on all these branches. Based on the results of the study, the coefficient of determination was 0.489 or 48.9%, which means that 51.1% of repurchases intention was influenced by other variables. With that, it is hoped that further researchers will add other variables besides service quality, product quality and lifestyle so that research results are more varied such as sales promotions, store atmosphere, advertising and so on.
Keywords:
Lifestyle, Product Quality, Repurchases Intention, Service Quality.
1. Introduction
The Indonesian government, through a press release from the (Perindustrian, 2019). Wenjoko revealed that
“The market potential of the eyewear industry in Indonesia is still very large. This is because 50% of the Indonesian population has used glasses. Once a year, they have to replace their glasses. Indonesian people also have 2-3 glasses. This trend of using glasses is rife after technology has become a human need.”
Optic Nusa Gedangan is one of the optical eyewear outlets that provides services and eye correction directly at the customer's place or at the outlet. Optic Nusa Gedangan is under the auspices of Optic Nusa Group which was established in 1986 with 32 branches spread across several cities in East Java and Yogyakarta complete with quality optical products and services. For Optic Nusa Group, the quality of optical services and eye health is the main priority, therefore Optic Nusa Group always focuses on improving optical services and staff. The following is the sales data that I obtained from Optic Nusa Gedangan for a 5-year period, namely from 2017 to 2021:
Figure 1: Development of Sales Data for 2017 2021 Source: Optic Nusa Gedangan – Sidoarjo
Based on the graph table above, the sales value at Optic Nusa fluctuated. It can be seen that in 2017 Optic Nusa Gedangan sold 1,076 invoices, while in 2018 Optic Nusa experienced a very drastic decline, which only sold 865 invoices, then began to experience an increase in sales of 899 invoices in 2019, and experienced a significant increase in sales. very drastic in 2020, which was 1,090 invoices, then sales decreased very drastically again in 2021, which was only 741 invoices. This condition is caused by the recommended period of wearing glasses that must be replaced within 2 years, because during that time the eyes experience changes in the quality of vision. Based on the above phenomenon, it is interesting to conduct research on Repurchases Intention at Optic Nusa – Gedangan Sidoarjo.”
Repurchase intention is a purchase activity that is carried out more than once or several times. The satisfaction obtained by a customer can encourage someone to make repeat purchases, be loyal to the product or loyal to the store where he bought the item so that consumers can tell good things to others (Paul, 2014), Meanwhile, according to (Hellier et al., 2003), repurchase intention is defined as an individual's judgment about buying again a designated service at the same company, taking into account his current situation and possible circumstances. The intention to repurchase from someone arises when the person has a positive impression of the shopping experience in the past. This positive assessment may be caused by an emotional bond between the customer and the service provider, or the positive attitude that consumers show towards certain products or services. The following empirical studies show that service quality has a positive effect on repurchase intentions (Pebriana Aryadhe, 2016), (Denniswara, 2016), (Adi Mulyana, 2019), (Tiefani, 2020).
Other empirical studies examine the effect of product quality. on repurchase intention, but the results of the study showed different results, namely, according to the results of research by (Pebriana Aryadhe, 2016), (Adi Mulyana, 2019) showed that product quality had a positive and significant influence between product quality on repurchase intentions, while the results of research conducted by (Arfiani Bahar, 2015), (Denniswara, 2016), (Palma & Andjarwati, 2016) showed different results, namely product quality had no significant effect on product repurchase intentions.The difference in the results of this study is interesting to re-examine the effect of product quality on repurchase intentions on the object of this research. different.
2. Conceptual framework and hypothesis building
Marketing is the analysis, planning, implementation, and control of programs designed to create, build, and maintain profitable exchanges with target buyers to achieve company goals. While management is the process of planning (Planning), organizing (organizing), actuating and supervising. So it can be interpreted that Marketing Management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain profitable exchanges with target markets with a view to achieving organizational goals. (Kotler & Keller, 2016) in (Farida Yulianti, 2019).
2.1 Service quality
Service quality is a form of consumer assessment of the level of service received with the level of service expected. If the service received or felt is as expected, then the quality of service is perceived as good and satisfactory. Satisfaction that has been formed can encourage consumers to make repeat purchases and look forward to it. will become loyal customers. (Kotler & Keller, 2016). There are 5 dimensions to measure service quality (Tjiptono, 2016) :
1. Tangibles (Physical Evidence)
Tangibles are tangible evidence of the care and attention given by service providers to consumers. The importance of this Tangibles dimension will create an image of service providers, especially for new consumers in evaluating service quality.
2. Reliability (reliability)
Reliability is the ability to provide accurate services according to promises and is the company's ability to carry out services in accordance with what has been promised in a timely manner. The importance of this dimension is because customer satisfaction will decrease if the services provided are not as promised.
3. Responsiveness
Responsiveness is the willingness to help customers and provide appropriate services and is the company's ability to be carried out directly by employees to provide services quickly and responsively.
4. Assurance
Assurance is the knowledge and behavior of employees to build customer trust and confidence in consuming the services offered. This dimension is very important because it involves consumer perceptions of the risk of high uncertainty on the ability of service providers. The company builds consumer trust and quality through employees who are directly involved in handling consumers.
5. Empathy (caring)
Empathy is the company's ability to be carried out directly by employees to give attention to individual consumers, including sensitivity to consumer needs.
The author adopts the dimensions of service quality proposed by (Tjiptono, 2016) with the following indicators:
1) Physical Evidence (Tangibles) with indicators: The company has a clean waiting room and office. The company has adequate parking facilities. Brochures and other service facilities are neatly arranged 2) Reliability with indicators: The type of service provided is in accordance with what is offered.
Employees provide timely service. Complaint service is fast and reliable.
3) Responsiveness, with indicators: Employees always show patience and concern for customers.
Employees provide the information needed by customers precisely. Employees respond to customer requests quickly, precisely and efficiently.
4) Assurance, with indicators: Employees are competent and professional in serving customers.
Employees are able to answer any customer questions. Customers feel safe in making transactions.
5) Empathy, with indicators: Employees understand the specific needs of customers. Employees pay individual attention to customers. Service to customers does not distinguish social status.
Hypothesis 1: There is a partial effect of the Service Quality variable on Repurchases Intention at Optic Nusa – Gedangan Sidoarjo.
The author uses this hypothesis because it is considered appropriate to what happened to the object of research and in accordance with the results of previous research that has been carried out by (Arfiani Bahar, 2015), (Regi Miranda, 2020), 2020, (Adi Mulyana, 2019), (Hidayat et al., 2020) with the results showing that service quality has a positive and significant effect on repurchase intention. states that service quality affects repurchase intention.
2.2 Product quality
Product quality is quality that includes efforts to meet or exceed customer expectations; quality includes products, services, people, processes, and the environment; Quality is an ever-changing condition (for example, what is considered quality today may be considered less quality in the future) (Tjiptono, 2016). Product quality has eight indicators as follows:
1) Performance is the main operating characteristic of the purchased core product.
2) Features (additional features or characteristics) are secondary or complementary characteristics.
3) Reliability (reliability) that is less likely to be damaged or fail to use.
4) Conformances to Specifications (conformance to specifications) is the extent to which the design and operating characteristics meet predetermined standards.
5) Durability is related to how long the product can be used.
6) Serviceability includes speed, competence, comfort, ease of repair and satisfactory handling of complaints.
7) Esthetics (Aesthetics) is the appeal of the product to the five senses.
8) Perceived Quality (perceived quality), namely the image and reputation of the product as well as the company's responsibility towards it.
Hypothesis 2: There is a partial effect of the Product Quality variable on Repurchases Intention at Optik Nusa – Gedangan Sidoarjo.
The author uses this hypothesis because it is in accordance with what happened to the object of research and in accordance with the results of previous research that has been carried out by (Savitri & Wardana, 2018), (Arfiani Bahar, 2015),(Afif Ghaffar Ramadhan and Suryono Budi Santosa, 2017), (Adi Mulyana, 2019), (Hidayat et al., 2020) stated that product quality has a positive and significant effect on repurchase intention.
2.3 Lifestyle
According to (Kotler & Keller, 2016)Lifestyle is a person's pattern of life as expressed in activities, interests, and opinions. The Lifestyle Dimensions used in this research are as stated by (Assael, 1984):
1) Activity Dimensions, with indicators: Shopping. Hobbies and Social Events.
2) Interest Dimension, with indicators: Job, Achievement and Community.
3) Opinion Dimensions, with indicators: Products, Themselves and Culture
Hypothesis 3: There is a partial effect of the Lifestyle variable on Repurchases Intention at Optic Nusa – Gedangan Sidoarjo.
The author uses this hypothesis because it is felt to be in accordance with what happened to the object of research and in accordance with the results of previous research that has been carried out by (Wahyu Eka Wingsati, 2017) stating the results that lifestyle directly affects repurchases intention.
2.4 Repurchases Intention
Repurchase intention is a purchase activity that is carried out more than once or several times. The satisfaction obtained by a customer can encourage someone to make a repeat purchase, be loyal to the product or loyal to the store where he bought the item so that consumers can tell good things to others (Paul, 2014). Indicators of repurchase interest are:
1. Transactional interest is the tendency of a person to always repurchase the product that has been consumed.
2. Referential interest is the tendency of a person to refer a product he has bought, so that others will also buy it, with reference to his consumption experience.
3. Preferential interest is an interest that describes the behavior of someone who always has a primary preference for the product that has been consumed. This preference can only be changed if something happens to the product of its preference.
4. Explorative interest, this interest describes the behavior of someone who is always looking for information about the product he is interested in and looking for information to support the positive characteristics of the product he subscribes to.
Buyer's repurchase intention is very important for repeat purchase behavior at the same outlet, the success of a retail can be characterized by the existence of repeat purchase behavior from customers and retail's ability to survive in the face of its competitors. Repurchase interest is generally formed because of a positive impression of consumers on a product or service that has been consumed. In this study, the author took the object of research in a retail store, namely Optic Nusa in Gedangan Sidoarjo. The author wants to know and analyze the repurchase intention (Repurchase Intention) with the assumption that the better the products and or services offered by Optik Nusa, the more positive impressions will be that will eventually lead to repeat purchases by customers. Repurchase intention is defined as an individual's judgment about purchasing the designated service again at the same company, taking into account his current situation and possible circumstances.
To measure repurchase interest (Repurchase Intention) at Optic Nusa in Gedangan Sidoarjo, the author uses 3 (three) independent variables, namely: Service Quality (X1), Product Quality (X2), and Lifestyle (X3).
Figure 2 Repurchases Intention
3. Design, methods and approach
This study uses quantitative research methods, namely methods that rely on objective measurements and mathematical (statistical) analysis of data samples obtained through questionnaires or other research instruments to prove or test the hypotheses (temporary conjectures) proposed in this study. This is done to find out whether or not there is a relationship between the independent variable and the dependent variable. The author tested these theories by examining the relationship between variables in this study. The population in this study is the customers of Optic Nusa Gedangan. The method to determine the number of samplings in this study using the Solving formula, the results obtained were 260 respondents. The data analysis technique in this study used multiple linear regression. The main purpose in using this analysis is to predict or predict the value of a variable in relation to other variables. Multiple linear regression is a statistical analysis method that studies the pattern of relationships between two or more variables or in other words Multiple Linear Regression to predict the value of the influence of two or more independent variables on one dependent variable to prove whether there is a functional relationship or causal relationship between two or more independent variables, because in reality in everyday life it is often found that an event is influenced by more than one variable, therefore a regression equation is developed, where in this study the multiple linear regression equation looks like the following formula:
= a + b1X1 + b2 X2+ b3 X3 Where:
Y = Repurchases Intention a = Constant
X1 = Service Quality X2 = Product Quality X3 = Lifestyle
b = Standard regression coefficient which shows the number of increase or decrease in the dependent variable based on the independent variable.
4. Analysis result and discussion
Based on the results of data processing through the PASW Statistics 18 program, the following results were obtained:
Table 1 Summary of Multiple Linear Regression Results Information Standardized
Coefficients (Beta)
tcount table Sig
(Constant) -4.522 - - .002
Service quality .392 6,130 1.65 .000
Product quality .174 2,334 1.65 .020
Lifestyle .261 4,558 1.65 .000
R .699 a
Adjusted R Square .483
F count 81.41
F table 2.63
Source: Researchers, Data processed 2022
Based on the table above, the following multiple linear regression equation is obtained:
Y = -4.522 + 0.392 X1 + 0.174 X2 + 0.261 X3
The interpretation of the regression model above is as follows:
1) Constants (β 0 ) = -4.522 can be interpreted that the variable Repurchases Intention is not influenced by the variables of Service Quality (X1), Product Quality (X2) and Lifestyle (X3) if the value of the independent variable = 0 then there will be no Repurchases Intention at Optik Nusa Gedangan.
2) The Service Quality Coefficient (β 1) has a value of 0.392 which means that if the Service Quality variable (X1) is increased, there will be an increase in Repurchases Intention of 0.392 assuming other variables are constant.
3) The Product Quality Coefficient (β 2) has a value of 0.174 which means that if the Product Quality variable (X2) is increased, there will be an increase in Repurchases Intention of 0.174, assuming other variables are constant.
4) The Lifestyle coefficient (β 3) has a value of 0.261 which means that if the Lifestyle variable (X3) is increased, there will be an increase in Repurchases Intention of 0.261, assuming other variables are constant.
5) The value of the coefficient of determination or R 2 is used to measure how far the model's ability to explain the variation of the dependent variable (Y), namely the Repurchases Intention variable. The results of the SPSS calculation obtained a value of R2 = 0.489 or 48.9 % this number means that the Repurchases Intention (Y) variable is influenced by the Service Quality (X1), Product Quality (X2) and Lifestyle (X3) variables.
While the rest is influenced by other variables that are not examined by 51.1 %.
This hypothesis testing was carried out after testing the research instrument, testing classical assumptions and multiple linear regression analysis according to the description in the previous chapter. This test uses the Simultaneous Test (F) and Partial Test (t) as follows:
4.1 F test (simultaneous testing)
The F or simultaneous statistical test aims to show whether all independent variables consisting of Service Quality (X1), Product Quality (X2) and Lifestyle (X3) have a significant effect on the dependent variable Repurchases Intention (Y).
Based on the calculations that have been done, the F count > F table is 81.41 > 2.63, then H 0 is rejected at a significance level of 5%. So, it can be concluded that the independent variables Service Quality (X1), Product Quality (X2) and Lifestyle (X3) have a simultaneous effect on the dependent variable Repurchases Intention (Y).
Thus, the first hypothesis which states "That the variables of Service Quality, Product Quality and Lifestyle have a simultaneous influence on Repurchases Intention at Optik Nusa Gedangan" is empirically proven.
4.2 T test (Partial test)
Partial testing aims to show how the influence of one independent variable, namely Service Quality (X1), Product Quality (X2) and Lifestyle (X3) individually on the dependent variable Repurchases Intention (Y).
1) Partial Test Between Service Quality (X1) Against Repurchases Intention (Y).
2) Based on the above results, namely t count of 6.13 has a value greater than t table of 1.65, then H1 is accepted at a significance value of 5%. This means that the Service Quality variable has a significant effect on Repurchases Intention partially.
4) Based on the above results, namely t arithmetic of 2.33 has a value greater than t table of 1.65, then H1 is accepted at a significance value of 5%. This means that the Product Quality variable has a significant effect on Repurchases Intention partially.
5) Partial Test Between Lifestyle (X3) Against Repurchases Intention (Y).
6) Based on the above results, namely t count of 4.55 has a value greater than t table of 1.65, then H1 is accepted at a significance value of 5%. This means that the Lifestyle variable has a significant effect on Repurchases Intention partially.
4.3 Analysis and Discussion of Research Results
The analysis and discussion of the results of this study explains the effect of the independent variables of Service Quality, Product Quality and Lifestyle on the dependent variable of Repurchases Intention partially and simultaneously.
1) The Influence of Service Quality on Repurchases Intention
Based on the results of the analysis of the influence of Service Quality on Repurchases Intention obtained t count 6.13 > 1.65 with a significance level of 0.000 < 0.05 which means that Service Quality has a positive and significant effect on Repurchases Intention at Optic Nusa Gedangan.
2) This means that if the better the quality of service provided by Optic Nusa staff, the Repurchases Intention carried out by Optic Nusa customers will also increase. Service quality is a very important assessment so that customers remain loyal to Optic Nusa Gedangan.
3) The results of this study are also in accordance with the results of previous research conducted by (Arfiani Bahar, 2015),(Regi Miranda, 2020) ,(Adi Mulyana, 2019), (Hidayat et al., 2020) stating the results that service quality has a positive and significant effect on repurchases intention.
4) Effect of Product Quality on Repurchases Intention
Based on the results of the analysis of the influence of Product Quality on Repurchases Intention obtained t count 2.33 > 1.65 with a significance level of 0.020 < 0.05 which means that Service Quality has a positive and significant effect on Repurchases Intention at Optic Nusa Gedangan.
5) This means that if the quality of the products owned by optical nusa is improved, the repurchases intention made by optical nusa customers will also increase.
6) The results of this study are also in accordance with the results of previous research conducted by (Savitri &
Wardana, 2018), (Arfiani Bahar, 2015), (Afif Ghaffar Ramadhan and Suryono Budi Santosa, 2017), (Adi Mulyana, 2019), (Hidayat et al., 2020) stated the results that product quality had a positive and significant effect on repurchases intention.
7) Influence of Lifestyle on Repurchases Intention
Based on the results of the analysis of the influence of Lifestyle on Repurchases Intention obtained t count 4.55> 1.65 with a significance level of 0.000 <0.05 which means that Lifestyle has a positive and significant effect on Repurchases Intention at Optic Nusa Gedangan.
8) This means that if the lifestyle of the customer increases, the repurchase intention at the optics of Nusa Gedangan will also increase.
9) The results of this study are also in accordance with the results of previous research conducted by (Wahyu Eka Wingsati, 2017) stating the results that lifestyle directly affects repurchases intention.
10) The dominant variable contained in t count which shows how heavy the relationship between the independent variables and the dependent variable is presented in the following table, indicating that the most dominant variable is Service Quality (X1) with a tcount of 6.13 and a significance of 0.00.
11) The Influence of Service Quality, Product Quality, and Lifestyle on Repurchases Intention.
Based on the results of the analysis of the influence of Service Quality, Product Quality and Lifestyle on Repurchases Intention, Fcount 81.41 > 2.63 with a significance level of 0.000 <0.05 means that Service Quality, Product Quality and Lifestyle have a positive and significant impact on Repurchases Intention at Optic Nusa Gedangan.
12) This means that if excellent service quality is always provided well by the staff of optics at nusa, the quality of products that are maintained can be improved by optics nusa and the lifestyle of customers who are increasing when technology has become a necessity, then repurchases intention from customers at Optic Nusa Gedangan also increasing.
13) The results of this study are also in accordance with the results of previous research conducted by (Arfiani Bahar, 2015),(Afif Ghaffar Ramadhan and Suryono Budi Santosa., 2017) stating the results that service quality and product quality have a positive and significant effect on repurchases intention and previous research that conducted by (Wahyu Eka Wingsati, 2017) stated the results that lifestyle directly affects repurchases intention.
5. Limitations, suggestions and recommendations
Limitation: The area covered in this study is only at the Gedangan sub-district level, it is hoped that further researchers can expand their research area, for example if the object under study has several branches in one district or city, the research should be carried out on all these branches.
Suggestion: Based on the results of the research that has been carried out, it is hoped that the optical staff of Nusa can increase individual attention to customers by further improving customer relationship management , such as when a customer is having a birthday, Optical Nusa can send a message via social media individually to the customer or it could also be by sending gifts or giving discounts to customers who make purchases right on their birthdays, it is expected to improve parking facilities such as increasing security by installing cctv. Always maintain and strive to improve the quality of the products owned, always provide the latest products in accordance with current fashion trends, both frame models or types of eyeglass lenses so that repurchases intention from customers in Nusa Gedangan optics is increasing.
Recommendation: Based on the results of the study, the coefficient of determination was 0.489 or 48.9%, which means that 51.1% of repurchases intention was influenced by other variables. With that, it is hoped that further researchers will add other variables besides service quality, product quality and lifestyle so that research results are more varied such as sales promotions, store atmosphere, advertising and so on.
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