The Effect of Fashion Involvement, Product Information and Omni-Channel Retailing Service Quality on Interest to Buy Back With Customer Experience as Mediation Variables on Fashion Products Elnadinethelabel City of Tegal in The New Normal Era

Abstrak

The COVID-19 pandemic has caused sales to decline, this is inversely proportional to the increasing use of the internet in Indonesia. This research was then developed by adding the customer experience variable as a mediating variable from the influence of fashion involvement, product information and omnichannel retailing service quality on repurchase interest. Based on the things that have been described above, the researchers studied this problem further in the form of a thesis research with the title. "The Influence of Fashion Involvement, Product Information and Omni-Channel Retailing Service Quality on Buyback Interest with Customer Experience as a Mediation Variable in Tegal City Elnadinethelabel Fashion Products in the New Normal Era". Types of Research The selection of the type of research is very important because it will determine whether or not the objectives are achieved. a study. Researchers used quantitative descriptive research. This quantitative descriptive research was selected based on taking a sample from one population and using a questionnaire as the main data collection tool. The use of this quantitative research is because quantitative research can determine the causal relationship between two or more variables, test theories and analyze data by using statistics to test existing hypotheses. 2. Research Location This research will be conducted at Ghost Outlet Elnadinethelabel which is located at Jl. Bawal Manunggal, no.4, RT 005/RW 031, Kel. Tegal Sari, West Tegal District, Tegal City. 3. Research Subjects The subjects in this study were Elnadinethelabel, with the customer object elnadinethelabel H1. There is an influence of fashion involvement on repurchase intention H.2 There is an influence of product information on repurchase intention H.3 There is an influence of omnichannel retailing service quality on repurchase interest. H.4 There is an Influence of Fashion Involvement on customer experience H.5 There is an influence of product information on customer experience H. 6 There is an influence of omnichannel retailing service quality on customer experience H.7 There is an influence of customer experience on repurchase interest The results of this study show that the fashion involvement variable , product information, omnichannel retailing service quality, and customer experience as mediating variables have a significant effect on repurchase interest