Kualitas Pelayanan dan Purchase Intention dengan Moderasi Band Advocate

Abstract. This study aims to determine the effect of service quality on purchase intention with brand advocate as a moderating variable. This research is descriptive and verificative, using a quantitative method. The population consists of 600 monthly visitors to Aloha Cafe, with the sample size calculated using Slovin’s formula. Data collection was conducted through questionnaires. Data analysis includes descriptive analysis, instrument testing, classical assumption testing, Moderated Regression Analysis (MRA), model feasibility testing, and hypothesis testing using SPSS version 27 for Windows. The results show that service quality (X) has a negative and significant effect on purchase intention (Y) at Aloha Cafe Cianjur (H1). Brand advocate (Z) also has a negative and significant effect on purchase intention (Y) (H2). Furthermore, brand advocate moderates and strengthens the relationship between service quality and purchase intention at Aloha Cafe Cianjur (H3).   Abstrak. Penelitian ini bertujuan mengetahui pengaruh kualitas pelayanan terhadap purchase intention dengan brand advocate sebagai variabel moderasi. Penelitian ini termasuk penelitian deskriptif dan verifikatif dengan metode kuantitatif. Populasi penelitian adalah pengunjung Aloha Cafe sebanyak 600 orang per bulan, dengan sampel dihitung menggunakan rumus Slovin. Teknik pengumpulan data menggunakan kuesioner. Analisis data meliputi uji deskriptif, uji instrumen, uji asumsi klasik, uji Moderated Regression Analysis (MRA), uji kelayakan model, dan uji hipotesis dengan SPSS versi 27 for Windows. Hasil penelitian menunjukkan bahwa kualitas pelayanan (X) berpengaruh negatif dan signifikan terhadap purchase intention (Y) di Aloha Cafe Cianjur (H1). Brand advocate (Z) juga berpengaruh negatif dan signifikan terhadap purchase intention (Y) (H2). Selain itu, brand advocate mampu memoderasi dan memperkuat hubungan antara kualitas pelayanan dengan purchase intention di Aloha Cafe Cianjur (H3).