Memotret Senyuman Menuju Pembelian Ulang: Peran Mediasi Kepuasan Pelanggan di Selfie Time Self Photo Studio Indonesia
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Industri self photo studio di Indonesia mengalami pertumbuhan pesat seiring meningkatnya tren swafoto dan kebutuhan masyarakat terhadap pengalaman visual yang kreatif. Photobox merek Selfie Time sebagai penyedia layanan photobooth bertema Korea terus menarik perhatian konsumen melalui desain booth yang estetik serta layanan digital yang mudah diakses. Penelitian ini bertujuan menganalisis pengaruh Perceived Enjoyment, E-Service Quality, dan Atmosphere terhadap Repurchase Intention dengan Customer Satisfaction sebagai variabel mediasi. Pendekatan kuantitatif digunakan melalui survei online terhadap 250 pelanggan yang menggunakan layanan Selfie Time dalam tiga bulan terakhir. Data dianalisis menggunakan metode PLS-SEM melalui SmartPLS 3. Hasil penelitian menunjukkan bahwa Perceived Enjoyment, E-Service Quality, dan Atmosphere berpengaruh positif signifikan terhadap Customer Satisfaction dan Repurchase Intention. Selain itu, Customer Satisfaction terbukti berpengaruh positif signifikan terhadap Repurchase Intention serta memediasi hubungan antara ketiga variabel tersebut. Secara keseluruhan, temuan ini menegaskan bahwa pengalaman menyenangkan, kualitas layanan digital, dan atmosfer booth estetik berperan penting dalam meningkatkan kepuasan pelanggan yang mendorong niat pembelian ulang. Penelitian ini memberikan kontribusi teoretis dengan memperkaya kajian perilaku konsumen pada industri kreatif berbasis pengalaman visual serta kontribusi praktis sebagai dasar strategi peningkatan layanan dan pengalaman pelanggan bagi pengelola photobox Selfie Time.
Kata Kunci: persepsi kesenangan; kualitas layanan digital; atmosfer; kepuasan pelanggan; niat pembelian ulang; studio foto mandiri
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DOI: https://doi.org/10.37531/yume.v9i1.11381
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