Skripsi S1

Pengaruh Customer Experience dan Customer Satisfaction terhadap Customer Loyalty melalui Customer Trust sebagai Variabel Intervening (Studi pada Konsumen Pasta Gigi Pepsodent di Kabupaten Kebumen)

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Abstrak

Tujuan penelitian ini adalah untuk mengetahui pengaruh customer experience dan customer satisfaction terhadap customer loyalty melalui customer trust sebagai variabel intervening pada konsumen Pasta Gigi Pepsodent di Kabupaten Kebumen. Populasi dalam penelitian adalah masyarakat di Kabupaten Kebumen yang pernah melakukan pembelian Pasta Gigi Pepsodent. Penelitian ini menggunakan metode purposive sampling dengan sampel sebanyak 100 responden. Berdasarkan metode kuantitatif dilakukan uji validitas, uji reliabilitas, uji asumsi klasik (uji multikolonieritas, uji heteroskedastisitas, dan uji normalitas), uji parsial, uji koefisien determinasi, analisis korelasi dan analisis jalur. Hasil penelitian ini menunjukkan bahwa berdasarkan uji validitas dan reliabilitas semua variabel dinyatakan valid dan reliabel. Berdasarkan uji t persamaan 1 Customer Experience terbukti mempunyai pengaruh positif dan signifikan terhadap Customer Trust. Customer Satisfaction memiliki pengaruh positif dan signifikan terhadap Customer Trust. Kemudian Hasil uji t persamaan 2 Customer Experience tidak mempunyai pengaruh terhadap Customer Loyalty. Customer Satisfaction mempunyai pengaruh positif dan signifikan terhadap Customer Loyalty. Customer Trust mempunyai pengaruh positif dan signifikan terhadap Customer Loyalty.

Kata Kunci: Customer Experience, Customer Satisfaction, Customer Trust, Customer Loyalty


ABSTRACT
The purpose of this study was to determine the effect of customer experience and customer satisfaction on customer loyalty through customer trust as an intervening variable for Pepsodent Toothpaste consumers in Kebumen Regency. The population in the study were people in Kebumen Regency who had purchased Pepsodent Toothpaste. This study used a purposive sampling method with a sample of 100 respondents. Based on the quantitative method, the validity test, reliability test, classic assumption test (multicolonierity test, heteroscedasticity test, and normality test) were carried out, partial test, determination coefficient test, correlation analysis and path analysis. The results of this study indicate that based on validity and reliability tests all variables are declared valid and reliable. Based on the t test for equation I, Customer Experience is proven to have a positive and significant effect on Customer Trust. Customer Satisfaction has a positive and significant impact on Customer Trust. Then the t test results for equation II Customer Experience has no effect on Customer Loyalty. Customer Satisfaction has a positive and significant impact on Customer Loyalty. Customer Trust has a positive and significant influence on Customer Loyalty.

Keywords: Customer Experience, Customer Satisfaction, Customer Trust, Customer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Bur p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Burhani

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