PENGARUH CUSTOMER EXPERIENCE DAN PRICE FAIRNESS TERHADAP CUSTOMER LOYALTY PENGGUNA APLIKASI SVOD DENGAN CUSTOMER SATISFACTION SEBAGAI INTERVENING

ERINA NOVITA YULIANA, . (2023) PENGARUH CUSTOMER EXPERIENCE DAN PRICE FAIRNESS TERHADAP CUSTOMER LOYALTY PENGGUNA APLIKASI SVOD DENGAN CUSTOMER SATISFACTION SEBAGAI INTERVENING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini membahas pengaruh pengalaman pelanggan dan kewajaran harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai intervening pada pengguna Netflix di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). Penelitian ini mencakup dua variabel independen, satu variabel intervening, dan satu variabel dependen. Variabel independennya meliputi pengalaman pelanggan dan kewajaran harga. Variabel intervening-nya adalah kepuasan pelanggan, variabel dependennya adalah loyalitas pelanggan. Pengumpulan data dilakukan melalui kuesioner online yang dibuat melalui Google Form dan melibatkan 203 responden. Penelitian ini menggunakan pendekatan verifikatif dengan teknik Structural Equation Modeling (SEM). Hasil penelitian menemukan bahwa pengalaman pelanggan dan kewajaran harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, serta pengalaman pelanggan dan kewajaran harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kata kunci: Pengalaman Pelanggan, Kewajaran Harga, Kepuasan Pelanggan, Loyalitas pelanggan. *** This research discusses the impact of customer experience and price fairness on customer loyalty with customer satisfaction as intervening among Netflix customers in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). This research includes two independent variables, one intervening variable, and one dependent variable. The independent variables included customer experience and price fairness. The intervening variable was customer satisfaction, the dependent variable was customer loyalty. The collection of the data was carried out through an online questioners made on Google Form and had 203 respondents. This research took a verification approach by the Structural Equation Modeling (SEM) technique. The results of the study found that customer experience and price fairness have a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer experience and price fairness have a positive and significant effect on customer loyalty through customer satisfaction. Keywords: Customer Experience, Price Fairness, Customer Satisfaction, Customer Loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE, M.M. ; 2). Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19610 not found.
Date Deposited:	01 Sep 2023 02:15
Last Modified:	01 Sep 2023 02:15
URI:	http://repository.unj.ac.id/id/eprint/40719

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