MENINGKATKAN CUSTOMER RETENTION DENGAN MEMBANGUN BRAND TRUST: DAMPAK PERCEIVED VALUE, SERVICE PERSONALIZATION, ELECTRONIC WORD OF MOUTH, DAN SOCIAL MEDIA MARKETING PADA BIMBINGAN BELAJAR

ANISA ZUNAYAH, . (2026) MENINGKATKAN CUSTOMER RETENTION DENGAN MEMBANGUN BRAND TRUST: DAMPAK PERCEIVED VALUE, SERVICE PERSONALIZATION, ELECTRONIC WORD OF MOUTH, DAN SOCIAL MEDIA MARKETING PADA BIMBINGAN BELAJAR. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji peran perceived value, service personalization, electronic word of mouth (e-WOM), dan social media marketing (SMM) dalam meningkatkan customer retention, dengan brand trust sebagai variabel intervening, dalam konteks lembaga bimbingan belajar swasta. Penelitian ini didorong oleh meningkatnya persaingan di sektor layanan pendidikan dan pentingnya informasi digital dalam pengambilan keputusan orang tua. Pendekatan kuantitatif digunakan dengan survei terhadap 200 orang tua yang anak-anaknya terdaftar dalam program bimbingan belajar pada periode 2023–2025. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan AMOS untuk menguji model pengukuran dan model struktural. Hasil menunjukkan bahwa nilai yang dirasakan memiliki efek positif yang signifikan terhadap customer retention dan brand trust, menunjukkan bahwa orang tua lebih cenderung mempertahankan hubungan jangka panjang ketika mereka merasa ada keseimbangan yang adil antara biaya dan manfaat. service personalization, e-WOM, dan SMM ditemukan secara signifikan memperkuat brand trust. Namun, SMM tidak secara langsung mempengaruhi customer retention, menyarankan bahwa dampaknya beroperasi secara tidak langsung melalui brand trust. Selain itu, brand trust dikonfirmasi sebagai penentu signifikan customer retention, menyoroti perannya yang sentral dalam mempertahankan hubungan jangka panjang dalam layanan pendidikan. Secara keseluruhan, temuan ini menunjukkan bahwa retensi pelanggan dalam layanan bimbingan belajar terutama didorong oleh mekanisme berbasis nilai dan kepercayaan, bukan upaya promosi langsung. Studi ini berkontribusi pada literatur dengan mengklarifikasi peran mediasi kepercayaan merek dan menawarkan wawasan praktis bagi penyedia layanan pendidikan yang ingin meningkatkan retensi melalui strategi penciptaan nilai yang bermakna dan pembentukan hubungan. Kata Kunci: Perceived Value, Service Personalization, Electronic Word of Mouth, Social Media Marketing, Brand Trust, Customer Retention. ***** This study investigates the roles of perceived value, service personalization, electronic word of mouth (e-WOM), and social media marketing (SMM) in enhancing customer retention, with brand trust as an intervening variable, within the context of a private tutoring institution. The research is motivated by increasing competition in the education service sector and the growing importance of digital information in parental decision-making.A quantitative approach was employed using a survey of 200 parents whose children had enrolled in tutoring programs during 2023–2025. Data were analyzed using Structural Equation Modeling (SEM) with AMOS to test both the measurement and structural models.The results reveal that perceived value has a significant positive effect on customer retention and brand trust, indicating that parents are more likely to maintain long-term relationships when they perceive a fair balance between costs and benefits. Service personalization, e-WOM, and social media marketing were found to significantly strengthen brand trust. However, social media marketing does not directly influence customer retention, suggesting that its impact operates indirectly through brand trust. Furthermore, brand trust was confirmed as a significant determinant of customer retention, highlighting its central role in sustaining long-term relationships in education services.Overall, the findings demonstrate that customer retention in tutoring services is primarily driven by value-based and trust-based mechanisms rather than direct promotional efforts. This study contributes to the literature by clarifying the mediating role of brand trust and offers practical insights for education service providersseeking to enhance retention through meaningful value creation and relationship-building strategies. Keywords: Perceived Value, Service Personalization, Electronic Word of Mouth, Social Media Marketing, Brand Trust, Customer Retention.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Dr. Setyo Ferry Wibowo, S.E., M.Si.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Users 33011 not found.
Date Deposited:	05 Feb 2026 07:21
Last Modified:	05 Feb 2026 07:21
URI:	http://repository.unj.ac.id/id/eprint/64955

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