MODEL PENINGKATAN CUSTOMER LOYALTY DAN REVISIT INTENTION MELALUI CUSTOMER EXPERIENCE, PERCEIVED CONVENIENCE, DAN PERCEIVED VALUE PADA KONSUMEN WARUNG MADURA

FIKAR AZMI SHAFARIAN, . (2026) MODEL PENINGKATAN CUSTOMER LOYALTY DAN REVISIT INTENTION MELALUI CUSTOMER EXPERIENCE, PERCEIVED CONVENIENCE, DAN PERCEIVED VALUE PADA KONSUMEN WARUNG MADURA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh customer experience, perceived convenience, dan perceived value terhadap customer loyalty dan revisit intention pada konsumen Warung Madura, sebuah format ritel tradisional berbasis komunitas di Indonesia, serta pengaruh customer loyalty terhadap revisit intention. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 212 responden yang berdomisili di wilayah Jabodetabek dan pernah berbelanja di Warung Madura minimal tiga kali dalam tiga bulan terakhir, kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) berbantuan AMOS. Model penelitian menguji tujuh hipotesis untuk menjelaskan hubungan langsung antara ketiga variabel independen dan kedua variabel dependen. Hasil pengujian menunjukkan bahwa dari tujuh hipotesis yang diajukan, lima hipotesis diterima dan dua hipotesis ditolak. Temuan penelitian menunjukkan bahwa customer experience dan perceived convenience berpengaruh signifikan terhadap customer loyalty namun tidak berpengaruh langsung terhadap revisit intention, sedangkan perceived value menjadi satu-satunya variabel yang secara konsisten berpengaruh signifikan terhadap customer loyalty maupun revisit intention. Customer loyalty juga terbukti berpengaruh signifikan terhadap revisit intention, yang mengindikasikan bahwa customer loyalty berpotensi menjembatani pengaruh customer experience dan perceived convenience terhadap revisit intention. Penelitian ini memberikan kontribusi bagi pengembangan literatur pemasaran ritel tradisional dan perilaku konsumen, serta implikasi praktis bagi pengelola Warung Madura dan pemangku kebijakan dalam memperkuat strategi retensi pelanggan. ***** This study aims to analyze the influence of customer experience, perceived convenience, and perceived value on customer loyalty and revisit intention among consumers of Warung Madura, a community-based traditional retail format in Indonesia, as well as the influence of customer loyalty on revisit intention. The study used a quantitative approach by collecting data through questionnaires from 212 respondents domiciled in the Jabodetabek area who had shopped at Warung Madura at least three times in the last three months, then analyzed using the Structural Equation Modeling (SEM) method assisted by AMOS. The research model tested seven hypotheses to explain the direct relationships between the three independent variables and the two dependent variables. The test results showed that of the seven hypotheses proposed, five hypotheses were accepted and two hypotheses were rejected. The findings indicate that customer experience and perceived convenience significantly influence customer loyalty but do not directly influence revisit intention, whereas perceived value is the only variable that consistently and significantly influences both customer loyalty and revisit intention. Customer loyalty itself is also proven to significantly influence revisit intention, suggesting that customer loyalty may bridge the effect of customer experience and perceived convenience on revisit intention. This research contributes to the development of traditional retail marketing and consumer behavior literature, as well as offering practical implications for Warung Madura managers and policymakers in strengthening customer retention strategies.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si, Ph.D.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 36540 not found.
Date Deposited:	14 Aug 2026 02:27
Last Modified:	14 Aug 2026 02:27
URI:	http://repository.unj.ac.id/id/eprint/70967

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