PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA PENGGUNA APLIKASI MOBILE “KOPI KENANGAN” DI JABODETABEK

PUSPA NURAINI PUTRI, . (2026) PENGARUH CUSTOMER EXPERIENCE DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA PENGGUNA APLIKASI MOBILE “KOPI KENANGAN” DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh customer experience yang dibagi menjadi empat variabel, yaitu cognitive experience, affective experience, relational experience, dan sensorial experience, serta brand image terhadap customer satisfaction dan customer loyalty pengguna aplikasi mobile Kopi Kenangan di wilayah Jabodetabek. Penelitian ini dilakukan dengan menyebarkan kuesioner daring kepada 226 responden yang merupakan pengguna aktif aplikasi mobile Kopi Kenangan di wilayah Jabodetabek. Data dianalisis menggunakan metode Structural Equation Modeling – Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa cognitive experience, affective experience, relational experience, dan brand image berpengaruh positif dan signifikan terhadap customer satisfaction dan customer loyalty. Namun, sensorial experience tidak berpengaruh signifikan terhadap customer satisfaction maupun customer loyalty. Untuk implikasinya, penelitian ini menyimpulkan bahwa akan lebih baik meningkatkan pengalaman yang melibatkan dimensi kognitif dan relasional konsumennya, serta memperkuat brand image, karena variabel-variabel tersebut terbukti signifikan dalam membentuk customer satisfaction dan customer loyalty pengguna aplikasi mobile Kopi Kenangan. ***** This study aims to examine the influence of customer experience, divided into four variables comprising cognitive experience, affective experience, relational experience, and sensorial experience, as well as brand image, on customer satisfaction and customer loyalty among users of the Kopi Kenangan mobile application in the Jabodetabek region. The study was conducted by distributing an online questionnaire to 226 respondents who are active users of the Kopi Kenangan mobile application in the Jabodetabek area. Data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results indicate that cognitive experience, affective experience, relational experience, and brand image have a positive and significant influence on customer satisfaction and customer loyalty. However, sensorial experience showed no significant influence on either customer satisfaction or customer loyalty. In terms of implications, this study concludes that it would be more effective to enhance experiences involving the cognitive and relational dimensions, as well as to strengthen brand image, as these variables proved to be significant in shaping the customer satisfaction and customer loyalty of Kopi Kenangan mobile application users.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, S.E., M.Bus. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Puspa Nuraini Putri .
Date Deposited:	02 Sep 2026 04:17
Last Modified:	02 Sep 2026 04:17
URI:	http://repository.unj.ac.id/id/eprint/73634

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