PENGARUH OMNICHANNEL SERVICE QUALITY TERHADAP CUSTOMER RETENTION MELALUI OMNICHANNEL CUSTOMER EXPERIENCE: Survei pada Pelanggan Coffee Shop Lokal di Indonesia

Amelia Naria Simbolon, - (2024) PENGARUH OMNICHANNEL SERVICE QUALITY TERHADAP CUSTOMER RETENTION MELALUI OMNICHANNEL CUSTOMER EXPERIENCE: Survei pada Pelanggan Coffee Shop Lokal di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh omnichannel service quality terhadap customer retention melalui omnichannel customer experience (survei pada pelanggan coffee shop lokal di Indonesia). Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel pada penelitian ini berjumlah 349 responden pada pelanggan coffee shop lokal di Indonesia (Kopi Kenangan, Janji Jiwa, dan Fore Coffee) dengan menggunakan teknik pursposive sampling. Data diolah secara statistik dan menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran omnichannel service quality dan omnichannel customer experience berada pada kategori baik sedangkan customer retention berada pada kategori tinggi. Hasil pada penelitian ini menunjukkan adanya pengaruh signifikan antara omnichannel service quality terhadap omnichannel customer experience dan terdapat pengaruh tidak langsung antara omnichannel service quality terhadap customer retention melalui omnichannel customer experience. Implikasi penelitian menunjukkan bahwa omnichannel service quality akan mempengaruhi pengalaman pelanggan kepada brand coffee shop lokal sehingga coffee shop lokal yang memiliki omnichannel customer experience secara positif akan mampu meningkatkan customer retention. This study aims to obtain an overview the effect of omnichannel service quality on customer retention through omnichannel customer experience (survey on local coffee shop customer in Indonesia). This study uses descriptive and verifiable methods with a quantitative approach. The sample in this study amounted to 349 respondents to local coffee shop customers in Indonesia (Kopi Kenangan, Janji Jiwa, and Fore Coffee) using pursposive sampling techniques. The data was processed statistically and using the Structural Equation Modeling (SEM) method. The findings of this study found that the picture of omnichannel service quality and omnichannel customer experience was in the good category while customer retention was in the high category. The results of this study show that there is a significant influence between omnichannel service quality and omnichannel customer experience and there is an indirect influence between omnichannel service quality and customer retention through omnichannel customer experience. The implications of the study show that omnichannel service quality will affect the customer experience to local coffee shop brands so that local coffee shop that have a positive omnichannel customer experience will be able to increase customer retention.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Amelia+Naria# ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Lisnawati: 5986471
Uncontrolled Keywords:	Omnichannel Service Quality, Omnichannel Customer Experience, Customer Retention
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Amelia Naria Simbolon
Date Deposited:	20 Sep 2024 06:15
Last Modified:	20 Sep 2024 06:15
URI:	http://repository.upi.edu/id/eprint/125470

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