PENGARUH PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI: Studi pada Pelanggan Sweet Cantina Braga

Raemuna Kamila, - and Caria Ningsih, - and Purna Hindayani, - (2025) PENGARUH PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI: Studi pada Pelanggan Sweet Cantina Braga. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Industri kuliner saat ini berkembang pesat di Indonesia, semakin banyaknya bisnis kuliner terutama dalam produk yang serupa maka Sweet Cantina Braga dihadapkan pada tantangan untuk mempertahankan dan meningkatkan customer loyalty. Penelitian ini bertujuan untuk mengidentifikasi Perceived value (X) terhadap Customer loyalty (Y) dengan Customer satisfaction (Z) sebagai Variabel Mediasi pada Pelanggan Sweet Cantina Braga. Metode penelitian yang digunakan adalah kuantitatif dengan analisis deskriptif dan verifikatif. Pengumpulan data dilakukan dengan menyebarkan kuisioner kepada pelanggan Sweet Cantina Braga dan didapatkan sampel sebanyak 104 responden. Kemudian teknik analisis data menerapkan PLS-SEM melalui bantuan aplikasi olah data SmartPLS 4.
Hasil penelitian ini menunjukkan bahwa empat dari tujuh sub-variabel perceived value yaitu price, prestige, hedonic dan quality memberikan pengaruh positif secara langsung dan signifikan terhadap customer satisfaction. Tiga sub-variabel lainnya yaitu self-gratification, aesthetics dan transaction tidak memiliki pengaruh signifikan terhadap customer satisfaction. Kemudian, empat dari tujuh sub-variabel perceived value yaitu aesthetics, price, prestige dan quality memberikan pengaruh positif secara langsung dan signifikan terhadap customer loyalty. Tiga sub-variabel lainnya yaitu self gratification, transaction dan hedonic tidak memiliki pengaruh signifikan terhadap customer loyalty. Ditemukan juga bahwa empat sub-variabel perceived value (price, prestige, hedonic dan quality) memiliki pengaruh positif dan signifikan terhadap customer loyalty yang dimediasi oleh customer satisfaction. Customer satisfaction juga memberikan pengaruh positif terhadap customer loyalty. The culinary industry is currently growing rapidly in Indonesia, the increasing number of culinary businesses, especially in similar products, Sweet Cantina Braga is faced with the challenge of maintaining and increasing customer loyalty. This study aims to identify Perceived value (X) on Customer loyalty (Y) with Customer satisfaction (Z) as a Mediating Variable for Sweet Cantina Braga Customers. The research method used is quantitative with descriptive and verification analysis. Data collection was carried out by distributing questionnaires to Sweet Cantina Braga customers and sample of 104 respondents was obtained. Then the data analysis technique applies PLS-SEM through the help of the SmartPLS 4 data processing application.
The results of this study indicate that four of the seven perceived value sub-variables, namely price, prestige, hedonic and quality, have a direct and significant positive effect on customer satisfaction. The other three sub-variables namely self-gratification, aesthetics and transaction do not have a significant effect on customer satisfaction. Then, four of the seven sub-variables of perceived value, namely aesthetics, price, prestige and quality, have a direct and significant positive effect on customer loyalty. The other three sub-variables namely self gratification, transaction and hedonic do not have a direct significant effect on customer loyalty. It was also found that the four sub-variables of perceived value (price, prestige, hedonic and quality) have a positive and significant influence on customer loyalty mediated by customer satisfaction. Customer satisfaction also has a positive influence on customer loyalty.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=1 ID SINTA Dosen Pembimbing: Caria Ningsih: 6039392 Purna Hindayani: 6745708
Uncontrolled Keywords:	perceived value, customer loyalty, customer satisfaction, Sweet Cantina Braga, sub-variabel perceived value, customer loyalty, customer satisfaction, Sweet Cantina Braga, sub-variables
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > TX Home economics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Raemuna Kamila
Date Deposited:	15 May 2025 03:36
Last Modified:	15 May 2025 03:36
URI:	http://repository.upi.edu/id/eprint/133011

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