PENGARUH KESESUAIAN HARGA TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH CUSTOMER PERCEIVED VALUE DI TRIPTOPHAN TOUR

Diki Kurniawan, - and Erry Sukriah, - (2025) PENGARUH KESESUAIAN HARGA TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH CUSTOMER PERCEIVED VALUE DI TRIPTOPHAN TOUR. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Kesesuaian harga merupakan salah satu faktor penting dalam membentuk loyalitas pelanggan, terutama pada industri jasa perjalanan wisata yang bersifat kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh kesesuaian harga terhadap loyalitas pelanggan dengan customer perceived value sebagai variabel mediasi pada Triptophan Tour. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis jalur (path analysis). Sampel penelitian berjumlah 335 responden yang merupakan pelanggan Triptophan Tour, dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan uji statistik deskriptif untuk mengetahui tingkat persepsi kesesuaian harga, customer perceived value, dan loyalitas pelanggan. Uji pengaruh dilakukan menggunakan regresi sederhana serta uji Sobel untuk menguji peran mediasi. Hasil penelitian menunjukkan bahwa kesesuaian harga berpengaruh signifikan terhadap loyalitas pelanggan, baik secara langsung maupun tidak langsung melalui customer perceived value. Temuan ini mengindikasikan bahwa semakin sesuai harga yang ditawarkan dengan kualitas layanan yang dirasakan, semakin tinggi pula nilai yang dipersepsikan pelanggan, yang pada akhirnya meningkatkan loyalitas mereka terhadap Triptophan Tour. Price fairness is a crucial factor in shaping customer loyalty, particularly in the highly competitive tourism service industry. This study aims to examine the effect of price fairness on customer loyalty, with customer perceived value as a mediating variable, in the context of Triptophan Tour. The research employed a quantitative approach using path analysis as the primary analytical technique. The sample consisted of 335 respondents, all of whom were customers of Triptophan Tour, selected through purposive sampling. Descriptive statistical analysis was conducted to assess the perceived levels of price fairness, customer perceived value, and customer loyalty. The influence between variables was tested using simple regression analysis, while the Sobel test was applied to evaluate the mediating effect. The results reveal that price fairness has a positive and significant impact on customer loyalty, both directly and indirectly through customer perceived value. These findings suggest that the greater the alignment between the price offered and the perceived quality of services, the higher the value perceived by customers, which ultimately enhances their loyalty to Triptophan Tour.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=Z0DZvu8AAAAJ ID SINTA Dosen Pembimbing : Erry Sukriah : 6721572
Uncontrolled Keywords:	Pariwisata, Kesesuaian Harga, Customer Perceived Value, Loyalitas Pelanggan, Triptophan Tour Tourism, Price Fairness, Customer Perceived Value, Customer Loyalty, Triptophan Tour
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Diki Kurniawan
Date Deposited:	07 Oct 2025 11:48
Last Modified:	07 Oct 2025 11:48
URI:	http://repository.upi.edu/id/eprint/141549

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