Octaviani, Rizky Ayu (2016) PENGARUH EXPERIENTIAL VALUE TERHADAP CUSTOMER SATISFACTION SERTA DAMPAKNYA PADA CUSTOMER LOYALTY. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pertumbuhan pada industri restoran membuat persaingan bisnis menjadi dinamis dan kompetitif. Cafe dan resto yang ada saat ini harus berupaya mempertahankan loyalitas pelanggan. Loyalitas pelanggan merupakan hal yang sangat penting bagi kelangsungan usaha pada setiap perusahaan.Aspek yang dapat menciptakan loyalitas pelanggan adalah kepuasan pelanggan, strategi yang tepat untuk mencapai kepuasan pelanggan yaitu memberikan pengalaman yang menarik bagi pelanggan. Penelitian ini bertujuan untuk mengetahui gambaran tingkat experiential value pada pengunjung cafe dan resto bertema “western” di Kota Bandung, mengetahui gambaran tingkat customer satisfaction pada pengunjung cafe dan resto bertema “western” di Kota Bandung, mengetahui gambaran tingkat customer loyalty pada pengunjung cafe dan resto bertema “western” di Kota Bandung, dan memperoleh temuan besarnya pengaruh experiential value terhadap tingkat customer satisfaction serta dampak pada customer loyalty pada pengunjung cafe dan resto bertema “western” di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatorysurvey dengan teknik systematic sampling dengan jumlah sampel 180 responden. Teknik analisis data yang digunakan adalah path analysis dengan alat bantu softwarekomputer SPSS AMOS 22.0. Berdasarkan hasil penelitian secara keseluruhan terdapat pengaruh yang signifikan dari experiential value terhadap customer satisfaction serta dampak pada customer loyalty. Perusahaan dapat meningkatkan loyalitas pelanggan dengan upaya membuat strategi yang dapat memberikan kepuasan dan pengalaman yang berkesan bagi pelanggan. Experiential value dan customer satisfaction sebagai variabel yang berpengaruh dominan harus tetap dikendalikan secara langsung oleh perusahaan.; The growth of restaurant industry makes business competition become dynamic and competitive. Café and restaurant existing have to attempt to maintain customer loyalty. Customer loyalty is very important for the business continuance in each company. The aspect that can create customer loyalty is customer satisfaction; a right strategy to achieve customer satisfaction is to give an interesting experience for the customer. This research aims at describing the level of experiential value to western café and restaurant in Bandung, describing the level of customer satisfaction to western café and restaurant in Bandung, describing the level of customer loyalty to western café and restaurant in Bandung, and gaining finding the amount of experiential value’s effect to the level of customer satisfaction and its impact to customer loyalty to western café and restaurant customers in Bandung. The type of research used is verified descriptive and the method used is explanatory survey with systematic sampling technique. The amount of sample is 180 respondents. The data analysis technique used is path analysis with SPSS AMOS 22.0 computer software as the tool for analysis. Based on the result, generally there is a significant effect from the experiential value to the customer satisfaction and its impact to the customer loyalty. In order to improve customer loyalty, a company has to create a strategy that can give memorable satisfaction and experience to customers. The experiential value and customer satisfaction as dominantly influential variables have to be controlled directly by the company.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil: S MBS OCT p-2016; Pembimbing: Lili Adi Wibowo |
| Uncontrolled Keywords: | Experiential Value,Customer Satisfaction, Customer Loyalty |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 10 Aug 2017 00:43 |
| Last Modified: | 10 Aug 2017 00:43 |
| URI: | http://repository.upi.edu/id/eprint/24651 |
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