REWARD PROGRAM BENEFITS, BAGAIMANA CUSTOMER SATISFACTION MEMEDIASI PENGARUH CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY? : Survei Pada Pengguna GoPay Coins Generasi Z dan Milenial

    Devita Nurafifah, - (2024) REWARD PROGRAM BENEFITS, BAGAIMANA CUSTOMER SATISFACTION MEMEDIASI PENGARUH CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY? : Survei Pada Pengguna GoPay Coins Generasi Z dan Milenial. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    GoPay Coins merupakan program loyalitas dalam bentuk satuan nilai manfaat yang diberikan dalam bentuk cashback coins. Coins ini dapat diperoleh dan dikumpulkan langsung oleh pengguna melalui kode promo dan kupon penjualan tertentu setelah melakukan transaksi pembelian produk pada layanan GoTo Group yang nilainya dapat ditukarkan ataupun digunakan sebagai unsur pengurang nilai pembayaran atas transaksi pembelian produk fisik atau produk digital pada aplikasi. Melalui penelitian ini pengaruh customer satisfaction diukur pengaruhnya sebagai variabel mediasi antara variabel customer trust terhadap customer loyalty pada penawaran program loyalitas GoPay Coins. Model penelitian kuantitatif digunakan dalam penelitian ini dengan teknik pengambilan data yakni melalui penyebaran kuesioner. Jumlah sampel yang diambil pada penelitian ini sebanyak 385 sampel. Teknik analisis data pada penelitian ini menggunakan Partial Least Square-Structural Equation Modeling (PLS- SEM). Hasil akhir penelitian ini menunjukan terdapat pengaruh positif signifikan antara masing-masing variabel customer trust dan customer satisfaction terhadap customer loyalty begitupun dengan variabel customer satisfation berpengaruh positif signifikan memediasi hubungan antara variabel customer trust terhadap customer satisfaction.

    GoPay Coins a loyalty program in the form of a unit of benefit value provided in the form of cashback coins. These coins can be obtained and collected directly by users through promo codes and certain sales coupons after making product purchase transactions on GoTo Group services whose value can be exchanged or used as a deduction for the value of payment for transactions to purchase physical products or digital products in the application. Through this research, the effect of customer satisfaction is measured as a mediating variable between the customer trust variable and customer loyalty on the GoPay Coins loyalty program offer. The quantitative research model was used in this study with data collection techniques, namely through distributing questionnaires. The number of samples taken in this study were 385 samples. The data analysis technique in this study used Partial Least Square-Structural Equation Modeling (PLS- SEM). The final results of this study indicate that there is a significant positive effect between each of the customer trust and customer satisfaction variables on customer loyalty as well as the customer satisfaction variable has a significant positive effect on mediating the relationship between the customer trust variable and customer satisfaction.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=BYieCZwAAAAJ ID SINTA Dosen Pembimbing: Ayu Krishna Yuliawati : 5977407 Eka Surachman : 5979141
    Uncontrolled Keywords: Kepercayaan Pelanggan, Kepuasan Pelanggan, Loyalitas Pelanggan Customer Trust, Customer Satisfaction, Customer Loyalty
    Subjects: H Social Sciences > HB Economic Theory
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Devita Nurafifah
    Date Deposited: 03 Oct 2024 09:50
    Last Modified: 03 Oct 2024 09:50
    URI: http://repository.upi.edu/id/eprint/126440

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