Model Kepuasan Pelanggan dan Loyalitas berbasis adaptasi American Customer Satisfaction Index (ACSI) (Kasus pada Toko Planet Sports di Jakarta)

QADIR, ZAKY ABDUL (2021) Model Kepuasan Pelanggan dan Loyalitas berbasis adaptasi American Customer Satisfaction Index (ACSI) (Kasus pada Toko Planet Sports di Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to analyze customer loyalty and satisfaction model based on American Customer Satisfaction Index. There are several factor that influence customer loyalty of Planet Sports customer. The study involved 251 respondents who are Planet Sports customer. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. The results of this study indicate that Customer Satisfaction and Customer Trust have a positive and significant effect on Customer Loyalty. Perceived Quality and Customer Expectation has positive and significant effect on Customer Satisfaction while Perceived value is not significant. Perceived Quality and Customer Expectation has positive and significant effect on Perceived Value. Lastly Customer Expectation has positive and significant effect on Perceived Quality. Theoretical and practical implications, researchers need to test impact of Brand Loyalty compare to Customer Loyalty especially in Retail Sector and marketers should increase customer service to increase customer satisfaction that at the end increase customer loyalty of Planet Sports Customer. Keywords: Customer Loyalty, Customer Satisfaction, Customer Trust, Perceived Value, Perceived Quality, Customer Expectation, Retail Sector, American Customer Satisfaction Index, Offline Retail. Penelitian ini bertujuan untuk menganalisa loyalitas dan kepuasaan pelanggan dalam kerangka model American Customer Satisfaction Index. Terdapat beberapa faktor yang mempengaruhi loyalitas pelanggan Planet Sports. Penelitian ini melibatkan 251 responden yang merupakan pelanggan Planet Sports di Jakarta. Peneliti menggunakan Partial Least Square (PLS) sebagai teknik yang digunakan untuk menganalisis pengukuran dan model struktural. Hasil penelitian ini menunjukkan bahwa Kepuasaan Pelanggan dan Kepercayaan Pelanggan mempunyai pengaruh positif dan signifikan terhadap loyalitas pelanggan. Persepsi Kualitas, Ekspektasi pelanggan mempunyai pengaruh positif dan signifikan terhadap kepuasaan pelanggan, akan tetapi Persepsi nilai tidak mempunyai pengaruh yang signifikan. Persepsi kualitas dan ekspektasi pelanggan mempunyai pengaruh positif dan signifikan terhadap persepsi nilai dan terakhir ekspektasi pelanggan mempunyai pengaruh positif dan siginifikan terhadap persepsi kualitas. Implikasi teori dan praktis terhadap penelitian ini adalah peneliti perlu melakukan penelitian lain terhadap dampak loyalitas merk berbanding dengan loyalitas pelanggan terutama pada sector ritel dan pemasar perlu meningkatkan pelayanan yang di berikan untuk meningkatkan kepuasaan pelanggan yang berujung kepada loyalitas pelanggan di Planet Sports. Kata Kunci: Loyalitas Pelanggan, Kepuasaan Pelanggan, Kepercayaan Pelanggan, Persepsi Nilai, Persepsi Kualitas, Ekspektasi Pelanggan, Sektor Ritel, American Customer Satisfaction Index, Ritel Offline.

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