ALDINO, ALDINO (2025) PENGARUH PERCEIVED SERVICE QUALITY DAN CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI: STUDI KASUS PADA JNE DI WILAYAH MATARAM. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
JNE is one of the goods delivery service companies with a dominant position in Mataram, West Nusa Tenggara, which is facing problems in reducing sales targets. Therefore, this research aims to determine the influence of Perceived Service Quality, Corporate Social Responsibility (CSR), and Customer Satisfaction on JNE Consumer Loyalty in Mataram City, West Nusa Tenggara. The research design used in this study is quantitative research with data collection methods using survey methods, and the research instrument is a questionnaire which is distributed to respondents online. The questionnaire will be given criteria and value weights based on a Likert scale, and the research method used is causal analysis. The sample consisted of 133 respondents selected through purposive sampling. The data analysis method used is Partial Least Square (PLS), and the analysis technique used is descriptive. The research results show that Perceived Service Quality, CSR, and Customer Satisfaction have a positive and significant influence on Consumer Loyalty. Indirect effects analysis reveals that Customer Satisfaction acts as a mediator in the relationship between Perceived Service Quality and Consumer Loyalty as well as the relationship between CSR and Consumer Loyalty. Keywords: Perceived Service Quality, CSR, Customer Satisfaction, Consumer Loyalty. JNE menjadi salah satu perusahaan jasa pengiriman barang yang dominan posisinya di Mataram, Nusa Tenggara Barat, yang mengahadapi permasalahan dalam penurunan target penjualan. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh Perceived Service Quality, Corporate Social Responsibility (CSR), dan Kepuasan Pelanggan terhadap Loyalitas Konsumen JNE di Kota Mataram, Nusa Tenggara Barat. Desain penelitian yang digunakan dalam studi ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan metode survei, dan instrumen penelitian berupa kuesioner yang dibagikan kepada responden melalui online. Kuesioner akan diberi kriteria dan bobot nilai berdasarkan skala likert, dan metode penelitian yang digunakan adalah analisis kausal. Sampel terdiri dari 133 responden yang dipilih melalui purposive sampling. Metode analisis data yang digunakan adalah Partial Least Square (PLS), dan teknik analisis yang digunakan adalah deskriptif. Hasil penelitian menunjukkan bahwa Perceived Service Quality, CSR, dan Kepuasan Pelanggan memiliki pengaruh positif dan signifikan terhadap Loyalitas Konsumen. Analisis efek tidak langsung mengungkapkan bahwa Kepuasan Pelanggan berperan sebagai mediator dalam hubungan antara Perceived Service Quality dan Loyalitas Konsumen serta hubungan antara CSR dan Loyalitas Konsumen. Keywords: Perceived Service Quality, CSR, Kepuasan Pelanggan, Loyalitas Konsumen.
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