The influence of customer satisfaction towards customer loyalty at Zac Urban Medan

Christine, Christine (2021) The influence of customer satisfaction towards customer loyalty at Zac Urban Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Both customer satisfaction and customer loyalty have always played important roles in hospitality industry as it focuses on the customer’s response towards the service provider. From the interview, the author has found customer loyalty problem which was reflected through satisfaction criticism and sales decline percentage in the Zac Urban Medan. Therefore, the author conducted this research to examine the influence of customer satisfaction towards customer loyalty at Zac Urban Medan. This research used quantitative research conducted at Zac Urban Medan. This research used customer satisfaction as the independent variable and customer loyalty as the dependent variable. For data collection method, author used primary data and secondary data. This research used convenience sampling method. The author distributed questionnaires to customers of Zac Urban Medan. The result of this research is that alternate hypothesis is accepted, which means customer satisfaction has an influence towards customer loyalty at Zac Urban Medan. The result shows that the influence that customer satisfaction has towards customer loyalty is 56%. Based on this research, author suggested that Zac Urban Medan to strive in making efforts to have better customer insight to enhance customer satisfaction, which will result in customer loyalty and better business performance./ Kepuasan konsumen dan loyalitas konsumen sudah mempunyai peran yang penting di industry perhotelan karena kedua aspek ini berfokus pada respon konsumen terhadap penyedia layanan. Dari interview, penulis menemukan masalah pada loyalitas konsumen yang direfleksikan melalui kritik sehubungan dengan kepuasan konsumen dan penurunan penjualan di Zac Urban Medan, Oleh karena itu, peneliti memutuskan untuk melaksanakan penelitian ini untuk memeriksa tentang pengaruh kepuasan konsumen terhadap loyalitas konsumen di Zac Urban Medan. Penelitian ini menggunakan metode penelitian kuantitatif yang dilakukan di Zac Urban Medan. Penelitian ini menggunakan kepuasan konsumen sebagai variabel independen dan loyalitas konsumen sebagai variabel dependen. Untuk metode pengumpulan data, penulis menggunakan data primer dan sekunder. Penelitian ini menggunakan metode convenience sampling. Penulis mendistribusikan kuisioner kepada konsumen dari Zac Urban Medan. Hasil dari penelitian ini adalah hipotesis alternatif diterima, yang artinya kepuasan konsumen memiliki pengaruh terhadap loyalitas konsumen di Zac Urban Medan. Hasil dari penelitian ini menunjukkan bahwa kepuasan konsumen mempengaruhi loyalitas konsumen sebesar 56%. Berdasarkan penelitian ini,, penulis menyarankan agar Zac Urban Medan bisa mengusahakan dalam membuat upaya untuk memiliki pemahaman pelanggan yang lebih baik untuk meningkatkan kepuasan konsumen, yang akan menghasilkan loyalitas konsumen dan performa bisnis yang lebih baik.

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