Pengaruh Customer Satisfaction, Commitment, Perceive Price, Product Quality dan Service Quality yang dimiliki oleh Toko Jolin terhadap Customer Loyalty disaat COVID-19

Wijaya, Celline (2022) Pengaruh Customer Satisfaction, Commitment, Perceive Price, Product Quality dan Service Quality yang dimiliki oleh Toko Jolin terhadap Customer Loyalty disaat COVID-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada tanggal 2 Maret 2020, telah masuk virus COVID-19 ke Indonesia, dengan adanya kejadian itu banyak yang terkena dampaknya salah satunya adalah industri mode. Dimana dikarenakan adanya PPKM (Pemberlakuan pembatasan kegiatan masyarakat) banyak toko yang tutup dan banyak toko yang tidak mendapat pelanggan dikarenakan tidak boleh berkegiatan diluar rumah jika tidak terlalu penting. Oleh karena itu Toko Jolin berpindah dari Toko offline menjadi Toko online dan pada saat menjalankan Toko online, Toko Jolin memiliki tingkat kepuasan dari pelanggan yang kurang maksimal dikarenakan beberapa hal. Sehingga penting untuk mendapatkan kepuasan pelanggan yang maksimal sehingga Toko Jolin bisa mendapatkan kesetiaan pelanggan disaat COVID-19 ini. Tujuan dari penelitian ini adalah untuk membantu Toko Jolin meningkatkan kepuasan pelanggan sehingga bisa mendapatkan kesetiaan pelanggan dan juga untuk memberikan pengetahuan kepada orang yang memiliki bisnis dalam industri pakaian agar bisa memperoleh kesetiaan pelanggan. Metode pada penelitian ini adalah kuantitatif lalu metode pengambilan sampel menggunakan data primer dan sekunder serta sampel yang digunakan sejumlah 220 reponden yang pernah melakukan transaksi atau bekerja sama dengan Toko Jolin. Hasil hipotesis dari penelitian ini adalah kualitas produk dan kualitas layanan memiliki pengaruh positif terhadap kepuasan pelanggan, persepsi harga tidak ditemukan pengaruh terhadap kepuasan pelanggan, kualitas produk, kualitas layanan dan komitmen terhadap kesetiaan pelanggan, kepuasan pelanggan memiliki pengaruh negatif terhadap kesetiaan pelanggan, kepuasan pelanggan memiliki pengaruh positif terhadap komitmen dalam industri pakaian Toko Jolin. / On March 2, 2020, the COVID-19 virus entered Indonesia, with this incident many were affected, one of which was the fashion industry. Where due to PPKM (Implementation of restrictions on community activities) many shops are closed and many shops do not get customers because they are not allowed to do activities outside the home if it is not too important. Therefore the Jolin Shop moved from an offline shop to an online shop and when running an online shop, the Jolin shop had a less than optimal level of customer satisfaction due to several things. So it is important to get maximum customer satisfaction so that Jolin Stores can gain customer loyalty during this COVID-19. The purpose of this research is to help Jolin Stores increase customer satisfaction so they can gain customer loyalty and also to provide knowledge to people who have businesses in the clothing industry so they can gain customer loyalty. The method in this study was quantitative and then the sampling method used primary and secondary data and the sample used was 220 respondents who had made transactions or collaborated with Jolin Stores. The results of the hypothesis of this study are product quality and service quality have a positive influence on customer satisfaction, price perceptions are not found to influence customer satisfaction, product quality, service quality and commitment to customer loyalty, customer satisfaction has a negative influence on customer loyalty, customer satisfaction has positive influence on commitment in the Jolin clothing industry.

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