Pengaruh nilai pelanggan dan pemasaran pengalaman terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan Grab

Tjiu, Marsela (2022) Pengaruh nilai pelanggan dan pemasaran pengalaman terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan Grab. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian awal yang dilakukan pada 30 responden menemukan fenomena, meskipun sebagian pelanggan puas terhadap layanan Grab, tetapi kepuasan ini tidak berarti secara langsung responden mengajak teman-teman untuk menggunakan layanan Grab. Dimana artinya ada kemungkinan yang sama besarnya bahwa responden tidak menunjukkan loyalitas dibandingkan dengan responden yang mengaku loyal meskipun secara keseluruhan puas terhadap layanan Grab. Maka, diperlukan penelitian lebih lanjut mengenai pengaruh nilai pelanggan dan pemasaran pengalaman terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan Grab. Subjek penelitian ini merupakan pengguna layanan Grab yang sudah pernah menggunakan layanan Grab secara keseluruhan lebih dari 3 kali. Teknik pengambilan sampel pada penelitian ini adalah non-probability purposive sampling dengan menyebarkan kuesioner online kepada 236 responden. Metode pengolahan data menggunakan Partial Least Square - Structural Equation Modeling (PLS-SEM) dengan software SmartPLS. Penelitian ini menunjukan bahwa nilai pelanggan dan pemasaran pengalaman berpengaruh terhadap kepuasan pelanggan. Selanjutnya, nilai pelanggan dan pemasaran pengalaman berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan tidak berpengaruh terhadap loyalitas pelanggan maupun tidak memberikan pengaruh mediasi dari nilai pelanggan dan pemasaran pengalaman terhadap loyalitas pelanggan. Implikasi manajerial yang dapat digunakan oleh Grab adalah menambahkan fitur baru, memberikan promosi menarik atau penghargaan kepada pelanggan, mengadakan giveaway serta menciptakan user generated content. / Initial research conducted on 30 respondents found a phenomenon that although some customers are satisfied with Grab services, this satisfaction does not imply that respondents would invite their friends to use Grab services. Therefore, it means that there is an equal possibility that respondents do not show loyalty compared to respondents who claim to be loyal even though overall they are satisfied with Grab services. Thus, further research is needed regarding the effect of customer value and experience marketing on customer loyalty mediated by Grab customer satisfaction. The subjects of this study were Grab service users who had used Grab services more than 3 times. The sampling technique used in this study is non-probability purposive sampling via online distribution to 236 respondents. The data processing method uses Partial Least Square - Structural Equation Modeling (PLS-SEM) with software SmartPLS. This study shows that customer value and experiential marketing influence customer satisfaction. Furthermore, customer value and experiential marketing influence customer loyalty. Customer satisfaction has no effect on customer loyalty nor does it have a mediating effect on customer value and experiential marketing on customer loyalty. Managerial implications that can be used by Grab are adding new features, providing attractive promotions or awards to customers, holding giveaways events and creating user generated content.

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