Pengaruh customer satisfaction, customer delight dan customer trust terhadap loyalitas pelanggan restoran otentik di Tangerang

Christine, Devi and Saputri, Josephine (2023) Pengaruh customer satisfaction, customer delight dan customer trust terhadap loyalitas pelanggan restoran otentik di Tangerang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh Customer Satisfaction, Customer Delight dan Customer Trust terhadap Loyalitas Pelanggan. Dengan ini, peneliti ingin mengetahui berbagai faktor yang mempengaruhi loyalitas pelanggan restoran otentik di Tangerang. Teknik pengambilan sampel pada penelitian ini dilakukan dengan convenience sampling, yaitu teknik pengambilan sampel dengan memilih sampel secara bebas sekehendak peneliti. Sampel yang digunakan dalam penelitian ini adalah dari 155 responden. Teknik pengumpulan data yang digunakan adalah dengan penyebaran kuesioner. Sumber data yang digunakan dalam penelitian ini adalah data primer yang berasal dari penyebaran kuesioner. Analisis data dalam penelitian ini menggunakan analisis multivariat. Pengujian hipotesis penelitian dilakukan dengan pendekatan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Hasil dalam penelitian ini menunjukkan bahwa: (1) Customer Satisfaction berpengaruh positif terhadap loyalitas pelanggan, (2) Customer Delight berpengaruh positif terhadap loyalitas pelanggan, (3) Customer Trust memiliki pengaruh positif terhadap loyalitas pelanggan. / This study aims to examine and analyze the effect of Customer Satisfaction, Customer Delight and Customer Trust on Customer Loyalty. With this, researchers want to know the various factors that influence customer loyalty in authentic restaurants in Tangerang. The sampling technique in this study was carried out by convenience sampling, namely the sampling technique by selecting samples freely at the will of the researcher. The sample used in this research is from 155 respondents. Data collection technique used is the distribution of questionnaires. The source of data used in this study is primary data derived from questionnaire distribution. Data analysis in this study used multivariate analysis. The collected data were analyzed using the SmartPLS program. Testing the research hypothesis was carried out using the Partial Least Square (PLS) based Structural Equation Model (SEM) approach. The results of this study indicate that: (1) Customer Satisfaction has a positive effect on Customer Loyalty, (2) Customer Delight has a positive effect on Customer Loyalty, (3) Customer Trust has a positive effect on customer loyalty.

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