Analisis role of service innovation on business customer performance and loyalty pada pelanggan mixue ice cream and tea di Sidoarjo

Haydar, Haydar Ali (2023) Analisis role of service innovation on business customer performance and loyalty pada pelanggan mixue ice cream and tea di Sidoarjo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan pertumbuhan pesat industri makanan dan minuman di Indonesia, persaingan juga semakin ketat, memaksa perusahaan-perusahaan untuk memperhatikan faktor-faktor yang memengaruhi kepuasan dari pelanggan. Di tengah perubahan preferensi konsumen yang kini mempertimbangkan pengalaman keseluruhan, inovasi dalam layanan menjadi kunci untuk membedakan diri dari pesaing. Tujuan dari penelitian ini adalah untuk menganalisis variabel-variabel yang mempengaruhi kepuasan pelanggan, antara lain Customer-Oriented Innovative Service, Technology-Oriented Innovative Service, dan Co-creation-Oriented Innovative Service pada Customer Performance dan Recommendation pada Mixue Ice Cream & Tea di Sidoarjo. Manfaat dari penelitian ini adalah untuk mengetahui pengaruh layanan inovasi terhadap kepuasan pelanggan. Penelitian ini menggunakan metode kuantitatif dan menggunakan teknik non-probability sampling. Jenis teknik yang digunakan untuk mendapatkan data adalah snowball sampling dan diolah menggunakan software AMOS versi 24.0 Kuesioner disebarkan kepada 100 responden dengan karakteristik responden berjenis kelamin pria maupun wanita, berusia 18-60 tahun, berdomisili di Sidoarjo, pernah mengunjungi dan membeli produk dari Mixue Ice Cream & Tea di Sidoarjo dalam 6 bulan terakhir. Hasil penelitian ini menunjukkan bahwa variabel Customer-Oriented Innovative Service berpengaruh positif tetapi tidak signifikan terhadap Customer Performance dengan koefisien regresi sebesar 0,161; variabel Technology-Oriented Innovative Service berpengaruh positif tetapi tidak signifikan terhadap Customer Performance dengan koefisien regresi sebesar 0,307; variabel Co-creation-Oriented Innovative Service berpengaruh positif tetapi tidak signifikan terhadap Customer Performance dengan koefisien regresi sebesar 0,499/Along with the rapid growth of the food and beverage industry in Indonesia, competition has also intensified, forcing companies to pay attention to factors that influence customer satisfaction. Amidst changing consumer preferences that now consider the overall experience, innovation in service is key to differentiating oneself from competitors. The purpose of this study was to analyze the variables that affect customer satisfaction, including Customer-Oriented Innovative Service, Technology-Oriented Innovative Service, and Co-creation-Oriented Innovative Service on Customer Performance and Recommendation at Mixue Ice Cream & Tea in Sidoarjo. The benefit of this research is to determine the effect of innovation services on customer satisfaction. This research uses quantitative methods and uses non-probability sampling techniques. The type of technique used to obtain data is snowball sampling and processed using AMOS software version 24.0 The questionnaire was distributed to 100 respondents with the characteristics of male and female respondents, aged 18-60 years, domiciled in Sidoarjo, have visited and purchased products from Mixue Ice Cream & Tea in Sidoarjo in the last 6 months. The results of this study indicate that the Customer-Oriented Innovative Service variable has a positive but not significant effect on Customer Performance with a regression coefficient of 0.161; the Technology-Oriented Innovative Service variable has a positive but not significant effect on Customer Performance with a regression coefficient of 0.307; the Co-creation-Oriented Innovative Service variable has a positive but not significant effect on Customer Performance with a regression coefficient of 0.499

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