Pengaruh self image congruity, retail service quality, dan customer perceived service quality terhadap customer loyalty melalui customer satisfaction Sociolla

Suseno, Novia (2022) Pengaruh self image congruity, retail service quality, dan customer perceived service quality terhadap customer loyalty melalui customer satisfaction Sociolla. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (33kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (238kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (708kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (368kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (318kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)

Abstract

Citra toko menjadi salah satu hal yang dipertimbangkan oleh pelanggan dalam memilih sebuah ritel. Sociolla membangun citra tokonya sebagai brand yang peduli akan kesehatan dan kecantikan kulit masyarakat Indonesia. Sociolla membuat strategi service quality untuk upaya menciptakan Customer Loyalty melalui rasa puas yang dirasakan oleh konsumen. Penelitian ini bertujuan untuk meneliti adakah pengaruh oleh self-image congruity, retail service quality, dan perceived service quality terhadap customer satisfaction serta menguji adakah pengaruh variabel customer satisfaction terhadap customer loyalty pada Sociolla. Data yang termuat pada penelitian ini didapati dengan kuesioner yang disebarkan melalui Google Form kepada para responden. Kemudian data yang telah diperoleh diolah menggunakan aplikasi SPSS. Kajian data yang ada di dalam penelitian ini menggunakan analisis multiple regression untuk menghitung variable independen terhadap variable dependen dengan variable intervening. Di tahap pre-test kajian data diperoleh dari sebanyak 50 responden untuk kemudian diuji validitas dan reliabilitasnya variabel yang terdapat dalam penelitian ini. Setelah itu dilanjutkan dengan pengolahan data aktual yang datanya diperoleh dari 104 responden untuk diolah lebih dalam. Hasil penelitian menunjukkan bahwa faktor self-image congruity, retail service quality, serta perceived service quality berpengaruh positif terhadap kepuasan pelanggan Sociolla. Faktor kepuasan pelanggan juga berpengaruh positif terhadap kesetiaan pelanggan Sociolla. / Shop image is one thing that is considered by customers in choosing a ritel shop. Sociolla builds its shop image as a brand that care about the health and beauty skin of Indonesian people. Sociolla makes a service quality strategy in order to create customer loyalty through the satisfaction that felt by customers. This research is carried out with the aim of analyzing and researching whether there is an influence by self-image congruity, retail service quality, and perceived service quality toward customer satisfaction, and also analyze the effect of customer satisfaction variable toward customer loyalty variable at Sociolla. The data in this research was collected using questioner that is shared by Google Form to the respondents. After that, the collected data is processed using data processing software SPSS. Data study in this research is using regression multiple analysis to count independent variable against dependent variable with moderating variable. In pre-test step data study was collected from 50 respondents for later was tested the variable validity and reliability in this research. Afterwards it is continued with factual data processing which the data is collected from 104 respondents to be processed deeper. This research shows that self-image congruity, retail service quality, perceived service quality factors give positive impact toward customer satisfaction at Sociolla. Customer satisfaction factor also gives positive impact towards customer loyalty to consumer of Sociolla.

Actions (login required)

View Item