Tjahjadi, William Daniel (2022) Pengaruh customer experience, customer satisfaction, dan word of mouth intention terhadap customer loyalty yang dimoderasi oleh consumer demographics pada aplikasi fintech Sakuku. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Selama pandemi COVID-19 industri Fintech khususnya e-wallet mengalami peningkatan, hal tersebut menjadi tantangan bagi bank konvensional untuk terus berkembang. Salah satunya adalah Bank Central Asia yang memiliki Fintech Sakuku. Namun pada tahun 2020, Sakuku mengalami penurunan yang cukup signifikan dibanding e-wallet lainnya. Penelitian ini membahas bagaimana pengaruh dari customer experience, customer satisfaction, dan word of mouth intention terhadap customer loyalty yang dimoderasi oleh consumer demographics pada aplikasi fintech Sakuku. Data dikumpulkan dengan menyebarkan kuesioner Google form. Jumlah sampel sejumlah 240 responden yang merupakan pengguna Sakuku minimal 3 bulan. Data yang didapatkan diolah dengan program SmartPLS. Hasil penelitian menyatakan bahwa customer experience berpengaruh positif terhadap customer loyalty, customer satisfaction berpengaruh positif terhadap customer loyalty, word of mouth intention berpengaruh positif terhadap customer loyalty. consumer demographics jenis kelamin memoderasi pengaruh customer experience, customer satisfaction, dan word of mouth intention terhadap customer loyalty. consumer demographics usia memoderasi pengaruh customer experience dan customer satisfaction terhadap customer loyalty. consumer demographics pendapatan memoderasi pengaruh customer satisfaction dan word of mouth intention terhadap customer loyalty. Hasil penelitian ini diharapkan dapat membantu pemasar untuk meningkatkan program – program pemasaran secara khusus pada sektor perbankan.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Customer Experience, Customer Satisfaction; Word of Mouth Intention; Customer Loyalty; Consumer Demographics | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | William Daniel Tjahjadi | ||||||||
Date Deposited: | 16 Jan 2023 00:44 | ||||||||
Last Modified: | 16 Jan 2023 00:44 | ||||||||
URI: | http://repository.uph.edu/id/eprint/52383 |
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