Pengaruh pengalaman pelanggan pada loyalitas dan word of mouth melalui kepuasaan pelanggan central garage Kendangsari Surabaya

Tanggono, Michael (2025) Pengaruh pengalaman pelanggan pada loyalitas dan word of mouth melalui kepuasaan pelanggan central garage Kendangsari Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri layanan otomotif seperti bengkel mobil, toko aksesori mobil, dan rental mobil juga semakin banyak di Surabaya. Central Garage Auto Racing berlokasi di Jalan Kendangsari, Surabaya merupakan bengkel mobil yang banyak melakukan pelayanan di sektor perawatan hingga modifikasi. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh dari Pengalaman Pelanggan terhadap Loyalitas, Kepuasan, dan Perilaku Word of Mouth pada Layanan Bengkel Central Garage Auto Racing, Kendangsari Surabaya. Sampel pada penelitian ini mengacu perhitungannya dari jumlah variabel dikalikan 10, sehingga total akan berjumlah 40 responden. Analisis menggunakan Smart PLS sebagai Software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa dari pengolahan data yang telah dilakukan, diperoleh Pertama, terdapat keterkaitan positif antara pengalaman pelanggan dan kepuasan pelanggan, dengan koefisien sebesar 2,073 dan nilai p sebesar 0,039, yang mendukung hipotesis bahwa pengalaman pelanggan berkontribusi pada kepuasan pelanggan. Selanjutnya, pengalaman pelanggan juga berpengaruh signifikan terhadap loyalitas, dengan koefisien 3,607 dan nilai p 0,000, mendukung hipotesis bahwa pengalaman pelanggan memengaruhi tingkat loyalitas. Selain itu, kepuasan pelanggan juga terbukti berhubungan positif dengan loyalitas (koefisien 7,185, p: 0,000), dan perilaku word of mouth (koefisien 2,766, p: 0,006). Hasil penelitian ini memberikan wawasan yang berharga terkait faktor-faktor yang memengaruhi interaksi pelanggan, serta menegaskan pentingnya pengalaman dan kepuasan pelanggan dalam membentuk loyalitas dan perilaku word of mouth. / The automotive service industry, including car repair shops, car accessory stores, and car rentals, is growing rapidly in Surabaya. Central Garage Auto Racing, located on Kendangsari Street, Surabaya, is a car repair shop that provides various services ranging from maintenance to modification. The aim of this research is to understand and analyze the impact of Customer Focus outcomes on Loyalty, Satisfaction, and Word of Mouth Behavior at Central Garage Auto Racing, Kendangsari Surabaya. The sample in this study is calculated based on the number of variables multiplied by 10, resulting in a total of 40 respondents. Smart PLS is used for data analysis. The empirical findings indicate that, from the data processing conducted, firstly, there is a positive correlation between customer experience and customer satisfaction, with a coefficient of 2.073 and a p-value of 0.039, supporting the hypothesis that customer experience contributes to customer satisfaction. Furthermore, customer experience also significantly influences loyalty, with a coefficient of 3.607 and a p-value of 0.000, supporting the hypothesis that customer experience affects the level of loyalty. In addition, customer satisfaction is also positively related to loyalty (coefficient 7.185, p: 0.000), and word of mouth behavior (coefficient 2.766, p: 0.006). The results of this study provide valuable insights into the factors influencing customer interactions and emphasize the importance of customer experience and satisfaction in shaping loyalty and word of mouth behavior.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Tanggono, Michael
02011200062
michaeltanggono104@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Sondahk, Oliandes
NIDN0722128002
UNSPECIFIED
Thesis advisor
Saihaya, Janice
NIDN03091299901
UNSPECIFIED
Uncontrolled Keywords: kepuasan pelanggan; loyalitas pelanggan; pengalaman pelanggan; word of mouth
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Michael Tanggono
Date Deposited: 28 May 2025 02:44
Last Modified: 28 May 2025 02:44
URI: http://repository.uph.edu/id/eprint/68274

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