Wardani, Linda Sri and Dr. Ulfa Andayani, S.Si.,M.Si and Dr. Dini Kurnia Irmawati, S.Pd.,M.Pd (2022) Pengaruh Market Orientation Terhadap Customer Loyalty Dengan Customer Value Sebagai Variabel Intervening Di Front One Inn Kediri. Diploma thesis, Universitas Brawijaya.
Abstract
Tujuan dilakukannya penelitian ini adalah (1) Mengetahui pengaruh market orientation terhadap customer loyaly, (2) Mengetahui pengaruh market orientation terhadap customer value, (3) Mengetahui pengaruh customer value terhadap customer loyalty, (4) Menganalisis pengaruh customer value dalam memediasi market orientation terhadap customer loyaly. Penelitian ini menggunakan metode kuantitatif dengan menggunakan objek penelitian customer Front One Inn Kediri yang telah menginap di Front One Inn Kediri lebih dari sekali. Sampel yang diambil sebanyak 98 responden dengan teknik purposive sampling. Selanjutnya pengolahan data menggunakan SPSS versi 24. Teknik analisis data menggunakan uji instrumen yaitu uji validitas dan uji reliabilitas. Untuk uji statistik menggunakan uji koefesien R2, uji F dan uji T. Uji asumsi klasik menggunakan uji normalitas, uji heterokedastisitas, uji multikolonearitas dan uji linearitas. Serta menggunakan path analysis. Berdasarkan hasil penelitian disimpulkan bahwa, market orientation memiliki pengaruh signifikan terhadap customer loyalty. Market orientation memiliki pengaruh signifikan terhadap customer value. Customer value memiliki pengaruh signifikan terhadap customer loyalty. Customer value dapat memediasi pengaruh market orientation terhadap customer loyalty.
English Abstract
The purpose of this study are (1) to determine the effect of market orientation on customer loyalty, (2) to determine the effect of market orientation to customer value, (3) to determine the effect of customer value on customer loyalty, (4) to analyze the influence of customer value in mediating market orientation to customer loyalty. This study uses a quantitative method by distributing questionnaires to 98 respondents who have stayed more than once and using a purposive sampling technique. Furthermore, data processing using SPSS version 24. Data analysis techniques using instrument tests, there are validity and reliability tests. For statistical test using coefficient R2, F test and T test. Classical assumption test using normality test, heteroscedasticity test, multicolonearity test and linearity test. And using path analysis method. Based on the results of the study, it was concluded that, Market Orientation have a significant impact towards Customer Loyalty. Market Orientation have a significant impact towards Customer Value. Customer Value have a significant impact towards Customer Loyalty. Customer Value can mediate the effect of Market Orientation on Customer Loyalty.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0522170042 |
| Uncontrolled Keywords: | Market Orientation, Customer Loyalty, Customer Value. |
| Divisions: | Program Vokasi > Usaha Wisata |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 24 May 2023 02:42 |
| Last Modified: | 24 May 2023 02:42 |
| URI: | http://repository.ub.ac.id/id/eprint/200166 |
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