Pengaruh Customer Value Co Creation Behavior Terhadap Customer Value dan Dampaknya Pada Customer Satisfaction (Survei Terhadap Pelanggan Aplikasi Ruangguru di Indonesia)

Ekawati, Mustika and Andriani Kusumawati,, S.Sos., M.Si., DBA. and Mohammad Iqbal,, S.Sos., MIB., DBA. (2021) Pengaruh Customer Value Co Creation Behavior Terhadap Customer Value dan Dampaknya Pada Customer Satisfaction (Survei Terhadap Pelanggan Aplikasi Ruangguru di Indonesia). Magister thesis, Universitas Brawijaya.

Abstract

Perspektif pemasaran terus mengalami perubahan dimana pelaku bisnis berusaha mengadopsi produk berdasarkan perspektif konsumen yang berfokus pasa sumberdaya tak berwujud, hubungan dan penciptaan nilai bersama. Penciptaan nilai pelanggan bertujuan untuk mempertahankan dan menciptakan kepuasan pelanggan. Value co-creation behavior mengukur bagaimana perusahaan dan pelanggan berkomunikasi dan berkolaborasi mengenai pemikiran dan kemampuan masing masing untuk menciptakan nilai bersama. Kepuasan konsumen dapat terbentuk melalui value co-creation behavior dan customer value. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh customer value co creation behavior terhadap customer value dan dampaknya pada customer satisfaction. Jenis penelitian ini adalah explanatory research. Unit analisinya adalah pelanggan aplikasi Ruangguru yang telah berlangganan minimal satu bulan. Lokasi penelitian ini di PT Ruang Raya Indonesia (Ruangguru). Populasi penelitian ini merupakan pelanggan aplikasi Ruangguru di seluruh kota di Indonesia. Teknik sampling yang digunakan adalah purposive sampling dengan metode two stage sampling. Jumlah sampel yang digunakan sebanyak 195 responden. Kuesioner digunakan sebagai metode pengumpulan data primer dalam penelitian yang kemudian diolah menggunakan software SPSS 24 dan SmartPLS 3.0. Hasil penilitian ini menunjukkan bahwa (1) customer participation behavior (X1) berpengaruh positif dan signifikan terhadap customer value (Y1); (2) customer participation behavior (X1) tidak berpengaruh signfikan terhadap customer satisfaction (Y2); (3) customer citizenship behavior (X2) berpengaruh positif dan signifikan terhadap customer value (Y1); (4) customer citizenship behavior (X2) berpengaruh positif dan signifikan terhadap customer satisfaction (Y2); (5) customer value (Y1) berpengaruh positif dan signifikan terhadap customer satisfaction (Y2). Dalam rangka mempertahankan dan meningkatkan customer value di masa yang akan datang maka pihak manajemen aplikasi Ruangguru dapat meningkatkan customer participation behavior dan customer citizenship behavior sehingga dapat meningkatkan customer satisfaction.

English Abstract

The marketing perspective continues to change where businesses are trying to adopt products based on a consumer perspective that focuses on intangible resources, relationships and shared value creation. Customer value creation aims to maintain and create customer satisfaction. Value co-creation behavior measures how companies and customers communicate and collaborate about each other's thinking and ability to create shared value. Consumer satisfaction can be formed through value co-creation behavior and customer value. This study aims to determine and explain the effect of customer value co�creation behavior on customer value and its impact on customer satisfaction. This type of research is explanatory research. The unit of analysis on the PT. Ruang Raya Indonesia (Ruangguru). The population is customer who have be customers for at least one month. The location of this research is Ruangguru application customers in all cities in Indonesia. The sampling technique used was purposive sampling with two stage sampling method. The number of samples in this study were 195 respondents. The questionnaire was used as the primary data collection method in the study which was then processed using SPSS 24 and SmartPLS 3.0 software. The results of this study indicate that (1) customer participation behavior (X1) has a positive and significant effect on customer value (Y1); (2) customer participation behavior (X1) has no significant effect on customer satisfaction (Y2); (3) customer citizenship behavior (X2) has a positive and significant effect on customer value (Y1); (4) customer citizenship behavior (X2) has a positive and significant effect on customer satisfaction (Y2); (5) customer value (Y1) has a positive and significant effect on customer satisfaction (Y2). In order to maintain and improve customer value in the future, the management of the Ruangguru application can improve customer participation behavior and customer citizenship behavior so as to increase customer satisfaction

Item Type:	Thesis (Magister)
Identification Number:	0423030058
Uncontrolled Keywords:	customer participation behavior, customer citizenship behavior, customer value, customer satisfaction.
Divisions:	S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi
Depositing User:	Endang Susworini
Date Deposited:	18 Jan 2024 01:57
Last Modified:	18 Jan 2024 01:57
URI:	http://repository.ub.ac.id/id/eprint/210806

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