Fadhila, Wildan and Radityo Putro Handrito., S.E., M.M., Ph.D (2021) Peran Customer Satisfaction sebagai Mediasi antara Service Quality dan Product Innovation Terhadap Customer Loyalty (Studi pada Seluruh Gerai Mixue). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan industri F&B yang begitu pesat serta barrier masuk yang cukup rendah, membuat persaingan bisnis pada industri ini begitu ketat. Sehingga, para pelaku usaha harus memiliki keunggulan kompetitif agar dapt mempertahankan bisnisnya. Penelitian ini bertujuan untuk mengetahui pengaruh service quality dan product innovation terhadap customer loyalty yang dimediasi oleh customer satisfaction pada pelanggan Mixue di kota Malang. Penelitian ini menggunakan metode kuantitatif dan eksplanatori untuk menentukan hubungan antara variabelvariabel tersebut melalui pengujian hipotesis. Penelitian ini dilakukan dengan menggunakan metode purposive sampling dengan jumlah sampel total sebanyak 230 pelanggan Mixue yang telah melakukan pemesanan melalui kuesioner yang didistribusikan secara online. Data yang terkumpul telah diolah menggunakan Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS 4. Pengujian hipotesis menggunakan sistem bootstrapping untuk mendapatkan nilai-nilai T-Statistic dan PValue. Penelitian ini menunjukkan bahwa service quality dan product innovation memiliki pengaruh positif dan signifikan terhadap customer loyalty yang dimediasi oleh customer satisfaction.
English Abstract
The rapid growth of the F&B industry coupled with relatively low entry barriers has intensified business competition within this sector. Consequently, business actors must possess a competitive advantage in order to sustain their businesses. The research aims to investigate the effect of service quality and product innovation on customer loyalty mediated by customer satisfaction on customers of Mixue outlets in Malang city. This study employed quantitative and explanatory methods to determine the relationship between the variables through hypothesis testing. The study was conducted using a purposive sampling method with a total sample of 230 Mixue customers who had placed orders through questionnaires distributed online and offline. The data collected had been processed using Partial Least Square (PLS) with the help of SmartPLS 4 software. The hypothesis testing used a bootstrapping system to get the T-Statistic and P-Value values. This study indicates that service quality and product innovation have a positive and significant effect on customer loyalty mediated by customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020705 |
| Uncontrolled Keywords: | Service Quality, Product Innovation, Customer Satisfaction, Customer Loyalty. |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 24 Jan 2024 07:43 |
| Last Modified: | 24 Jan 2024 07:43 |
| URI: | http://repository.ub.ac.id/id/eprint/210991 |
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