Tanjung, Andhika (2017) Pengaruh Customer Satisfaction Terhadap Customer Retention (Survei Pada Pelanggan di J.Co Donut & Coffee Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui apakah Kepuasan Pelanggan berpengaruh signifikan dengan Retensi Pelanggan. Variabel independen dalam penelitian ini adalah Customer Satisfaction (X) terhadap variabel dependen Customer Retention (Y). Jenis penelitian yang digunakan yaitu penelitian penjelasan atau explanatory research, dengan pendekatan kuantitatif. Penelitian ini mengambil objek pelanggan dari J.Co Donut & Coffee Malang yang pernah melakukan pembelian minimal 2 kali. Jumlah sampel penelitian ini setelah diseleksi dengan teknik purposive sampling adalah sebanyak 116 responden. Analisis data yang digunakan adalah analisis regresi linier sederhana menggunakan SPSS 23.0. Hasil penelitian ini menunjukkan bahwa nilai koefisien determinasi (R2) adalah sebesar 0,283 yang berarti variabel independen mempengaruhi variabel dependen sebesar 28,3 & dan sisanya 71,7% dipengaruhi oleh variabel lain di luar penelitian ini beberapa faktor atau variabel yang memperngaruhi Customer Retention yakni Customer Trust, Switching Barriers yang memiliki pengaruh langsung terhadap Customer Retention dan ada juga beberapa faktor yang memperngaruhi secara tidak langsung yakni Customer Service Quality dan Customer Percived Value. Hasil uji t menunjukkan bahwa Customer Satisfaction (X) berpengaruh signifikan terhadap Customer Retention (Y).
English Abstract
This research aims to identify influence of Customer Satisfaction, to Customer Retention. The independent varible in this research are Customer Satsisfaction (X), with the dependent variable Customer Retention (Y). The type of research is explanatory research with quantitative approach. The object of research is the customer J.Co Donut & Coffee with minimum purchase at least 2 times. The sampling after selectes by purposive sampling tehcnique is as many as 116 people of respondents. The data analysis used is simple linier regression analysis using SPSS 23.0. The research result indicate that the coefficient of determination (R2) is 0,283 which means that the independent variables influences the dependent variable is 28,3% and the remaining 71,7% is influenced by other variables outside this research, some factors or variables that influances the Customer Retention of Customer Trust, Switching Barriers that have a direct influence on the Customer Retention and there are also several factors that indirectly influances the Customer Service Quality and Customer Percived Value. Research t test result indicate the Customer Satisfaction (X) significantly influence the Customer Retention (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1047/051712220 |
| Uncontrolled Keywords: | Customer Satisfaction, Customer Retention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 28 Dec 2017 03:00 |
| Last Modified: | 12 Nov 2020 15:25 |
| URI: | http://repository.ub.ac.id/id/eprint/7569 |
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