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Tinjauan Pengaruh Store Atmosphere, Experiental Marketing dan Persepsi Nilai Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen Sebagai Variabel Intervening: Studi Kasus pada Teman Semeja Coffee & Space Pekalongan Rengga Kusuma Putra
Jurnal Bisnis Kreatif dan Inovatif Vol. 1 No. 4 (2024): Desember : Jurnal Bisnis Kreatif dan Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubikin.v1i4.350

Abstract

This research, titled "OVERVIEW OF THE INFLUENCE OF STORE ATMOSPHERE, EXPERIENTIAL MARKETING, AND VALUE PERCEPTIONS ON CONSUMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE" (Case Study at Teman Semeja Coffee & Space Pekalongan), aims to analyze the effects of store atmosphere, experiential marketing, and perceived value on consumer loyalty, with customer satisfaction as an intervening variable. Data were collected through questionnaires from a sample of 100 respondents using a non-probability sampling method and purposive sampling technique. The study utilized validity and reliability tests, classical assumption tests, hypothesis testing (t-test), determination coefficient, path analysis, and the Sobel test with IBM SPSS 20.0. The results show that the store atmosphere has no significant effect on consumer loyalty (tcount = 1.901 < ttable = 1.984; Sig. = 0.060 > 0.05). Experiential marketing also shows no significant effect on consumer loyalty (tcount = 0.089 < ttable = 1.984; Sig. = 0.929 > 0.05; direct effect < indirect effect). However, perceived value has a significant effect on consumer loyalty (tcount = 2.046 > ttable = 1.984; Sig. = 0.044 < 0.05). Regarding the indirect effects, store atmosphere significantly affects consumer loyalty through customer satisfaction (Sobel test: tcount = 9.745 > ttable = 1.984; Sab = 0.0029 < 0.05), as does experiential marketing (Sobel test: tcount = 17.054 > ttable = 1.984; Sab = 0.0028 < 0.05) and perceived value (Sobel test: tcount = 34.191 > ttable = 1.984; Sab = 0.0029 < 0.05). Additionally, customer satisfaction has a significant direct effect on consumer loyalty (tcount = 4.889 > ttable = 1.984; Sig. = 0.000 < 0.05).
Analisis Pengaruh Customer Relationship Management (CRM) Terhadap Customer Satisfaction dan Customer Loyalty : Studi Pada Pengguna Dompet Digital Go-Pay Di Pekalongan Laelatul Maulida; Wenti Ayu Sunarjo; Rengga Kusuma Putra
Jurnal Bisnis Inovatif dan Digital Vol. 1 No. 4 (2024): Oktober : Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v1i4.356

Abstract

This research aims to determine the effect of Customer Relationship Management (CRM) on Customer Satisfaction and Customer Loyalty on the Gopay e-wallet in Pekalongan and its surroundings. This type of research is quantitative with a purposive sampling technique using a questionnaire distributed to 50 Gopay users in Pekalongan and surrounding areas. This research uses multiple regression analysis methods, classical assumption tests, t tests, and R2 square tests, using SPSS V.20. Partial test results show that Customer Relationship Management has a positive and significant effect On Customer Satisfaction and Customer Loyalty.
Co-Authors Laelatul Maulida Wenti Ayu Sunarjo