PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Survei pada Pelanggan KFC Kawi Malang) - Muhamad Iqbal Azhari; Dahlan Fanani; M. Kholid Mawardi (Jurnal Administrasi Bisnis, 2015)
Customer Experience is one of the factor that effects customer satisfaction. Positive experience will be remembered by the customer and the customers will refer the others related the experience. This research aimed to explain the influence of Customer Experience toward customer satisfaction and customer loyalty. This research was an explanatory research along with the use of quantitative approach. Population of this research is all the customers who have visited and have made transactions at KFC Kawi Malang. Questionnaires were distributed to 100 respondents. Purposive sampling was used as sampling technique. In addition, path analysis was used as data analysis technique. The result within the use of path analysis showed that; Customer Experience has significant effect on customer satisfaction with path coefficient (β) was 0,674 and p-value with the number of 0,000 (˂0,05); Customer Experience has significant effect on cutomer loyalty with coefficient (β) was 0,288 and p-value with the number of 0,003 (˂0,05); Customer satisfaction has significant effect on customer loyalty with coefficient (β) was 0,493 and p-value with the number 0,000 (˂0,05). Therefore, KFC should maintain and improve service, product quality, and condition outlets. Thus, customer satisfaction and customer loyalty will be increased. Kata Kunci: Customer Experience, Kepuasan Pelanggan, Loyalitas Pelanggan Abstrak Customer Experience merupakan salah satu faktor yang mempengaruhi kepuasan pelanggan. Pengalaman positif akan selalu diingat oleh pelanggan dan pelanggan akan menyarankan kepada orang lain terkait pengalaman tersebut. Penelitian ini bertujuan untuk menjelaskan pengaruh Customer Experience terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Penelitian ini bersifat explanatory research dengan menggunakan pendekatan kuantitatif. Populasi penelitian ini adalah seluruh pelanggan yang telah berkunjung dan melakukan transaksi di KFC Kawi Malang. Sedangkan kuesioner dibagikan kepada 100 orang responden. Penelitian ini menggunakan purposive sampling sebagai teknik pengambilan sampel dan analisis jalur sebagai teknik analisa data. Hasil uji analisis jalur menunjukan bahwa; Customer Experience berpengaruh signifikan terhadap Kepuasan Pelanggan dengan koefisien (β) 0,674 dan p-value 0,000 (˂0,05); Customer Experience berpengaruh signifikan terhadap Loyalitas Pelanggan dengan koefisien (β) 0,288 dan p-value 0,003 (˂0,05); Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan dengan koefisien (β) 0,493 dan p-value 0,000 (˂0,05). Oleh karena itu, KFC harus menjaga dan meningkatkan pelayanan, kualitas produk, dan kondisi gerai. Dengan demikian, kepuasan pelanggan dan loyalitas pelanggan semakin meningkat. keyword: Customer Experience, Customer Satisfaction, Customer Loyalty