Analisis Peningkatan Loyalitas Pelanggan Dan Kepuasan Pelanggan Melalui Fungsionalitas, Pengalaman, Reputasi Dan Kualitas Layanan

Ahmad Afendy Susanto, Nur Ahmad Budi Yulianto

Abstract


Penelitian ini bertujuan untuk mengetahui signifikansi pengaruh fungsional, pengalaman, reputasi terhadap kualitas layanan. Kemudian untuk mengetahui signifikansi pengaruh kualitas layanan terhadap kepuasan dan loyalitas pelanggan. Dan yang terakhir untuk mengetahui signifikansi pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Populasi yang digunakan dalam penelitian ini adalah jumlah penduduk di Semarang yaitu sebesar 1.685.909 orang. Sedangkan pada sampelnya, peneliti mengambil sampel dengan menggunakan teknik Nonprobability Sampling, yaitu teknik sampling yang tidak memberikan peluang atau kesempatan yang sama bagi setiap anggota populasi untuk dipilih menjadi anggota sampel. Lebih lanjut, dalam teknik nonprobability sampling akan dilakukan secara sampling aksidental. Sampling aksidental adalah teknik penentuan sampel berdasarkan kebetulan. yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sebagai sampel, bila orang yang ditemui tersebut sesuai sebagai sumber data. Dalam tekning sampling aksidental, pengambilan sampel tidak ditetapkan terlebih dahulu. Peneliti langsung mengumpulkan data dari unit sampling yang ditemui. Berdasarkan teknik tersebut didapatkan sampel sebanyak 115 orang. Metode analisis yang digunakan yaitu analisis deskriptif dan Analisis Sructural Equation Modeling (SEM). Hasil penelitian menyatakan bahwa fungsional dan pengalaman berpengaruh terhadap kualitas layanan, sedangkan reputasi tidak. Kualitas layanan berpengaruh terhadap kepuasan pelanggan, tetapi kualitas layanan tidak berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan tidak berpengaruh terhadap loyalitas pelanggan. Perusahaan sebaiknya menambah kapasitas server sehingga mampu menampung lebih banyak data dan meningkatkan bandwidth agar kecepatan aplikasi meningkat.  Penelitian selanjutnya sebaiknya memperbesar ukuran sampel dan memperbaiki metode pengumpulan datanya.

Keywords


Gopay; Kepuasan Pelanggan; Loyalitas Pelanggan

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DOI: https://doi.org/10.37479/jimb.v6i2.21960

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Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo