PENGARUH CUSTOMER EXPERIENCE DAN WORD OF MOUTH TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA FUJIKO RAMEN

Ika Maulida, Titiek Tjahja Andari, Endang Silaningsih

Abstract


Loyalitas pelanggan merupakan faktor penting dalam menjaga keberlangsungan usaha di tengah persaingan industri kuliner yang semakin ketat. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan word of mouth terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening pada pelanggan Fujiko Ramen di Cicurug. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian berjumlah 400 responden dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan analisis deskriptif dan analisis jalur dengan bantuan Statistical Package for the Social Sciences (SPSS) versi 25.00. Hasil penelitian menunjukkan bahwa customer experience dan word of mouth berpengaruh langsung positif dan signifikan terhadap customer satisfaction dan customer loyalty. Selain itu, customer experience dan word of mouth memiliki pengaruh tidak langsung terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening.

Keywords


Customer Experience; Word of Mouth; Customer Satisfaction; Customer Loyalty

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DOI: https://doi.org/10.37479/jimb.v9i2.41328

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo