Meningkatkan Kepuasan Pelanggan melalui Persepsi Harga dan Customer Experience: Peran Customer Trust sebagai Mediator
DOI:
https://doi.org/10.32493/Inovasi.v11i1.p22-36.40255Keywords:
Persepsi Harga; Pengalaman Pelanggan; Kepercayaan Pelanggan; Kepuasan pelangganAbstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh persepsi harga dan pengalaman pelanggan terhadap kepuasan pelanggan yang dimediasi oleh kepercayaan pelanggan. Metode analisis data yang digunakan adalah PLS-SEM dengan menggunakan software Smart-PLS 3 untuk mengolah data. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebagai pengambilan sampel. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebagai teknik pengambilan sampel. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif, yaitu dengan menyebarkan kuesioner melalui survei yang diberikan kepada pelanggan. Kuesioner dibagikan kepada 288 pelanggan yang berkunjung atau pernah berkunjung ke lokasi penelitian sebagai ukuran sampel akhir. Hasil penelitian ini antara lain, persepsi harga berpengaruh terhadap kepercayaan pelanggan. Persepsi harga berpengaruh dan signifikan terhadap kepuasan pelanggan. Selanjutnya pengalaman pelanggan berpengaruh terhadap kepercayaan pelanggan dan pengalaman pelanggan berpengaruh signifikan terhadap kepuasan pelanggan. Secara keseluruhan persepsi harga dan pengalaman pelanggan berpengaruh dan signifikan terhadap kepuasan pelanggan yang dimediasi oleh kepercayaan pelanggan.
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