Pengaruh Persepsi Nilai, Persepsi Harga, dan Kepercayaan terhadap Niat untuk Merekomendasikan dengan Mediasi Kepuasan Konsumen pada Mahar Agung Organizer

Aqilah, Nafla (2023) Pengaruh Persepsi Nilai, Persepsi Harga, dan Kepercayaan terhadap Niat untuk Merekomendasikan dengan Mediasi Kepuasan Konsumen pada Mahar Agung Organizer. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan bisnis jasa di Surabaya saat ini sedang mengalami peningkatan khususnya bisnis Wedding Organizer (WO) yang mengakibatkan persaingan pasar pun meningkat dalam beberapa tahun terakhir. Dalam mendapatkan tempat dan kesan tersendiri di hati masyarakat, ada beberapa faktor yang mendukung perusahaan salah satunya adalah loyalitas konsumen dalam merekomendasikan jasa perusahaan terhadap orang lain. Mahar Agung Organizer merupakan salah satu Wedding Organizer (WO) yang memiliki fenomena permasalahan terkait penurunan jumlah klien di tahun 2020-2022. Hal tersebut mengindikasi bahwa loyalitas dan kepuasan konsumen terhadap Mahar Agung Organizer mengalami penurunan. Penelitian ini bertujuan untuk mengkaji dan menganalisis persepsi nilai, persepsi harga, dan kepercayaan terhadap niat untuk merekomendasikan dengan mediasi kepuasan konsumen pada Mahar Agung Organizer. Pendekatan penelitian ini berjenis penelitian kuantitatif dengan simple random sampling sebanyak 78 sampel dari populasi klien Mahar Agung Organizer periode 2020-2022 yang berjumlah 342 orang. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner online dan diukur dengan menggunakan skala Likert. Teknik analisis data penelitian menggunakan Structural Equation Modelling (SEM) dengan bantuan software SmartPLS 4. Hasil analisis PLS-SEM menunjukkan bahwa persepsi nilai, persepsi harga, dan kepercayaan berpengaruh secara langsung dan positif terhadap kepuasan konsumen dan niat untuk merekomendasikan, sedangkan kepuasan konsumen tidak memiliki pengaruh terhadap niat untuk merekomendasikan sehingga tidak dapat memediasi hubungan persepsi nilai, persepsi harga, dan kepercayaan terhadap niat untuk merekomendasikan.
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The development of the service business in Surabaya is currently experiencing an increase, especially the Wedding Organizer (WO) business which has resulted in increased market competition in recent years. In getting its own place and impression of the people, there are several factors that support the company, one of which is consumer loyalty in recommending the company’s services to others. Mahar Agung Organizer is one of the Wedding Organizer (WO) who has a problem phenomenon related to a decrease in the number of clients in 2020-2022. This indicates that consumer loyalty and satisfaction to Mahar Agung Organizer has decreased. This study aims to examine and analyze perceived value, perceived price, and trust in intention to recommend by mediating consumer satisfaction at Mahar Agung Organizer. This research approach is a quantitative research type with simple random sampling of 78 samples from the Mahar Agung Organizer client population for the 2020-2022 period, totaling 342 people. The data collection method was carried out by distributing online questionnaires and was measured using a Likert scale. The research data analysis technique uses Structural Equation Modeling (SEM) with SmartPLS 4 software. The result of the PLS-SEM analysis show that perceived value, perceived price, and trust have a direct and positive effent on consumer satisfaction and intention to recommend, while consumer satisfaction has no influence on the intention to recommend so that it cannot mediate the relationship between perceived value, perceived price, and trust in the intention to recommend.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kepercayaan, Kepuasan Konsumen, Niat untuk Merekomendasikan, Persepsi Harga, Persepsi Nilai, Consumer Satisfaction, Intention to Recommend, Perceived Price, Perceived Value, Trust, Wedding Organizer.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Nafla Aqilah
Date Deposited:	02 Aug 2023 02:24
Last Modified:	02 Aug 2023 02:24
URI:	http://repository.its.ac.id/id/eprint/101759

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