Sa'adah, Silviana Khalilatus (2025) Peran Mediasi Memorable Customer Experience Dan Customer Satisfaction Dalam Hubungan Antara Nilai Utilitarian Terhadap Loyalitas Pelanggan : Studi Pada Layanan Umrah dengan Moderasi Brand Reputation. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 6031222004-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6031222004-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (25MB) | Request a copy |
Abstract
Sektor industri jasa perjalanan umrah secara konsisten meningkat sejak tahun 2020 di Indonesia. Dalam persaingan pasar yang semakin kompetitif ditengah permintaan calon jamaah umrah, mendorong PPIU untuk mengadopsi strategi yang berfokus tidak hanya menarik pelanggan namun juga mempertahankan pelanggan. Tujuan utama dari penelitian ini untuk menganalisis dan mengidentifikasi pengaruh utilitarian value terhadap loyalitas pelanggan jamaah umrah, dengan mempertimbangkan peran mediasi dari memorable customer experience dan customer satisfaction. Penelitian ini juga mengukur peran moderasi brand reputation dalam menciptakan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dan Kruskall-Wallis. Penyebaran kuesioner dilakukan secara online (self administired questionnaire) kepada jamaah umrah yang menggunakan layanan tour & travel umrah yang berada di 4 Provinsi penyumbang jamaah umrah terbesar di Indonesia meliputi Jawa Barat, Jawa Timur, DKI Jakarta, dan Jawa Tengah. Temuan dari penelitian menunjukkan bahwa utilitarian value dan customer satisfaction berpengaruh signifikan terhadap loyalitas pelanggan. Begitupun utilitarian value yang dirasakan jamaah umrah berpengaruh signifikan terhadap memorable customer experience dan customer satisfaction. Yang kemudian customer satisfaction berhasil memediasi hubungan antara utilitarian value dengan loyalitas pelanggan. Secara praktis, hasil dari penelitian ini memberikan wawasan dan pemahaman bagi para pelaku usaha tour & travel umrah untuk menciptakan dan meningkatkan loyalitas pelanggan dengan mengedepankan aspek kemudahan dan manfaat dari program yang dirasakan pelanggan. Selain itu hasil dari penelitian berkontribusi pada pengembangan teori mengenai loyalitas pelanggan dalam industri jasa.
=======================================================================================================================================
The umrah travel service industry sector has consistently increased since 2020 in Indonesia. In an increasingly competitive market amidst the demand from prospective umrah pilgrims, it encourages PPIU to adopt strategies that focus not only on attracting customers but also on retaining them. The main objective of this research is to analyze and identify the influence of utilitarian value on the loyalty of umrah pilgrims, considering the mediating roles of memorable customer experience and customer satisfaction. This research also measures the moderating role of brand reputation in creating customer loyalty. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) and Kruskal-Wallis methods. The distribution of the questionnaire was conducted online (self-administered questionnaire) to umrah pilgrims who used umrah tour & travel services located in the 4 provinces contributing the largest number of umrah pilgrims in Indonesia, namely West Java, East Java, DKI Jakarta, and Central Java. The research results show that utilitarian value and customer satisfaction significantly affect customer loyalty. Similarly, the utilitarian value perceived by umrah pilgrims significantly affects memorable customer experience and customer satisfaction. Which then customer satisfaction successfully mediates the relationship between utilitarian value and customer loyalty. Practically, the results of this research provide insights and understanding for umrah tour and travel business operators to create and enhance customer loyalty by prioritizing the aspects of convenience and benefits of the programs perceived by customers. In addition, the results of the research contribute to the development of theories regarding customer loyalty in the service industry.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Utilitarian, Memorable Customer Experience, Customer Satisfaction, Brand Reputation, Loyalitas Pelanggan; Utilitarian, Memorable Customer Experience, Customer Satisfaction, Brand Reputation, Customer Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD9980.5 Service industries--Quality control. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Silviana Khalilatus Sa’adah |
| Date Deposited: | 31 Jan 2025 10:48 |
| Last Modified: | 31 Jan 2025 10:48 |
| URI: | http://repository.its.ac.id/id/eprint/117129 |
Actions (login required)
 |
View Item |