PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER VALUE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan UMKM Sub-Sektor Kuliner di Kota Bandar Lampung)

Gilang , Ferdinan Vadila Putra (2025) PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER VALUE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan UMKM Sub-Sektor Kuliner di Kota Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Di tengah perkembangan UMKM sektor kuliner di Indonesia, persaingan yang terjadi juga semakin ketat, sehingga mempertahankan pelanggan yang loyal menjadi sebuah tantangan bagi pelaku UMKM. Pnelitian ini bertujuan untuk mengetahui pengaruh customer experience dan customer value terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada pelanggan UMKM sub-sektor kuliner di Kota Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif eksplanatory research dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan teknik accidental sampling. Data dianalisis menggunakan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa; Pertama, customer experience berpengaruh terhadap customer satisfaction. Kedua, customer value berpengaruh terhadap customer satisfaction. Ketiga, customer satisfaction berpengaruh terhadap customer loyalty. Keempat, customer satisfaction berpengaruh dalam memediasi hubungan antara customer experience terhadap customer loyalty. Kelima, customer satidfaction berpengaruh dalam memediasi hubungan antara customer value terhadap customer loyalty. Kata Kunci : Customer In the midst of the development of MSMEs in the culinary sector in Indonesia, competition is also getting tougher, so maintaining loyal customers is a challenge for MSME players. This study aims to determine the ef ect of customer experience and customer value on customer loyalty with customer satisfaction as a mediating variable for MSME customers in the culinary sub-sector of the creative industry in Bandar Lampung City. This study uses a quantitative explanatory research approach with a survey method through distributing questionnaires to 100 respondents. The sampling technique used non-probability sampling techniques with accidental sampling techniques. Data were analyzed using SmartPLS 4.0 software. The results of this study indicate that; First, customer experience af ects customer satisfaction. Second, customer value af ects customer satisfaction. Third, customer satisfaction af ects customer loyalty. Fourth, customer satisfaction has an ef ect in mediating the relationship between customer experience and customer loyalty. Fifth, customer satidfaction has an ef ect in mediating the relationship between customer value and customer loyalty. Keywords: Customer Experience, Customer Value, Customer Satisfaction, Customer Loyalty

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 350 Administrasi publik dan ilmu militer > 351 Administrasi publik
Program Studi: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK (FISIP) > Prodi S1-Ilmu Administrasi Bisnis
Pengguna Deposit: UPT . Siswanti
Date Deposited: 29 Oct 2025 04:37
Terakhir diubah: 29 Oct 2025 04:37
URI: http://digilib.unila.ac.id/id/eprint/92305

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