creators_name: Ahmad , Surya Fadilah 
creators_id: 2011011080 
type: other
datestamp: 2025-06-20 05:58:13
lastmod: 2025-06-20 05:58:13
metadata_visibility: show
title: PENGARUH PRODUCT QUALITY, ELECTRONIC SERVICE QUALITY,
DAN REWARDS PROGRAM TERHADAP CUSTOMER RETENTION
DENGAN RELATIONSHIP COMMITMENT SEBAGAI MEDIATOR
(STUDI PADA UMKM SURYA FRESH DI KOTA DEPOK 
JAWA BARAT) 
ispublished: pub
subjects: 332
full_text_status: restricted
abstract: Penelitian ini mengkaji faktor-faktor yang memengaruhi retensi pelanggan pada
UMKM Surya Fresh di Kota Depok Jawa Barat. Masalah utama yang
diidentifikasi adalah ketidakstabilan tingkat retensi pelanggan akibat persaingan
ketat dan tantangan dalam pemasaran digital. Studi ini bertujuan untuk
menganalisis pengaruh kualitas produk, kualitas layanan elektronik, program
penghargaan, serta komitmen hubungan terhadap retensi pelanggan. Penelitian ini
menggunakan metode kuantitatif dengan desain explanatory research untuk
menguji hubungan antar variabel. Data primer dikumpulkan melalui kuesioner
Likert kepada pelanggan Surya Fresh, dengan sampel 224 responden
menggunakan teknik simple random sampling. Analisis data dilakukan dengan
metode PLS-SEM menggunakan SmartPLS, mencakup uji validitas, reliabilitas,
serta pengujian model struktural. Penelitian ini menemukan bahwa pengaruh
kualitas produk, kualitas layanan elektronik, dan program penghargaan
berpengaruh signifikan terhadap komitmen hubungan dan retensi pelanggan Surya
Fresh. Komitmen hubungan memediasi hubungan ketiga faktor tersebut dengan
retensi pelanggan. Kualitas layanan elektronik dan kualitas produk yang tinggi
serta program penghargaan yang menarik memperkuat loyalitas dan retensi
pelanggan, mendorong pertumbuhan bisnis berkelanjutan. Kualitas produk,
kualitas layanan elektronik, dan program penghargaan berpengaruh signifikan
terhadap komitmen hubungan dan retensi pelanggan di Surya Fresh. Komitmen
hubungan juga terbukti memediasi pengaruh tersebut. Surya Fresh disarankan
meningkatkan ketersediaan produk, respons admin, serta variasi promo. Peneliti
selanjutnya dapat menerapkan studi ini di industri lain dan menambahkan metode
kualitatif.


Kata Kunci: kualitas produk, kualitas layanan elektronik, program
penghargaan, komitmen hubungan, retensi pelanggan 
 
This study examines the factors that influence customer retention at Surya Fresh
MSMEs in Depok City, West Java. The main problem identified is the instability of
customer retention levels due to fierce competition and challenges in digital
marketing. This study aims to analyze the influence of product quality, e-service
quality, reward programs, and relationship commitment on customer retention. 
This study uses a quantitative method with an explanatory research design to test
the relationship between variables. Primary data was collected through a Likert
questionnaire to Surya Fresh customers, with a sample of 224 respondents using
simple random sampling technique. Data analysis was carried out using the PLSSEM
method
using
SmartPLS,
including
validity,
reliability,
and
structural
model

testing.

This study found that the influence of product quality, e-service quality,
and reward programs had a significant effect on relationship commitment and
customer retention of Surya Fresh. Relationship commitment mediates the
relationship between these three factors and customer retention. High e-service
quality and product quality as well as attractive reward programs strengthen
customer loyalty and retention, driving sustainable business growth. Product
quality, e-service quality, and reward programs have a significant effect on
relationship commitment and customer retention at Surya Fresh. Relationship
commitment is also proven to mediate these effects. Surya Fresh is advised to
improve product availability, admin response, and promo variations. Future
researchers can apply this study in other industries and add qualitative methods. 


Keywords: Product Quality, E-Service Quality, Reward Program, Relationship 
Commitment, Customer Retention


date: 2025-05-23
date_type: published
publisher: FAKULTAS EKONOMI DAN BISNIS
place_of_pub: UNIVERSITAS LAMPUNG
citation:   Ahmad , Surya Fadilah   (2025) PENGARUH PRODUCT QUALITY, ELECTRONIC SERVICE QUALITY, DAN REWARDS PROGRAM TERHADAP CUSTOMER RETENTION DENGAN RELATIONSHIP COMMITMENT SEBAGAI MEDIATOR (STUDI PADA UMKM SURYA FRESH DI KOTA DEPOK JAWA BARAT).  FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/89149/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/89149/2/SKRIPSI%20FULL%20TANPA%20LAMPIRAN.pdf
document_url: http://digilib.unila.ac.id/89149/3/SKRIPSI%20FULL%20TANPA%20PEMBAHASAN.pdf