Riyani Putri, Fadhila (2024) PENGARUH INOVASI PRODUK DAN INOVASI LAYANAN TERHADAP KEPUASAN KONSUMEN DALAM MEMBENTUK LOYALITAS PELANGGAN (Studi Pada Geprek Bensu Cilegon). S1 thesis, UNVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the testing of the Product Innovation and Service Innovation variables on Consumer Satisfaction and Customer Loyalty as intervening variables. The research method used was quantitative with a descriptive approach. This research carried out data collection based on questionnaires and literature studies. The population in this study were people in Cilegon City aged 17 - 35 years and the sample was 105 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results of this research are that product innovation influences consumer satisfaction, product innovation influences customer loyalty, service innovation influences consumer satisfaction, service innovation weakens customer loyalty, consumer satisfaction influences customer loyalty, product innovation with consumer satisfaction is able to mediate customer loyalty, and Innovation service with consumer satisfaction is able to mediate influential customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengujian variabel Inovasi Produk dan Inovasi Layanan terhadap Kepuasaan Konsumen dan Loyalitas Pelanggan sebagai variabel intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi pustaka. Populasi dalam penelitian ini adalah masyarakat di Kota Cilegon yang berusia 17 – 35 tahun dan sampel nya sebanyak 105 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunkan alat analisis SmartPLS 4.0. Hasil penelitian ini adalah inovasi produk berpengaruh kepuasaan konsumen, inovasi produk berpengaruh terhadap loyalitas pelanggan, inovasi layanan berpengaruh terhadap kepuasaan konsumen, inovasi layanan memperelemah terhadap loyalitas pelanggan, kepuasaan konsumen berpengaruh terhadap loyalitas pelanggan, inovasi produk dengan kepuasaan konsumen mampu memediasi loyalitas pelanggan, dan Inovasi layanan dengan kepuasaan konsumen mampu memediasi loyalitas Pelanggan berpengaruh. | |||||||||
| Uncontrolled Keywords: | Product Innovation, Service Innovation, Consumer Satisfaction, Customer Loyalty Inovasi Produk, Inovasi Layanan, Kepuasaan Konsumen, Loyalitas Pelanggan | |||||||||
| Subjects: | Communication > Science Journalism | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Fadhila Riyani Putri | |||||||||
| Date Deposited: | 03 Jan 2025 12:10 | |||||||||
| Last Modified: | 03 Jan 2025 12:10 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44499 |
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