PENGARUH PENGALAMAN PELANGGAN DAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN TOKO BELIA COSMETICS (Studi Kasus pada Konsumen Toko Belia Cosmetics Wilayah Surabaya Barat)

Putri, Mahadewi Prima (2024) PENGARUH PENGALAMAN PELANGGAN DAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN TOKO BELIA COSMETICS (Studi Kasus pada Konsumen Toko Belia Cosmetics Wilayah Surabaya Barat). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Industri kosmetik dan skincare mengalami perkembangan yang sangat pesat di era sekarang. Perkembangan ini dipicu oleh pengalaman berbelanja pelanggan dan promosi dari mulut ke mulut. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman pelanggan dan word of mouth terhadap loyalitas pelanggan toko belia cosmetics (Studi Kasus pada Konsumen Toko Belia Cosmetics Wilayah Surabaya Barat). Pendekatan yang digunakan yaitu penelitian kuantitatif yang berfokus pada pengujian hubungan antar variabel. Populasi penelitian ini adalah seluruh pelanggan toko belia cosmetics. Sampel yang digunakan adalah Purposive sampling dengan kriteria konsumen yang telah membeli produk di toko belia cosmetics minimal 3 kali pembelian, konsumen berusia minimal 17 tahun dan berdomisili di Surabaya Barat. 100 responden merupakan sampel yang diolah dengan penyebaran kuesioner secara online melalui google form sebagai pengumpulan data. Data diolah menggunakan IBM Statistic SPSS versi 25, Teknik analisis data menggunakan menggunakan analisis regresi linier berganda. Hasil pengujian hipotesis dengan uji t menunjukan bahwa hipotesis pertama, pengalaman pelanggan berpengaruh signifikan terhadap loyalitas pelanggan toko belia cosmetics dan dapat diterima. Hipotesis kedua, word of mouth tidak berpengaruh signifikan terhadap loyalitas pelanggan toko belia cosmetics dan dapat diterima. Kata Kunci : Pengalaman Pelanggan, Word of Mouth, dan Loyalitas Pelanggan ABSTRACT The cosmetics and skincare industry is experiencing rapid growth in the current era. This development was triggered by customer shopping experience and word of mouth. The purpose of this study was to determine the effect of customer experience and word of mouth on customer loyalty at Belia cosmetics stores (Case Study on Consumers of Belia Cosmetics Stores in West Surabaya Region). The approach used is quantitative research which focuses on testing the relationship between variables. The population of this study were all customers of the Belia Cosmetics store. The sample used is purposive sampling with the criteria that consumers who have bought products at the belia cosmetics store at least 3 times purchase, consumers are at least 17 years old and live in West Surabaya. 100 respondents were the sample processed by distributing questionnaires online via google form as data collection. The data is processed using IBM Statistic SPSS version 25, the data analysis technique uses multiple linear regression analysis. The results of hypothesis testing with the t test show that the first hypothesis, customer experience has a significant effect on customer loyalty at the belia cosmetics store and can be accepted. The second hypothesis, word of mouth does not have a significant effect on customer loyalty at the belia cosmetics store and can be accepted. Keywords: Customer Experience, Word of Mouth, and Customer Loyalty

Item Type:	Thesis (Bachelor (S1))
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Mahadewi Prima Putri
Date Deposited:	29 May 2024 04:11
Last Modified:	29 May 2024 04:11
URI:	http://erepository.uwks.ac.id/id/eprint/17421

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