PENGARUH NILAI, PENGALAMAN, KUALITAS LAYANAN, KEPUASAN KONSUMEN DAN PERILAKU MENCARI VARIASI TERHADAP LOYALITAS PELANGGAN DAN PERPINDAHAN MEREK (Study Kasus pada Pelanggan Beauty Care di Kota Cilacap)

KARNOWATI, NANDANG BEKTI (2020) PENGARUH NILAI, PENGALAMAN, KUALITAS LAYANAN, KEPUASAN KONSUMEN DAN PERILAKU MENCARI VARIASI TERHADAP LOYALITAS PELANGGAN DAN PERPINDAHAN MEREK (Study Kasus pada Pelanggan Beauty Care di Kota Cilacap). Masters thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This study aims to analyze the influence of consumer value, consumer experience, service quality, and variety seeking behaviour to brand switcing that mediated by customer loyalty. This study uses a purposive sampling technique with 84 respondents who are beauty clinic patients who have changed services from the previous beauty clinic and currently use beauty care for 1 year at the current beauty clinic. Questionnaire data were processed using Partial Least Square (PLS) analysis by testing the measurement model (outer) model and inner model with path coefficients. The results of the analysis show that consumer experience has a positive effect on customer loyalty, service quality has a positive effect on customer satisfaction, customer satisfaction has a negative effect on the varierty seeking behaviour and the variety seeking behaviour has a positive effect on brand switching. Consumer value, service quality and customer satisfaction do not affect customer loyalty while customer loyalty variables do not affect the brand switching of beauty care in Cilacap.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Consumer Value, Consumer Experience, Service Quality, Consumer Satisfaction, Variety Seeking Behaviour, Customer Loyalty, Brand Switcing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: Amri Hariri, SIP.
Date Deposited: 24 May 2021 02:45
Last Modified: 25 Mar 2022 02:48
URI: http://repository.ump.ac.id/id/eprint/10277

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