ANALISIS PENGARUH CUSTOMER EXPERIENCE TERHADAP LOYALITAS PELANGGAN
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abstract
This study aims to see the effect of sense, feel, act, think, relate on customer loyalty. The variables sense, feel, act, think and relate are part of the customer experience which are the independent variables, while the variable customer loyalty is the dependent variable. The object of this research is the visitors to the hoka-hoka bento restaurant or what is known as hokben. The target respondents for this study were 70 people spread across four hokben outlets in the South Jakarta area. The results of the study show that the variables sense, act and relate have a positive effect on customer loyalty in Hokben restaurant, while the variables feel and think do not have a significant effect on customer loyalty. The most dominant dimension of customer experience in this study is shown in the act experience variable.
abstrak
Penelitian ini bertujuan untuk melihat pengaruh antara sense, feel, act, think, relate terhadap loyalitas pelanggan. Variabel sense, feel, act, think dan relate adalah bagian dari customer experience yang menjadi variabel independen, sedangkan variabel loyalitas pelanggan adalah sebagai variabel terikat. Adapun objek penelitian ini adalah pengunjung restoran hoka-hoka bento atau yang dikenal hokben. Target responden untuk penelitian ini berjumlah 70 orang yang tersebar di empat gerai hokben di wilayah Jakarta Selatan. Hasil peneltian menunjukan bahwa variabel sense, act dan relate berpengaruh positif terhadap loyalitas pelanggan restoran hokben sedangkan variabel feel dan think tidak berpengaruh signifikan terhadap loyalitas pelanggan. Dimensi customer experience dalam penelitian ini yang paling dominan ditunjukan pada variabel act experience.
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