CUSTOMER PERCEIVED VALUE DAN CUSTOMER TRUST: IDENTIFIKASI KEPUASAN DAN LOYALITAS KONSUMEN GO-CAR

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh customer perceived value dan customer trust terhadap kepuasan dan loyalitas konsumen. Studi kasus pada mahasiswa Universitas sriwijaya kampus Palembang pengguna Go-car. Data penelitian ini terdiri dari data primer dan data sekunder. Data primer diperoleh dengan menggunakan kuesioner. Sampel penelitian ini berjumlah 105 responden dengan menggunakan teknik Snowball sampling. Data sekunder diperoleh dari berbagai sumber seperti buku, jurnal, dan publikasi terkaitlainnya. Teknik analisis data yang digunakan adalah teknik analisis kuantitatif dengan menggunakan Analisis Jalur (Path Analyze). Hasil penelitian ini mengungkapkan bahwa customer perceived value dan customer trust berpengaruh positif dan signifikan terhadap kepuasan konsumen, customer perceived value dan customer trust berpengaruh positif namun tidak signifikan terhadap loyalitas konsumen, kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen, customer perceived value memiliki pengaruh tidak signifikan terhadap loyalitas konsumen melalui kepuasan konsumen, dan customer trustmemiliki pengaruh signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. The aims of this study was to determine the influence of customer perceived value and customer trust on customer satisfied and customer loyalty of Go-Car. Case study on collegian in University of Sriwijaya at Palembang used Go-Car. Both primary and secondary data were obtained. Primary data were obtained by distributing to the target respondents, a total sample of 105 respondents were obtained, using the Snowball Sampling. Secondary data were obtained from various sources such as books, journals, and other related publications. Data analysis technique used is quantitative analyze technique with Path Analyze. The results of this study revealed that customer perceived value and customer trust had positive and significant impact on customer satisfied, customer perceived value and customer trust had positive but not significant impact on customer loyalty, customer satisfied had positive and significant impact on customer loyalty, customer perceived value had no significant impact on customer loyalty by customer satisfied, and customer trust had significant impact on customer loyalty by customer satisfied. Â

Keywords

• manajemen pemasaran