Pengaruh Customer Loyalty Program serta Service Recovery Terhadap Customer Satisfaction dan Customer Retention

(Studi pada Pengguna Shopee di Kebumen)

  • Ninin Trisnawati Sekolah Tinggi Ilmu Ekonomi Putra Bangsa
  • Harini Abrilia Setyawati Sekolah Tinggi Ilmu Ekonomi Putra Bangsa
Keywords: Customer Loyalty Program, Service Recovery, Customer Satisfaction, Customer Retention

Abstract

The purpose  of this research is to find the influence of the customer loyalty program and service recovery on customer satisfaction and customer retention. The sampling method collection used in this research is nonprobability sampling, with collection technique is purposive sampling. Total sample of this research are 100 respondents. The research data collection use the questionnaire. Analysis of the data used are the instrument validity and reliability, the classic assumption test, hypothesis testing and path analysis using the SPSS 22 for windows program. The results of this research show that all items are valid and reliable. Both structural models qualified the classic assumption test criteria with no multicollinearity, heterokedasticity, and normality assumptions. Based on the results of the t test show that the variable customer loyalty program and service recovery significantly influence customer satisfaction, customer loyalty program and service recovery significantly influence customer retention, customer satisfaction has a significant effect on customer retention.

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Published
2020-06-30
How to Cite
Trisnawati, N., & Setyawati, H. (2020). Pengaruh Customer Loyalty Program serta Service Recovery Terhadap Customer Satisfaction dan Customer Retention. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(3), 491-503. https://doi.org/10.32639/jimmba.v2i3.493
Section
Articles