PENGALAMAN PENGUNJUNG TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PADA SUROBOYO NIGHT CARNIVAL MARKET

Felicia Gunawan, Febrie Gerungan, Serli Wijaya

Abstract


Abstrak : Penelitian ini bertujuan untuk mengetahui pengaruh dari pengalaman pengunjung terhadap kepuasan pelanggan dan loyalitas pelanggan di Suroboyo Carnival Night Market. Pengalaman pengunjung yang terdiri dari lima faktor suasana, partisipasi aktifitas, interaksi dengan pengunjung lain, interaksi dengan staf, dan desain. Penulis menggunakan metode Structural Equation Modeling (SEM) untuk menguji hubungan variabel bebas dan variabel terikat. Pengalaman pengunjung yaitu faktor suasana, partisipasi aktifitas, interaksi dengan staf, dan desain berpengaruh positif signifikan terhadap kepuasan pengunjung, kecuali variabel interaksi dengan pengunjung lain yang berpengaruh negatif signifikan. Begitu pula dengan kepuasan pelanggan yang berpengaruh positif signifikan terhadap loyalitas pengunjung.

Abstract : The study was conducted to determine the effect of visitor experience on customer satisfaction and customer loyalty at Suroboyo Carnival Night Market. Visitor experience consisting five factors namely ambience, visitor participation in activity, interaction with other customer, interaction between customer and employees, and design. The writer used Structural Equation Modeling (SEM) to test the effect of independent variables on the dependent variables. Visitor experience consisting of factor ambience, visitor participation in activity, interaction between customer and employees, and design positively significant influenced customer satisfaction except for visitor interaction with other customer which negatively significant influenced to customer satisfaction. Meanwhile, customer satisfaction positive significantly influenced visitor loyalty.

 

 


Keywords


pengalaman pengunjung, kepuasan pelanggan, loyalitas pelanggan

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References


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