Analisis Promotion Activites Terhadap Customer Loyalty Melalui Perceived Quality, Customer Experience, dan Customer Satisfaction Pada Pengguna Vivo Di Surabaya
Abstract
The rapid development of technology has made community activities
easier. One of the fastest growing technologies is smartphones. One of the
smartphone manufacturers in Indonesia is VIVO. VIVO is a global smartphone
manufacturer with production and research and development facilities in China
(Dongguan, Shenzhen, Nanjing, Beijing, Hangzhou and Chongqing), India,
Indonesia and the United States (San Diego).
This study aims to determine how the influence of Promotional Activities,
Perceived Quality, and Customer Experience on Customer Loyalty through
Customer Satisfaction. as input in knowing what factors influence Customer
Loyalty in terms of variables Promotional Activities, Perceived Quality, Customer
Experience, Customer Satisfaction. So that the company can make corrective steps
to ensure an increase in Customer Loyalty in the VIVO company which in turn
affects the performance of the company.
This research is a causal study. The research method used is a quantitative
method by processing data using AMOS. Data collection was done by distributing
questionnaires to 100 respondents with the characteristics of male and female
respondents aged 18-60 years, and had purchased and used VIVO mobile phones
in the last 6 months.
The results showed that the Promotion Activities variable had a significant
effect on Perceived Quality with a regression coefficient of 0.302; Promotion
Activities variables have a significant effect on Customer Experience with a
regression coefficient of 0.526; Perceived Quality variable has a significant effect
on Customer Satisfaction with a regression coefficient of 0.980; Customer
Experience variable has a significant effect on Customer Satisfaction with a
regression coefficient of 0.372; and the Customer Satisfaction variable has a
significant effect on Customer Loyalty with a regression coefficient of 0.944.
Collections
Related items
Showing items related by title, author, creator and subject.
-
Analisis pengaruh application design, customer service, security/privacy, fulfillment terhadap customer loyalty melalui customer satisfaction dan customer trust pada pelanggan aplikasi SOCO by Sociolla di Surabaya = Analysis of application design, customer service, security/privacy, fulfillment on customer loyalty through customer satisfaction and customer trust on customer application SOCO by Sociolla in Surabaya
Octavia, Yemima (Universitas Pelita Harapan Surabaya - Department Of Business School - Faculty Of Management, 2021-08-25)Perkembangan teknologi pada tahun 2020 dan 2021 menjadi lebih maju dan mengalami perkembangan yang amat pesat. Salah satu teknologi yang digunakan dan berguna saat pandemi seperti ini adalah e-commerce. E-commerce ini ... -
Analisis pengaruh perceived quality, perceived ease of use, design, applications, price, customer support, corporate image, switching barriers, terhadap customer loyalty melalui customer satisfaction pada pengguna Xiaomi di Surabaya = Analysis of perceived quality, perceived ease of use, design, applications, price, customer support, corporate image, switching barriers, on customer loyalty through customer satisfaction on Xiaomi user in Surabaya
Avissa, Maria Chrysilla (Universitas Pelita Harapan Surabaya - Department Of Business School - Faculty Of Management, 2021-08-21)Industri elektronik merupakah salah satu industri yang berperan penting demi memenuhi kebutuhan. Dari TV, kulkas, laptop, komputer, atau ponsel cerdas. Diketahui sendiri bahwa ponsel cerdas menjadi alat elektronik yang ... -
ANALISIS PENGARUH PHYSICAL ENVIRONMENT, INTERACTION WITH CUSTOMERS, DAN INTERACTION WITH STAFF TERHADAP CUSTOMER DELIGHT, CUSTOMER SATISFACTION DAN PADA AKHIRNYA TERHADAP CUSTOMER LOYALTY PENGUNJUNG BATU NIGHT SPECTACULAR DI SURABAYA
WIRATAMA, DEAN NATHANAEL (Universitas Pelita Harapan Surabaya - Department Of Business School - Faculty Of Management, 2019-09-18)Tourism continues to grow not only in developed countries, but also in developing countries as approved by Indonesia. The tourism sector for the country's economic growth, even the tourism sector has contributed 10.4% ...