PENGARUH PERCEIVED VALUE DAN KEPUASAN PADA LOYALITAS PENGGUNA KARTU SELULER DI KOTA PURWOKERTO DENGAN VARIABEL VARIETY SEEKING SEBAGAI VARIABEL MODERASI
DOI:
https://doi.org/10.32424/jeba.v21i1.1294Abstract
Loyalitas pelanggan merupakan hal yang sangat penting bagi perusahaan untuk bertahan di tengah persaingan. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi nilai dan kepuasan pelanggan terhadap loyalitas pelanggan dengan kecenderungan mencari variasi sebagai variabel moderasi. Penelitian ini adalah penelitian kuantitatif dengan menggunakan metode survey. Metode pengambilan sampel yang digunakan adalah metode sampel purrposif dengan mengambil data 100 orang pengguna kartu seluler di kota Purwokerto. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi berganda dan analisis regresi dengan moderasi. Hasil riset menunjukkan 1)persepsi nilai memiliki pengaruh positif terhadap loyalitas pelanggan,2) kepuasan pelanggan memiliki pengaruh positif terhadaop loyalitas pelanggan, 3) kecenderungan mencari variasi memoderasi pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Implikasi penelitian menunjukkan bahwa perusahaan penyedia kartu seluler harus merancang program pemasaran yang efektif untuk untuk mempertahankan loyalitas pelanggan.
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