PENGARUH CUSTOMER EXPERIENCE, UTILITARIAN BENEFIT, HEDONIC BENEFIT TERHADAP INTENTION TO RECOMMEND MELALUI CUSTOMER SATISFACTION

MUHAMMAD RIZAL NASRUDDIN (2023) PENGARUH CUSTOMER EXPERIENCE, UTILITARIAN BENEFIT, HEDONIC BENEFIT TERHADAP INTENTION TO RECOMMEND MELALUI CUSTOMER SATISFACTION. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, utilitarian benefit, hedonic benefit terhadap intention to recommend melalui customer satisfaction. Variabel eksogen dalam penelitian ini adalah customer experience, utilitarian benefit, hedonic benefit, variabel endogen dalam penelitian ini adalah intention to recommend dan customer satisfaction sebagai variabel mediasi. Objek penelitian ini adalah Macbook dengan  jumlah sampel sebanyak 246 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan alat analisis AMOS 22. Berdasarkan hasil penelitian menunjukkan bahwa customer experience, utilitarian benefit, hedonic benefi  berpengaruh positif dan signifikan terhadap customer satisfaction. Customer satisfaction, utilitarian benefit berpengaruh positif dan signifikan terhadap intention to recommend. Akan tetapi, customer experience dan hedonic benefit tidak berpengaruh terhadap intention to recommend.

Item Type: Thesis (S1)
Uncontrolled Keywords: Customer experience, Utilitarian benefit, Hedonic benefit, Customer satisfaction, Intention to recommend
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: M. Erdiansyah
Date Deposited: 18 Oct 2023 06:07
Last Modified: 18 Oct 2023 06:07
URI: https://etd.umy.ac.id/id/eprint/37611

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