PENGARUH IN-STORE CUSTOMER EXPERIENCE (ISCX) TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY GERAI KOSMETIK DIOR DI KALANGAN MAHASISWA UNIVERSITAS SWASTA SURABAYA

Stephanie Ciputra

Abstract


Penelitian ini bertujuan untuk melakukan uji Pengaruh Pengaruh In-store Customer Experience terhadap Customer Satisfaction dengan Customer Loyalty pada gerai kosmetik Dior di kalangan mahasiswa Universitas Swasta Surabaya. Pengumpulan data dilakukan dengan cara penyebaran google survey. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Teknik pengambilan sampel pada penelitian ini menggunakan metode Convenience Sampling. Jumlah sampel yang ditetapkan pada penelitian ini berjumlah 113 responden. Proses pengolahan data dilakukan dengan menggunakan program SmartPLS. Hasil dari penelitian ini menunjukkan bahwa terdapat Pengaruh In-store Customer Experience terhadap Customer Satisfaction dengan Customer Loyalty pada gerai kosmetik Dior di kalangan mahasiswa Universitas Swasta Surabaya.


Keywords


in-store customer experience; customer satisfaction; customer loyalty; affective experience; cognitive experience; social experience; physical experience

Full Text:

PDF

References


Abrudan, I. N., Plăias, I., & Dabija, D. C. (2015). The Relationship among image, satisfaction and loyalty - innovative factor of competitiveness for shopping centers. Amfiteatru economic, 17(39), 536–552.

Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International journal of retail and distribution management, 41(10), 790– 804. https://doi.org/10.1108/IJRDM- 08-2012-0084

Beth Shapouri. (2016). The Way we buy beauty now: How millennial skepticism is revolutionizing the beauty industry, one purchase at a time. Tobacco attitudes and behaviors (tabs). https://www.racked.com/2016/5/26/116 74106/buying-beauty-sephora- department

Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of service management, 28(5), 884–913. https://doi.org/10.1108/JOSM-06-2016- 0142

Cosmetics Europe. (2017, April). Consumer insights 2017. Cosmetics europe, 1. https://www.cosmeticseurope.eu/files/6 114/9738/2777/CE_Consumer_Insights _2017.pdf

Dagger, T. S., Sweeney, J. C., & Johnson, L. W. (2007). A Hierarchical model of health service quality: Scale development and investigation of an integrated model. Journal of service research, 10(2), 123–142. https://doi.org/10.1177/1094670507309 594

De Looze, M. P., Kuijt-Evers, L. F. M., & Van Dieën, J. (2003). Sitting comfort and discomfort and the relationships with objective measures. Ergonomics, 46(10), 985–997. https://doi.org/10.1080/0014013031000 121977

Dimofte, C. V. (2010). Implicit measures of consumer cognition: A Review. Psychology and marketing, 27(10), 921–937. https://doi.org/10.1002/mar.20366

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:. An Overview of experience components that co-create value with the customer. European management journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.0 05

Lee,

J.-H. (2016). Differences in customer satisfaction and repurchase intention for online and offline purchases about south korean cosmetics. Indian journal

of science and technology, 9(S1), 1–7. https://doi.org/10.17485/ijst/2016/v9is1 /109878

Nielsen. (2018). Konsumen indonesia lebih suka merek kosmetik global. April, 1.

Ograjenšek, I., & Gal, I. (2011). The concept and assessment of customer satisfaction. Modern analysis of customer surveys: With applications using r, november, 107–127. https://doi.org/10.1002/9781119961154 .ch7

Ouwersloot, H., & Odekerken-Schröder, G. (2008). Who’s who in brand communities - and why?. European journal of marketing, 42(5–6), 571– 585. https://doi.org/10.1108/0309056081086 2516

Ranabhat, d. (2018). customer loyalty in business. centria University of Applied

Science, March, 33+3. https://www.theseus.fi/bitstream/handle /10024/142883/Ranabhat Durga .pdf?sequence=1&isAllowed=y

Riduwan. (2015). Dasar-dasar statistika. Bandung: Alfabeta.

Sugiyono. (2007). Statistika untuk penelitian (cetakan 10). Bandung: Alfabeta.

Sugiyono. (2018). Metode penelitian kualitatif dan r&d.Bandung:Alfabeta

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11. 001


Refbacks

  • There are currently no refbacks.