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