PERAN EMOTIONAL DAN FUNGTIONAL VALUE DALAM MENINGKATKAN CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA APLIKASI GOJEK
DOI:
https://doi.org/10.22437/jmk.v14i2.46552Abstract
Penelitian ini bertujuan untuk menguji pengaruh Emotional Value dan Functional Value terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel intervening pada pengguna aplikasi Gojek. Penelitian dilakukan di Yogyakarta dengan melibatkan 120 responden yang merupakan pengguna aktif Gojek dan telah melakukan transaksi minimal satu kali dalam tiga bulan terakhir. Pemilihan responden didasarkan pada kriteria usia minimal 17 tahun dan pemahaman terhadap layanan Gojek. Data dianalisis menggunakan SPSS untuk menguji hubungan-hubungan antar variabel. Hasil penelitian menunjukkan bahwa Functional Value dan Customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Loyalty, sedangkan Emotional Value hanya berpengaruh signifikan secara langsung terhadap Customer Loyalty, namun tidak terhadap Customer Satisfaction. Temuan ini menegaskan bahwa persepsi nilai fungsional dan kepuasan pelanggan memainkan peran penting dalam membentuk loyalitas pelanggan terhadap layanan Gojek.
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