Pengaruh Customer Experience terhadap Customer Loyalty melalui Perceived Usefulness dan Customer Satisfaction dengan Moderasi Perceived Risk pada Pengguna Telkomsel Surabaya

Nabila Nabila, Nadia Nur Thairrah

Abstract


Persaingan industri telekomunikasi mendorong Telkomsel untuk mempertahankan loyalitas pelanggan di tengah tren penurunan jumlah pengguna. Penelitian ini bertujuan menganalisis pengaruh customer experience terhadap customer loyalty melalui perceived usefulness dan customer satisfaction sebagai mediator, serta perceived risk sebagai moderator pada pengguna Telkomsel di Surabaya. Penelitian kuantitatif kausal ini menggunakan data dari 200 responden yang dipilih melalui purposive sampling dan dianalisis menggunakan PLS-SEM melalui SmartPLS 3. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap perceived usefulness (β=0,751) dan customer satisfaction (β=0,742), sedangkan perceived usefulness (β=0,341) dan customer satisfaction (β=0,420) berpengaruh positif dan signifikan terhadap customer loyalty. Perceived usefulness (β=0,256) dan customer satisfaction (β=0,312) terbukti memediasi hubungan customer experience dan customer loyalty, tetapi perceived risk tidak terbukti sebagai moderator. Temuan ini menunjukkan bahwa loyalitas pengguna Telkomsel lebih banyak dibentuk oleh pengalaman, manfaat, dan kepuasan pelanggan, sehingga Telkomsel perlu memprioritaskan peningkatan customer experience.

Keywords


Customer Experience; Customer Loyalty; Customer Satisfaction; Perceived Risk; Perceived Usefulness; Telkomsel

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.103529

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