Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh personaliation of service dan store shopping experience terhadap customer loyalty yang dimediasi oleh customer delight dengan aesthetic sensitivity sebagai pemoderasi. penelitian ini menggunakan jenis penelitian dengan pendekatan kuantitatif. sampel yang digunakan dalam penelitian ini adalah pelanggan perempuan produk diga house yang berdomisili di kota banda aceh dan berjumlah 154 responden. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. partial least squares structural equation modeling (pls-sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlihat. hasil penelitian menunjukkan bahwa personalization of service tidak berpengaruh signifikan terhadap customer loyalty dan personalization of service berpengaruh signifikan terhadap customer customer delight, store shopping experience berpengaruh signifikan terhadap customer loyalty dan customer delight, customer delight secara signifikan mempengaruhi customer loyalty. penelitian ini menemukan bahwa customer delight mampu memediasi pengaruh personalization of serive terhadap customer loyalty dan customer delight mampu memediasi pengaruh store shopping experience terhadap customer loyalty. kemudian penelitian ini juga menemukan bahwa aesthetic sensitivity mampu memoderasi pengaruh customer delight terhadap customer loyalty. kata kunci : personalization of service, store shopping experience, customer delight, customer loyalty, aesthetic sensitivity

ABSTRACT This research aims to examine the influence of personalization of service and store shopping experience on customer loyalty, with customer delight as a mediating variable and aesthetic sensitivity as a moderating variable. The research adopts a quantitative approach. The sample consists of 154 female respondents who are customers of Diga House residing in Banda Aceh City. The sampling technique employed is non-probability sampling using a purposive sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used as the analytical method to examine the relationships among the variables.The findings indicate that personalization of service does not significantly influence customer loyalty, but it significantly influences customer delight. Store shopping experience significantly influences both customer loyalty and customer delight. Moreover, customer delight significantly influences customer loyalty. This study also found that customer delight mediates the effect of personalization of service and store shopping experience on customer loyalty. Furthermore, aesthetic sensitivity moderates the effect of customer delight on customer loyalty. Keywords : Personalization of Service, Store Shopping experience, Customer Delight, Customer Loyalty, Aesthetic Sensitivity