Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh Customer Satisfaction dan Customer Delight terhadap Customer Loyalty yang dimediasi oleh Customer Retention pada toko pakaian di Kota Banda Aceh. Sampel yang digunakan pada penelitian ini adalah pelanggan toko pakaian yang berjumlah 200 responden. Peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Structural Equation Modelling (SEM) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. Berdasarkan hasil analisis SEM mengidentifikasikan bahwa Customer Satisfaction, Customer Delight, Customer Loyalty, dan Customer Retention toko pakaian di Kota Banda Aceh sudah baik, Customer berpengaruh positif terhadap Customer Loyalty, Customer Delight berpengaruh positif terhadap Customer Loyalty, Customer Satisfaction berpengaruh positif terhadap Customer Retention, Customer Delight berpengaruh positif terhadap Customer Retention, Customer Retention berpengaruh positif terhadap Customer Loyalty, Customer Retention memediasi secara parsial pengaruh Customer Satisfaction terhadap Customer Loyalty, dan Customer Retention memediasi secara parsial pengaruh Customer Delight terhadap Customer Loyalty.

Kata Kunci: Customer Satisfaction, Customer Delight, Customer Loyalty, dan Customer Retention, Structural Equation Modelling

This research aims to measure the influence of Customer Satisfaction and Customer Delight on Customer Loyalty mediated by Customer Retention at clothing stores in Banda Aceh City. The sample used in this research was clothing shop customers, totaling 200 respondents. The data collection equipment used in this research is a questionnaire. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analysis method to determine the influence between the variables involved. Based on the results of SEM analysis, it was identified that Customer Satisfaction, Customer Delight, Customer Loyalty, and Customer Retention of clothing stores in Banda Aceh City were good, Customer Satisfaction had a positive influence on Customer Loyalty, Customer Delight had a positive influence on Customer Loyalty, Customer Satisfaction had a positive influence on Customer Retention, Customer Delight has a positive effect on Customer Retention, Customer Retention has a positive effect on Customer Loyalty, Customer Retention partially mediates the effect of Customer Satisfaction on Customer Loyalty, and Customer Retention partially mediates the effect of Customer Delight on Customer Loyalty. Keyword: Customer Satisfaction, Customer Delight, Customer Loyalty, dan Customer Retention, Structural Equation Modelling