Analisis Peran Kepuasan Emosional Pada Loyalitas Pelanggan Dan Kualitas Hubungan Jasa Ritel Supermarket di Cirebon
FAUZIYYAH, NUR (pembimbing: Teguh Budiarto, Drs., M.I.M), Teguh Budiarto, Drs., M.I.M
Penelitian ini menganalisis peran kepuasan emosional pada loyalitas pelanggan dan kualitas hubungan jasa ritel supermarket di Cirebon. Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas pelayanan terhadap kepuasan emosional, pengaruh kepuasan emosional terhadap loyalitas pelanggan dan pengaruh kepuasan emosional terhadap kualitas hubungan. Penelitian ini dilakukan di Cirebon dengan mengambil konsumen ritel supermarket sebagai objek penelitian. Berdasarkan jumlah ukuran sampel, 160 orang telah dipilih sebagai responden. Data primer diperoleh melalui kuesioner. Data penelitian diperoleh dari kuesioner tertutup yang diberikan kepada 160 responden, yang kemudian dianalisis dengan analisis regresi sederhana. Hasil survei pada penelitian ini mendukung hipotesis pada model. Hasil penelitian ini membuktikan bahwa kualitas pelayanan berpengaruh positif terhadap kepuasan emosional, kepuasan emosional berpengaruh positif terhadap loyalitas pelanggan, dan kepuasan emosional berpengaruh positif terhadap kualitas hubungan.
This study analyzes the role of emotional satisfaction to customer loyalty and relationship quality retail service supermarkets in Cirebon. The purpose of this study was to examine the effect of service quality to emotional satisfaction, the influence of emotional satisfaction to customer loyalty and influence of emotional satisfaction to relationship quality. The research was conducted in Cirebon by taking the customer retail supermarkets as the object of research. Based on the number of sample size, 160 people have been selected as respondents. Primary data obtained through questionnaires. The research data obtained from a closed questionnaire given to 160 respondents, which was then analyzed by simple regression analysis. The results of the survey support the hypothesized model. The results of this research prove that service quality has positive effect on emotional satisfaction, emotional satisfaction has positive effect on customer loyalty, and emotional satisfaction has positive effect on relationship quality.
Kata Kunci : emotional satisfaction, customer loyalty, relationship quality, service quality, kepuasan emosional, loyalitas pelanggan, kualitas hubungan, kualitas pelayanan
