Kepercayaan, Word of Mouth dan Kelengkapan Produk untuk Mendorong Kepuasan Pelanggan pada Toko Tyas Lestari di Surabaya

Tyas, Dimas Tyas (2024) Kepercayaan, Word of Mouth dan Kelengkapan Produk untuk Mendorong Kepuasan Pelanggan pada Toko Tyas Lestari di Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Industri kemasan makanan di Surabaya menunjukkan persaingan yang ketat, sehingga memerlukan strategi pemasaran yang efektif untuk meningkatkan kepuasan pelanggan. Penelitian ini berfokus pada pengaruh kepercayaan, Word of Mouth, dan kelengkapan produk terhadap kepuasan pelanggan Toko Tyas Lestari di Surabaya. Ketiga variabel tersebut dipilih karena relevansi teoritis dan praktisnya dalam menjaga stabilitas penjualan serta mempertahankan loyalitas pelanggan. Dengan fluktuasi penjualan yang terjadi, penelitian ini bertujuan untuk mengidentifikasi sejauh mana ketiga faktor tersebut memengaruhi kepuasan pelanggan secara simultan maupun parsial. Penelitian menggunakan metode kuantitatif dengan pendekatan survei yang melibatkan 100 responden. Data dikumpulkan melalui kuesioner terstruktur menggunakan skala Likert. Analisis data dilakukan menggunakan regresi linier berganda untuk menguji pengaruh parsial dan simultan, serta uji validitas dan reliabilitas untuk memastikan konsistensi instrumen. Lokasi penelitian adalah Toko Tyas Lestari, sebuah penyedia produk kemasan makanan di Surabaya yang dikenal dengan kelengkapan produknya. Hasil penelitian menunjukkan bahwa kepercayaan dan kelengkapan produk memiliki pengaruh signifikan positif terhadap kepuasan pelanggan. Sebaliknya, Word of Mouth memiliki pengaruh yang tidak signifikan terhadap kepuasan pelanggan. Secara simultan, ketiga variabel berkontribusi terhadap peningkatan kepuasan pelanggan, meskipun WOM tidak memberikan kontribusi yang signifikan secara individual. Temuan ini memberikan implikasi bahwa Toko Tyas Lestari harus fokus pada peningkatan kepercayaan dan kelengkapan produk untuk mempertahankan loyalitas pelanggan, sambil terus mengelola WOM sebagai faktor pendukung.

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