PENGARUH CUSTOMER EXPERIENCE, E-WOM, DAN SERVICE RECOVERY TERHADAP LOYALITAS PELANGGAN CHOBITE KAB. SIDOARJO

Sofia Nur, Ajizah (2026) PENGARUH CUSTOMER EXPERIENCE, E-WOM, DAN SERVICE RECOVERY TERHADAP LOYALITAS PELANGGAN CHOBITE KAB. SIDOARJO. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis dampak dari customer experience, electronic word of mouth (e-WOM), dan service recovery terhadap kesetiaan pelanggan Chobite yang berada di Kabupaten Sidoarjo. Studi ini menilai pengaruh ketiga variabel tersebut secara parsial maupun simultan untuk memberikan wawasan menyeluruh tentang aspek-aspek yang mempengaruhi kesetiaan pelanggan dalam industri makanan rumahan. Metode yang digunakan dalam penelitian ini adalah kuantitatif deskriptif. Populasi yang diteliti adalah seluruh pelanggan Chobite, dengan menggunakan sampel sebanyak 100 orang yang diambil melalui teknik purposive sampling berdasarkan kriteria pembelian minimum dan rentang usia 18 hingga 40 tahun. Data primer dikumpulkan menggunakan kuesioner yang dirancang dengan skala Likert dan disebarkan melalui Google Forms. Ukuran loyalitas pelanggan dievaluasi menggunakan indikator pembelian kembali, rekomendasi, dan ketertarikan yang rendah pada pesaing, customer experience melalui indra, perasaan, pemikiran, dan hubungan; e-WOM melalui intensitas, valensi, dan konten; service recovery melalui keadilan interaksional, keadilan distributif, dan keadilan prosedural. Analisis data dilakukan dengan regresi linier berganda menggunakan SPSS 25 setelah melakukan uji validitas, reliabilitas, dan asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas). Hasil dari penelitian ini menunjukkan bahwa, customer experience memiliki pengaruh signifikan (t-hitung 3,974 > t-tabel 1,985; sig. 0,000), e-WOM juga berpengaruh signifikan (t-hitung 3,609 > t-tabel 1,985; sig. 0,000), dan service recovery memberikan dampak signifikan (t-hitung 2,219 > t-tabel 1,985; sig. 0,029) pada kesetiaan pelanggan. Secara bersama-sama, ketiga variabel tersebut memiliki pengaruh signifikan (F-hitung 25,234 > F-tabel 2,70; sig. 0,000) dengan nilai R-square sebesar 0,441 atau 44,1%, yang menunjukkan bahwa 44,1% perubahan loyalitas pelanggan dapat dijelaskan oleh model ini, sedangkan sisanya dipengaruhi oleh faktor-faktor lainnya. Temuan ini menunjukkan adanya kolaborasi antara customer experience yang baik, promosi melalui e-WOM, dan service recovery yang efektif dalam membangun kesetiaan yang berkelanjutan di bisnis kuliner seperti Chobite. Kata kunci: Customer Experience, E-WOM, Service Recovery, Loyalitas Pelanggan

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