Bangun, Via Shefira Br (2025) Pengaruh Inovasi Layanan, Kualitas Pelayanan, Dan Adaptasi Perbuahan Perilaku Konsumen Terhadap Daya Saing UMKM Laundry Melalui Kepuasaan Pelanggan Sebagai Variabel Intervening Di Nginden Kec Sukolilo Kota Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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PENGARUH INOVASI LAYANAN, KUALITAS PELAYANAN, DAN ADAPTASI PERUBAHAN PERILAKU KONSUMEN TERHADAP DAYA SAING PADA UMKM LAUNDRY MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING DI NGINDEN JANGKUNG.pdf Download (2MB) |
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh inovasi layanan, kualitas pelayanan, dan adaptasi perubahan perilaku konsumen terhadap daya saing UMKM laundry melalui kepuasan pelanggan sebagai variabel intervening di Nginden Jangkungan, Kecamatan Sukolilo, Kota Surabaya. Latar belakang penelitian didasarkan pada meningkatnya persaingan usaha laundry pasca pandemi Covid-19, yang menuntut pelaku UMKM untuk terus berinovasi, meningkatkan kualitas pelayanan, serta menyesuaikan diri dengan perubahan perilaku konsumen yang semakin mengutamakan kecepatan, kebersihan, kemudahan layanan, dan pemanfaatan teknologi digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui penyebaran kuesioner kepada pelanggan UMKM laundry yang beroperasi minimal satu tahun. Teknik analisis data menggunakan Structural Equation Modeling – Partial Least Square (SEM-PLS) melalui aplikasi SmartPLS untuk menguji hubungan langsung maupun tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa inovasi layanan, kualitas pelayanan, dan adaptasi perubahan perilaku konsumen berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, kepuasan pelanggan terbukti berpengaruh signifikan terhadap daya saing UMKM laundry. Selain itu, kepuasan pelanggan memediasi pengaruh inovasi layanan, kualitas pelayanan, serta adaptasi perubahan perilaku konsumen terhadap daya saing. Temuan ini mengindikasikan bahwa peningkatan daya saing UMKM laundry tidak hanya bergantung pada faktor internal seperti inovasi dan kualitas pelayanan, tetapi juga pada kemampuan beradaptasi terhadap perubahan perilaku konsumen yang secara tidak langsung meningkatkan kepuasan pelanggan. Oleh karena itu, UMKM laundry disarankan untuk terus mengembangkan layanan inovatif, meningkatkan kualitas pelayanan, dan memanfaatkan teknologi digital guna mempertahankan kepuasan pelanggan serta memperkuat posisinya dalam persaingan bisnis. Kata Kunci: Inovasi layanan, kualitas pelayanan, adaptasi perubahan perilaku konsumen, kepuasan pelanggan, daya saing, UMKM laundry.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Inovasi layanan, kualitas pelayanan, adaptasi perubahan perilaku konsumen, kepuasan pelanggan, daya saing, UMKM laundry. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen > Tugas Kuliah |
| Depositing User: | 1212200346 VIA SHEFIRA BR BANGUN |
| Date Deposited: | 07 Jul 2026 04:02 |
| Last Modified: | 07 Jul 2026 04:02 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45546 |
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