Analysis Of The Effect Of Value Co Creation, Customer Value And Sales Promotion On Customer Satisfaction And Customer Loyalty Mitsubishi Motors In Pt. Dipo In Sidoarjo District.

Safitri, Hera (2021) Analysis Of The Effect Of Value Co Creation, Customer Value And Sales Promotion On Customer Satisfaction And Customer Loyalty Mitsubishi Motors In Pt. Dipo In Sidoarjo District. Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this study was to determine how value co-creation, customer value and sales promotion affect customer satisfaction and customer loyalty of Mitsubishi Motors at PT. DIPO in Sidoarjo. This research is a quantitative research where the data source is a questionnaire. The population of 220 customers and the determination of the number of samples using the Slovin formula obtained a sample of 70 Mitsubishi Motor customers. The data analysis technique used Partial Least Square (PLS) model analysis, with Smart PLS ver. 3.0 and the two outputs in this PLS analysis include the Outer Model and the Inner Model. The results of the study prove that empirically proves the value co creation variable has a significant effect on Mitsubishi Motors customer satisfaction at PT. DIPO Sidoarjo Branch with a t-statistic value of 3.391 (p value = 0.001). Value co creation has a significant influence on customer loyalty at Mitsubishi Motors at PT. DIPO Sidoarjo Branch with a t-statistic value of 3.088 (p value = 0.002). Customer value has a significant effect on customer satisfaction at Mitsubishi Motors at PT. DIPO Sidoarjo Branch, with a t-statistic value of 2.494 (p value = 0.013). Customer value has a significant effect on customer satisfaction at Mitsubishi Motors at PT. DIPO Sidoarjo Branch, with a t-statistical value of 3.316 (p value = 0.001). Sales promotion has a significant effect on customer satisfaction Mitsubishi Motors at PT. DIPO Sidoarjo Branch, with a t-statistic value of 4.248 (p value = 0.000). Sales promotion has a significant effect on customer loyalty Mitsubishi Motors at PT. DIPO Sidoarjo Branch with a t-statistic value of 2.195 (p value = 0.029). Customer satisfaction has a significant effect on customer loyalty at Mitsubishi Motors at PT. DIPO Sidoarjo Branch, with a t-statistical value of 3.006 (p value = 0.003). Value co-creation joint value on loyalty with customer satisfaction as an intervening variable shows a significant positive relationship, with a tvalue of 2.059 and a probability of 0.040 (P<0.05). The effect of customer value on loyalty with customer satisfaction as an intervening variable shows an insignificant relationship, the t-statistic value is 1.756 with a probability of 0.080 (P>0.05). The effect of sales promotion on loyalty with customer satisfaction Mitsubishi Motors at PT. DIPO Sidoarjo Branch as an intervening variable showed a significant positive relationship, with a t-count of 2.491 and a probability of 0.013 (P<0.05). The suggestion given by the author is that the company is expected to further increase customer loyalty, it is recommended that Mitsubishi Motors at PT. DIPO Sidoarjo Branch is oriented towards increasing customer value. Policies pay more attention to and improve the speed of service, product quality, more responsiveness in handling complaints from consumers, the ability of employees to convey information, friendly employee attitudes, and use of service standards.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Value Co-Creation, Customer Value, Sales Promotion, Customer Satisfaction and Loyalty, Mitsubishi.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User: Didik Ahmad
Date Deposited: 07 Feb 2022 06:01
Last Modified: 07 Jul 2022 13:19
URI: http://repository.untag-sby.ac.id/id/eprint/14548

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