Pengaruh Electronic Word Of Mouth, Customer Experince, Dan Persepsi Harga Terhadap Loyalitas Konsumen Fishing MaSis Driyorejo Gresik

Sholicha, Helminatus (2025) Pengaruh Electronic Word Of Mouth, Customer Experince, Dan Persepsi Harga Terhadap Loyalitas Konsumen Fishing MaSis Driyorejo Gresik. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM), Customer Experience, dan Persepsi Harga terhadap Loyalitas Konsumen pada objek wisata pemancingan Fishing MaSis Driyorejo di Gresik, Jawa Timur. Latar belakang penelitian ini didasari oleh meningkatnya persaingan usaha rekreasi berbasis komunitas di era digital, di mana loyalitas konsumen tidak hanya ditentukan oleh kualitas layanan, tetapi juga oleh pengalaman pelanggan dan persepsi terhadap nilai harga yang ditawarkan. Metode penelitian yang digunakan adalah pendekatan kuantitatif, dengan jumlah sampel sebanyak 100 responden yang merupakan pengunjung Fishing MaSis Driyorejo. Teknik pengambilan sampel menggunakan non-probability sampling dengan purposive sampling, dan pengumpulan data dilakukan melalui kuesioner berskala Likert. Analisis data meliputi uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda untuk menguji pengaruh parsial (uji t), simultan (uji F), dan koefisien determinasi (R²) menggunakan perangkat lunak IBM SPSS 25. Hasil penelitian menunjukkan bahwa, Variabel Electronic Word of Mouth (E WOM) tidak berpengaruh signifikan terhadap loyalitas konsumen (t hitung 2,816 < t tabel 1,985; p 0,006 > 0,005). Variabel Customer Experience berpengaruh signifikan terhadap loyalitas konsumen (t hitung 6,804 > t tabel 1,985; p 0,000 < 0,05), yang berarti semakin baik pengalaman pelanggan, semakin tinggi loyalitasnya. Variabel Persepsi Harga juga berpengaruh signifikan terhadap loyalitas konsumen (t hitung 4,317 > 1,985; p 0,000 < 0,05), menunjukkan bahwa persepsi harga yang wajar memperkuat loyalitas pelanggan. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap loyalitas konsumen dengan nilai F = 94,901 dan signifikansi 0,000 < 0,05. Koefisien determinasi (R²) sebesar 0,748 menunjukkan bahwa variabel E-WOM, Customer Experience, dan Persepsi Harga mampu menjelaskan 74,8% variasi loyalitas konsumen, sedangkan 25,2% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil ini menegaskan bahwa pengalaman pelanggan dan persepsi harga merupakan faktor kunci dalam membangun loyalitas konsumen di sektor wisata pemancingan.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic Word of Mouth (E-WOM), Customer Experience, Persepsi Harga, Loyalitas Konsumen
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1212200116 HELMINATUS SHOLICHA
Date Deposited: 07 Jul 2026 02:28
Last Modified: 07 Jul 2026 02:28
URI: http://repository.untag-sby.ac.id/id/eprint/45465

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