ANALISIS PENGARUH PENGALAMAN PELANGGAN, KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen AHASS Motor di Kota Semarang)

Abstract

ABSTRACT This study aims to analyze the influence of customer experience and service quality on customer loyalty with customer satisfaction as an intervening variable. The study was conducted on AHASS Motor customers in Semarang City using a quantitative approach. Data were collected through a questionnaire distributed to 172 randomly selected respondents. Data analysis employed the Structural Equation Modeling (SEM). The results indicate that customer experience and service quality have a positive and significant effect on customer satisfaction. Customer satisfaction acts as a mediating variable that strengthens the influence of customer experience and service quality on customer loyalty. These findings suggest that to enhance customer loyalty, companies should focus on improving customer experience and service quality while increasing customer satisfaction. The theoretical implications of this study support the view that customer satisfaction serves as a critical mediator in the relationship between customer experience, service quality, and customer loyalty. The managerial implications suggest that companies need to adopt strategies focused on customer experience and service quality to improve customer satisfaction and loyalty