Pengaruh Customer Experience dan Harga terhadap Kepuasan Pelanggan (Studi pada Pelanggan Mitra Swalayan Kota Tegal)

Abstract

This research aimed to explain the effect of customer experience and price on customer satisfaction at Mitra Supermarket Tegal. The type of this research is explanatory research. The sample was retrieved by using a non-probability sampling technique with purposive and accidental sampling approaches. The data collection is done by spreading the questionnaire and interviews with 97 respondents who shop at Mitra Supermarket twice a month and know about the products’ prices at the other supermarkets. The data analysis used linear regression analysis with the help of SPSS for Windows 25 version. The result of this study showed that there was a positive and significant effect between customer experience on customer satisfaction, a negative and significant effect between price on customer satisfaction, and a significant effect between customer experience and price simultaneously on customer satisfaction. Based on the result, the company is advised to improve the customers’ experiences, especially the sense and think experience as well as review the price set in terms of affordability, price compatibility with product quality and benefits, and price competitiveness with other supermarkets to achieve better customer satisfaction in the future.

Penelitian ini bertujuan untuk menjelaskan pengaruh customer experience dan harga terhadap kepuasan pelanggan Mitra Swalayan Kota Tegal. Tipe penelitian ini adalah explanatory research dan sampel diambil menggunakan teknik non-probability sampling dengan pendekatan purposive sampling dan accidental sampling. Pengumpulan data dilakukan dengan menyebar kuesioner dan wawancara kepada 97 responden yang berbelanja di Mitra Swalayan minimal dua kali dalam dua bulan dan mengetahui harga produk di swalayan lain. Analisis data menggunakan analisis regresi linier dengan bantuan SPSS for windows 25 version. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara customer experience terhadap kepuasan pelanggan, pengaruh negatif dan signifikan antara harga terhadap kepuasan pelanggan serta pengaruh yang signifikan antara customer experience dan harga secara simultan terhadap kepuasan pelanggan. Berdasarkan hasil tersebut, perusahaan di sarankan untuk melakukan perbaikan-perbaikan seputar pengalaman yang didapatkan pelanggan utamanya pengalaman sense dan think serta meninjau ulang harga yang ditetapkan dari sisi keterjangkauan harga, kesesuaian harga dengan kualitas dan manfaat produk, dan kemampuan daya saing harga dengan harga di swalayan lain demi untuk bisa tercapai kepuasan pelanggan yang lebih baik di kemudian hari.