PENGARUH PENGALAMAN PELANGGAN, KUALITAS LAYANAN DAN KEPERCAYAAN PELANGGAN TERHADAP KESEDIAAN UNTUK MEMBAYAR
Studi Kasus pada CV. Arya Mandiri Abadi
Keywords:
Pengalaman Pelanggan, Kualitas Layanan, Kepercayan Pelanggan, Kesediaan Untuk MembayarAbstract
Persaingan bisnis di bidang jasa yang semakin kompetitif membuat pelaku bisnis harus meningkatkan kualitas layanannya pada jasa dan perusahaannya. Hal ini digunakan untuk menciptakan pelanggan baru maupun mempertahankan pelanggan dalam melakukan kesediaan untuk membayar. Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman pelanggan, kualitas layanan dan kepercayaan pelanggan terhadap kesediaan untuk membayar pada CV. Arya Mandiri Abadi. Data survei dikumpulkan dari 65 orang pelanggan CV. Arya Mandiri Abadi dan dianalisis menggunakan metode kuantitatif dengan analisis Partial Least Square(PLS). Hasil penelitian ini menunjukkan bahwa pengalaman pelanggan, kualitas layanan dan kepercayaan pelanggan berpengaruh secara positif dan signifikan terhadap kesediaan untuk membayar.
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