Prastikasari, Putri (2024) “Pengaruh Self-Service Technology Dan Sales Promotion Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Pelanggan Generasi Milenial Dan Gen Z Mcdonald’s Kota Surabaya”. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study highlights the complexity of the influence of Self-Service Technology and Sales Promotion on customer loyalty through consumer satisfaction as an intervening variable among millennial and Gen Z customers at McDonald's restaurants in Surabaya City. The population in this study consists of millennial and Gen Z customers who have purchased products at McDonald's restaurants in the Surabaya area at least twice. Data collection was carried out through a survey using a questionnaire with 100 respondents, utilizing non- probability sampling through Purposive Sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.1.0.1 software. The results of the study show that Self-Service Technology and Sales Promotion have a positive and significant effect on consumer satisfaction. Additionally, consumer satisfaction also has a positive and significant effect on customer loyalty. Furthermore, consumer satisfaction mediates the relationship between Self-Service Technology and Sales Promotion with customer loyalty. These findings highlight the importance of implementing Self-Service Technology and Sales Promotion in enhancing consumer satisfaction and, in turn, strengthening customer loyalty among millennials and Gen Z in the fast-food industry. The practical implication of this study is that the management of McDonald's and similar companies can improve customer experience by leveraging effective Self-Service Technology and Sales Promotion strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Putri Prastikasari Supini | ||||||||
| Date Deposited: | 11 Jul 2024 05:58 | ||||||||
| Last Modified: | 11 Jul 2024 05:58 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25622 |
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