Pengaruh Service Quality dan Service Convenience terhadap Customer Engagement Melalui Customer Experience di Bandara Soekarno Hatta
DOI:
https://doi.org/10.38035/jemsi.v7i3.7144Keywords:
Customer Engagement, Experience, Service Quality, ConvenienceAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh service quality dan service convenience terhadap customer engagement serta peran customer experience dalam memediasi hubungan antara service quality dan service convenience terhadap customer engagement pada layanan di bandar udara Soekarno-Hatta. Data dikumpulkan dengan menyebarkan kuesioner dengan skala likert 5 poin dalam bentuk google form pada peak hour dari 200 calon penumpang secara acak yang akan melakukan penerbangan keberangkatan domestik di terminal 2 bandara internasional Soekarno-Hatta. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) berbasis varians, yang diimplementasikan melalui pendekatan Partial Least Square (PLS). Hasil analisis menunjukkan bahwa service quality dan service convenience mempunyai pengaruh langsung dan signifikan terhadap customer engagement serta customer experience sukses memediasi pengaruh tidak langsung antara service quality dan service convenience terhadap customer engagement. Hasil penelitian mempunyai implikasi penting bagi manajemen Bandara Soekarno-Hatta bahwa dengan menciptakan customer experience yang positif terhadap service quality dan service convenience dapat meningkatkan customer engagement.
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