ANALISIS CUSTOMER TRUST DAN CUSTOMER EXPERIENCE DALAM MENENTUKAN LOYALITAS JAMAAH UMRAH PADA PT ARRAFSYAH SAFARI HARAMAIN
DOI:
https://doi.org/10.61912/jeinsa.v4i2.242Kata Kunci:
Kepercayaan pelanggan, Pengalaman Pelanggan, Kepuasan Konsumen, LoyalitasAbstrak
Industri biro perjalanan umrah di Indonesia, khususnya di Kota Makassar, mengalami pertumbuhan pesat namun dihadapkan pada tantangan berupa persaingan ketat, isu penipuan, serta meningkatnya tuntutan konsumen terhadap kualitas layanan. Penelitian ini bertujuan untuk menganalisis pengaruh customer trust dan customer experience terhadap loyalitas melalui kepuasan pelanggan sebagai variabel mediasi pada jamaah PT Arrafsyah Safari Haramain di Makassar. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei dan analisis data menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa customer experience berpengaruh signifikan terhadap kepuasan dan loyalitas jamaah, sedangkan customer trust tidak berpengaruh signifikan terhadap kepuasan, tetapi berpengaruh positif terhadap loyalitas. Selain itu, kepuasan terbukti berperan penting sebagai mediator hubungan antara pengalaman pelanggan dan loyalitas. Temuan ini menegaskan bahwa PT Arrafsyah Safari Haramain perlu memprioritaskan peningkatan pengalaman pelanggan secara menyeluruh, menjaga kepercayaan jamaah, sehingga menghasilkan kepuasan yang berkelanjutan dan loyalitas jangka panjang.
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