Open AccessPERAN GENDER SEBAGAI VARIABEL MODERASI DALAM PENGARUH KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN
Author(s) -
Rizky Aditya Maharany,
I Wayan Santika
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i09.p19
Subject(s) - customer satisfaction , moderation , loyalty business model , business , intervening variable , psychology , regression analysis , loyalty , marketing , advertising , business administration , social psychology , service quality , mathematics , statistics , population , sociology , service (business) , demography
This study aims to explain gender as a moderating variable in the effect of customer satisfaction on customer loyalty. This research was conducted in the city of Denpasar which involved 110 respondents. To obtain research data, a method was used by distributing questionnaires. The data analysis technique used in this study is moderating regression analysis. The results of this study state that customer satisfaction significantly influences customer loyalty. Gender as a moderating variable in the effect of customer satisfaction on customer loyalty, gender as a moderating variable that strengthens the effect of customer satisfaction on customer loyalty. Management is expected to be able to consider gender factors, this is because these variables can be used as an indication of how different levels of customer satisfaction when viewed from the aspect of gender depending on the needs and considerations of each individual.
Keywords: customer satisfaction, customer loyalty, gender