CUSTOMER EXPERIENCE DAN SOCIAL INTERACTION DALAM MEMPENGARUHI WOM POSITIF MINI MARKET BERBASIS KOPERASI SYARIAH
Abstract
Penelitian ini diawali oleh permasalahan, mengenai pengaruh Customer Experience dan Social Interaction terhadap Word of Mouth (WOM) Positif pada Mini Market Berbasis Koperasi Syariah. Adapun tujuan penelitian adalah untuk mengetahui dan menganalisis pengaruh parsial dan simultan antara Customer Experience dan Social Interaction terhadap WOM Positif pada Mini Market Berbasis Koperasi Syariah.
Metode penelitian yang digunakan adalah metode survey dengan melibatkan sampel sebanyak 55 orang pelanggan Minimart pada 5 lokasi yang berbeda. Instrumen kuesioner dalam bentuk pertanyaan tertutup didesain dengan 5 skala Likert. Analisis korelasi, regresi parsial, regresi berganda, uji t dan uji F (Anova) diterapkan dengan aplikasi SPSS 22 for Windows.
Secara parsial, Customer experience dan social interaction berpengaruh positif terhadap WOM positif Minimart berbasis koperasi syariah. Customer Experience lebih kuat dibandingkan Social Interaction dalam mempengaruhi WOM positif. Secara simultan, Customer experience dan social interaction berpengaruh positif terhadap WOM positif Minimart berbasis koperasi syariah, artinya semakin tinggi Customer experience dan social interaction oleh pelanggan maka semakin tinggi pula WOM positif Minimart berbasis koperasi syariah.
Pengelola Minimart berbasis koperasi syariah sangat perlu mengelola customer experience yang menghadirkan pengalaman yang baik bagi konsumen. Demikian pula variabel interaksi sosial pelangan menjadi faktor penting menghadirkan WOM positif bagi Minimart Berbasis koperasi Syariah.
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Kata kunci:
Customer Experience, Social Interaction, WOM, Minimart SyariahReferences
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DOI: http://dx.doi.org/10.33370/jpw.v20i1.178
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