Membangun Loyalitas Merek Melalui Pengalaman Pelanggan CV Araya Putra

Wirda Aini Zahiroh, Wirda Aini Zahiroh (2025) Membangun Loyalitas Merek Melalui Pengalaman Pelanggan CV Araya Putra. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Official URL: https://proceeding.unpkediri.ac.id/index.php/kilis...

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh customer experience terhadap brand loyalty pada CV Araya Putra, perusahaan yang bergerak di bidang hortikultura. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, penelitian ini berupaya untuk memahami bagaimana elemen-elemen customer experience, seperti interaksi dengan layanan, kualitas produk, dan nilai emosional, dapat berkontribusi terhadap pembentukan customer loyalty. Studi ini tidak hanya memberikan wawasan bagi perusahaan dalam meningkatkan loyalitas merek, tetapi juga berkontribusi pada literatur akademis mengenai hubungan antara pengalaman pelanggan dan loyalitas merek di bidang hortikultura. Hasil penelitian menunjukkan pengalaman pelanggan yang dikelola secara konsisten dan berkesan oleh CV Araya Putra terbukti mampu membangun loyalitas merek, terutama melalui hubungan personal, kualitas layanan, dan responsif terhadap kebutuhan pelanggan.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Pengalaman pelanggan, loyalitas merek, sektor hortikultura.
Subjects: 200 Animal science > 212 Social economy of domestic economy
550 Economics > 571 Management
Divisions: Fakultas Ekonomi dan Bisnis > S1-Manajemen
Depositing User: Wirda Aini Zahiroh
Last Modified: 08 Aug 2025 09:43
URI: http://repository.unpkediri.ac.id/id/eprint/21534

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