Pengaruh Perceived Quality dan Online Promotion on Price terhadap Customer Loyalty Cinema XXI di Jakarta Barat
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Abstract
Perkembangan jumlah populasi milenial di Indonesia dengan kesibukan yang tinggi, mendorong peningkatan industri hiburan, yang salah satunya adalah industri film. Seiring dengan bertambahnya jumlah industri hiburan di Jakarta, maka perusahaan berlomba-lomba untuk mempertahankan dan meningkatkan kesetiaan pelanggan dengan cara memenuhi harapan yang diinginkan oleh pelanggan agar pelanggan tidak berpaling ke perusahaan kompetitor. Selain itu, perusahaan juga memanfaatkan perkembangan teknologi digital untuk memasarkan produk maupun jasanya. Peneliti akan melakukan penelitian pada Cinema XXI yang merupakan bagian dari industri hiburan, yaitu bioskop dan merupakan kelompok bioskop terbesar di Indonesia. Penelitian ini bertujuan untuk menguji apakah persepsi kualitas dan promosi secara online dari segi harga merupakan prediktor kesetiaan pelanggan Cinema XXI di Jakarta Barat. Penelitian ini berupa penelitian deskriptif cross sectional yang menggunakan sampel sebanyak 170 responden dimana penyebaran kuesioner dilaksanakan di Jakarta Barat. Pemilihan sampel menggunakan metode non-probability sampling, yaitu teknik convenience sampling. Hasil penelitian menunjukan persepsi kualitas merupakan prediktor positif dan signifikan terhadap kesetiaan pelanggan, sedangkan promosi online dari segi harga merupakan prediktor yang positif namun tidak signifikan terhadap kesetiaan pelanggan.
The millennials population have increased in Indonesia, with a busy and stressful lifestyle, has encouraged an increase in the entertainment industry, one of which is the film industry. Along with the increasing number of entertainment industries in Jakarta, companies are competing to maintain and increase customer loyalty by fulfilling the expectations desired by customers so that customers do not turn to competing companies. In addition, the company also utilizes the development of digital technology to promote its products and services. Researchers will conduct research on Cinema XXI, one of the companies engaged in the entertainment industry, namely cinema and is the largest cinema group in Indonesia. This study aims to examine whether perceived quality and online promotion in terms of price can predict customer loyalty for Cinema XXI in West Jakarta. This research is a cross sectional descriptive study which used 170 sample, whereas the questionnaire was distributed in West Jakarta. Sampling using non-probability sampling method, which uses convenience sampling technique. The results showed that perceived quality is a positive and significant predictor of customer loyalty, while online promotion in terms of price is a positive but not significant predictor of customer loyalty.
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