PENGARUH PERSONALISASI LAYANAN, KOMUNIKASI AKTIF DAN CITRA SOSIAL DIGITAL TERHADAP KEPUASAN PELANGGAN GLEAMINGSHOESS SURABAYA
DOI:
https://doi.org/10.53958/mt.v6i3.783Abstract
This study aims to analyze the effect of service personalization, active communication, and digital social image on customer satisfaction at GleamingShoess, a shoe cleaning service business in Surabaya. The study used a quantitative method with a survey approach, where data was collected through questionnaires to GleamingShoess customers. Data analysis was carried out using multiple linear regression to test the effect of each independent variable on customer satisfaction with a sample of 100 respondents and using SPSS 26. The results showed that Service Personalization (X1) had a positive and significant effect on GleamingShoess customer satisfaction (Y), Active Communication (X2) had a negative and insignificant effect on GleamingShoess customer satisfaction (Y) and Digital Social Image (X3) had a positive and significant effect on GleamingShoess customer satisfaction (Y). This indicates that a service strategy that focuses on individual needs, responsive interactions, and a strong brand image on social media can increase customer satisfaction. This study provides practical implications for service business actors, especially in building customer loyalty through a digital approach and more personal communication.
Keywords: service personalization, active communication, digital social image, customer satisfaction, GleamingShoess.
References
Andini, F., & Wardhana, B. (2022). Pengaruh Personalisasi Layanan terhadap Loyalitas Konsumen di Era Digital. Jurnal Manajemen dan Pemasaran, 10(1), 55–65.
APJII. (2023). Laporan Survei Internet Indonesia 2023. Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). Retrieved from https://apjii.or.id
Bonaretti, D., Cillo, V., & Garzoni, A. (2020). Personalization in Service Delivery: Enhancing Customer Value with Digital Tools. Journal of Service Research, 23(1), 1–15.
Cui, Y. (2023). Digital Reputation as Corporate Fingerprint: Measuring Online Brand Credibility. Journal of Marketing Innovation, 12(3), 160–175.
Febry, Y., & Teofilus, L. (2020). Statistik Ekonomi: Teori dan Aplikasi SPSS. Jakarta: Mitra Wacana Media.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25.
Semarang: Badan Penerbit Universitas Diponegoro.
https://doi.org/10.21043/bisnis.v3i1.1463
Ghozali. (2018). Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Noach Cafe And Bistro. Agora, 7(2), 1–5.
Ghozali, I. (2018). plikasi Analisis Multivariat dengan IBM SPSS 25.
Kasmir. (2017). Customer Service Excellent. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9, pp. 1689–1699).
Kotler, P., & & Keller, K. L. (2021). (2016). Marketing management (15th ed.). Pearson Education. In Energies (Vol. 13, Issue 4).
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran (Vol. 1, Issue 2). Jilid.
Kotler, P., & Keller, K. L. (2016). Marketing Management By Philip Kotler. Pearson Education Limited.
Kotler, P., Keller, K. L., Maulana, A., & Hardani, W. (2009). Manajemen Pemasaran Edisi Ketiga Belas Jilid 1 / Philip Kotler, Kevin Lane Keller ; penerjemah, Bob Sabran ; editor, Adi Maulana, Wibi Hardani. Erlangga,.
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: Building marketing strategy. McGraw-Hill.
Rowe, J. W. F., & Clark, F. E. (2012). Principles of Marketing. Economica, 19, 740. https://doi.org/10.2307/2548367
Schiffman, L., & Kanuk, L. L. (2008). Consumer behaviour 7th edition (Perilaku Konsumen). Jakarta: PT. Indeks.
Sugiyono. (2013). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D. ALFABETA.
