Kesya Meydiana, Muhammad
Rifqa, Titis Sapto Raharjo, Ina Agustini Murwani
Universitas Bina Nusantara, Indonesia
Email:
[email protected], [email protected], [email protected], [email protected]
|
KEYWORDS Customer Intention, COVID-19 Pandemic, Movie
Theater |
ABSTRACT Journal this discuss about influencing factors
intention customer for return to cinema after reopening during covid-19
pandemic. Study this aim for test influencing factors intention customer for
watching at the cinema During period pandemic, when cinema closed almost 8
months long During 2020 and rising the number of OTT platforms is also still
development The unsettling COVID-19 pandemic community, plus restrictions
also inside building cinema. Method research that we use in research is study
quantitative where study this use web-based questionnaire survey method.
Population in study this is Indonesian population in Jabodetabek
who is at least once one time watching at the cinema During COVID-19
pandemic. retrieval technique sample in study this use purposive sampling
technique. As for the results is in study this obtained that Customer
Experience variable has significant influence towards Customer Satisfaction
and Customer Trust. Then Customer Satisfaction and Customer Trust have
significant influence towards Customer Loyalty. |
INTRODUCTION
Since announced as pandemic by WHO, total case
positive for COVID-19 in Indonesia has reached 287,008 cases until end of September
2020 (Zahrani
& Pramana, 2021). Case new COVID-19 continues increasing day by
day, until as of February 2022, Worldometer records
that Indonesia is a country with COVID-19 cases of 4,626,936 cases with total
deaths amounted to 144.784. This figure caused Indonesia to occupy ranked 17th
as the country with the most COVID-19 cases among the 225 countries affected by
COVID-19 (Worldometer,
2022).
The rise case
positive for COVID-19 in Indonesia since year 2020 ago cause appearance
policies new in the form of restrictions social scale large set by some big
head area for prevent the spread of COVID-19 (Adinda, 2021). For safety in
activity, protocol health is also mandatory enforced During is at in crowd.
Protocol health in question that is wear a mask, wash hand before and after
active, take care distance, away crowd and reduce mobility outside room (Mutiara, 2020). Policy from
existence subtraction outdoor activities room this impact on the ban for watch
at the cinema. This thing refers to the statement (Irawan, Dwisona, & Lestari, 2020) which explains
that watching at the cinema will make high transmission of COVID-19 during the
new normal.
Consequence from
existence policy the industry cinema and cinema experience loss. This thing
approved by the chairman Association Indonesian Film Producer (Aprofi), Edwin Nazir, that the film industry in 2020 is
estimated lost income reached 1.6 trillion rupiah, namely from loss potency
income from ticket cinema (FI Editor, 2021). FI editorial (2021) mentions that
growth amount screens and cinemas in 2020 indeed slow down, where amount experiencing screen
increase only by 1.7% or a total of 2,145 screens of 517 total cinema in
Indonesia (FI Editor, 2021). It is in the end cause 2020 GDP growth estimated
for Film, Animation and Video Becomes negative, that is by 0.03%.
On date October 17, 2020, cinema official opened back
in the cities certain with a number of conditions that must fulfilled by the
manager cinema related prevention transmission of COVID-19 in cinemas (Velarosdela, 2020).
Opening cinema return cause rampant squirm Indonesian and foreign films.
Especially because the release of national and international films that are
awaited by the public from every group age. As example, animated film
Indonesian children entitled Nussa succeed bring
viewer return to cinema until almost reached 500,000 viewers, as well as the
successful film Spiderman: No Way Home scoop more from eight million audience.
Appearance interest for watch to cinema could linked
with Uses and Gratifications theory which states that media users use media
because have reasons certain (Hamdan, Kurniawan, Imaningsih, &
Samudro, 2021).
As for the reasons behind people for come to cinema among them are information
motives, personal identity motives, integration and interaction motives social
and diversion motives or entertainment needs will release from tension and need
will entertainment (Muhammad, Humaizi, & Pohan, 2021). Even reason as well as
someone's motives for use media as entertainment aim for reduce loneliness
course (Junaidi, Wicaksono, & Hamka, 2021).
Watch cinema occupy order third as activity most
frequent trips conducted society, to be exact after tour culinary and tourism
shopping (Ingkadijaya, Damanik, & Putra, 2016).
Amount people who choose watch cinema as alternative entertainment possibility
related with the statement of (Abbasi, Kumaravelu, Goh, & Singh,
2021) which states that
according to theory group generation, that the experience they choose driven by
development emerging technology during a certain era. Today 's society it seems
more interested for enjoy entertainment provided together progress technology,
such as screen step in the cinema following with the film being shown. Besides
that (Allen, 2011)
stated that watch cinema is practice interaction social, because usually Public
visit cinema together family or friends companionship.
Experience gained by the community in watch cinema
next will influence interest for visit return to cinema, including return after
cinema closed During COVID-19 pandemic. (Van de Vijver, 2017)
describes experience watch cinema as Suite sensation social and visual fun, the
excitement of the film being shown, and happiness together Felt Fellow
audience. (Zhang, Wu, & Buhalis, 2018)
stated that when a consumer decide for choose method
for travel or look for entertainment, they often remember experience before.
This thing proven by research (Hasfar, Militina, & Achmad, 2020) when consumer have good
experience, can predictable consumer the will happy for buy product or service
the return signifying satisfaction to service that.
Satisfaction consumer could formed
by existence past experience. Satisfaction watch could obtained
from experience audience and perception they to service and visual quality
presented. In general, society more choose for watching movies on screen wide
compared with watching movies on television, gadgets and computers / laptops,
both movies that can accessed for free or paid through streaming entertainment
services such as Netflix, WeTV, and so on. This thing
justified by (Van de Vijver, 2017) with show results the
research that by overall, 84% of the population more satisfied watching at the
cinema compared with other media. Same thing with results study (Kebudayaan, 2020) which shows that 54.7% of
Indonesians vote for cinema for watching movies compared with non- cinema like
DVD or television . The Ministry of Education and Culture (2020) also added
that Indonesian people more like watching movies at the cinema because feel
satisfied with facilities and services cinema so that viewer feel more
comfortable and relax for watch movies. This thing justified by (Van de Vijver, 2017)
via research, where a number of informant state that viewer will feel satisfied
watch at the cinema, no only because could enjoying
popcorn, but viewers can also enjoy movies without interference and together
laugh or afraid with viewer other.
Satisfaction level viewer this it turns out give
significant influence to interest visit cinema back. This thing in accordance
with research conducted by (Kim, 2021); (Khuong & Dai, 2016);
(Humphreys, 2014);
(Cho, Joo, & Woosnam, 2020)
and (Chiguvi & Guruwo, 2017)
who show existence influence significant Among satisfaction consumer with
interest for visit something destination back . Connection Among level
satisfaction and interest visit return character positive, which means if
satisfaction viewer increases, then desire viewer for return to cinema is also
getting increased (Chiguvi & Guruwo, 2017); (An, Suh, & Eck, 2019);
(Loi, So, Lo, & Fong, 2017).
Viewers who feel satisfied with services and
facilities provided by the cinema of course will increase loyalty and trust
that in the end will affect interest for return again to cinema. As (Lee, 2001)
mentions that experience satisfaction consumer at a destination certain will
increase loyalty and lead to increased interest for return visit. (Oliver, 1999); (Cole & Scott, 2004)
also confirm that consumer will To do visit to the same destination because
existence commitment they to destination that, commitment This leads to an
increase interest they for visit back. Loyalty and commitment consumer will
take effect by meaning in interest for visit back, in Thing this, third study
the convincing that loyalty viewer will influence interest for return again
watch to cinema (Söderlund, 1998); (Yoon & Uysal, 2005); (Zhang, Fu, Cai, & Lu, 2014)
prove that
Trust is also influence interest viewer for return
again to cinema. (Ardhiansyah, Setyawati, & Yunanto,
2021) provide opinion that trust
could reviewed from feeling safe a consumer when To do
transaction with party provider service, in other words, the audience consider
that party cinema could reliable and responsible answer for comfort and safety
viewer since enter until go out cinema. According to research by (Ashraf, Ilyas, Imtiaz, & Tahir, 2017); (Guspul, 2014);
(Setiawan, Minarsih, & Fathoni, 2016);
(Saidani, Lusiana, & Aditya, 2019); (Sirdeshmukh, Singh, & Sabol, 2002);
(Sitorus & Yustisia, 2018),
interested consumer for To do visit return is strongly influenced by trust they
to provider service, where connection Among both of them involve factor
satisfaction consumer to facilities and services obtained. Basically trust
Becomes Foundation in build and maintain connection period long Among consumers
and providers services and assets important connection period long (Indriastuti & Hidayat, 2021)
Based on explanation above, research this expected
could give proof about influencing factors interest viewer for return visit to
cinema based on Uses and Gratifications theory in study this Becomes important
remember that existence and use cinema as means entertainment Public had time
removed During The COVID-19 pandemic has spread in Indonesia.
Study
this expected could give benefit no only for writer7,
but benefit for parties other. Especially industry Indonesian films before
existence pandemic currently experience enhancement amount audience in the
cinema, also benefits will got from the perpetrators business in cinema so that
can knowing elements from study this.
According
to (Nissen et al., 2020)
transmission the spread and transmission of COVID-19 in distance far through
air. This thing supported by research conducted by (Azuma et al., 2001), and (Ahlawat & Sharma, 2020), showing that that the
spread of COVID-19 can happens in a room that doesn't open (closed), crowded
and ventilated bad. Based on second statement that, compared with service
watching movies streaming at home, watching movies in theaters it seems bring
risk more COVID-19 infections tall remembering the corona virus can spread in
the room closed. However, opening back (reopening) service watching at the
cinema no could avoided because industry cinema hiring many workers. because of
that 's important action perceived preventive by no
direct could influence intention customer for watch at the cinema. Every
different individual will have different perception about importance action
prevention During pandemic, because with practice this could cause change style
individual life that.
Opening
service cinema return cause return interest Public for return to cinema for
watch movies. Audience decision for visit return to cinema refers to what is
felt audience at times previously so that could build perception consumer for
visit back. Interest for watch to cinema could linked with Uses and
Gratifications Theory which states that media users use media because have
reasons certain (Kurniawati & Rahman, 2021). As for the reasons behind
people for come to cinema among them are information motives , personal
identity motives, integration and interaction motives social and diversion
motives or entertainment needs will release from tension and need will
entertainment (Muhammad et al., 2021). Consumption to
entertainment media Public this cause experience consumer (customer
experience), satisfaction (customer satisfaction), loyalty (customer loyalty)
and trust (customer trust).
Customer
Experience
Moment
this, customer experience is in order top priority list every company. Essence
of customer experience includes everything that happened Among customers and
providers, and how customer feel interaction During occur. (Schmitt, 2011) reveals that experience
can be occur when people face and experience a situation caused by a stimulus
from senses, emotions, and thoughts, while Customer Experience is something
incident, event or the situation experienced by personal and happening as response
of a particular stimulus (Schmitt, 2011).
(Klaus, Edvardsson, & Maklan, 2012)
defines customer experience as: evaluation cognitive and affective from all
meeting customer by direct nor no direct with company, in context purchase. (Yuningsih, 2018) explains that in measure
experience consumers, there are six dimensions that can be note, namely:
1)
Comfort (Convenience), namely related
dimensions with desire viewer for get convenience moment watch;
2)
Educational (Education), namely related
dimensions with learning, exploration, exploration, mental stimulation and
enthusiasm gained viewer During watching in the cinema;
3)
Hedonic (Hedonic), that is dimensions that
describe relaxation, service luxury and enjoyment that can be remembered;
4)
Novelty (New Things), namely related
dimensions with things new discovered by viewers During visit and watch at the
cinema;
5)
Safety (Security), namely related
dimensions with deal Among audience and party management cinema for the
audience could protected from various action crime; and
6)
Beauty (Beauty), that is idealizing
dimensions object, sound or concept that will watched by the audience.
Based
on statement (Zhang et al., 2018), a consumer will decide
for choose method for travel or look for entertainment with remember experience
before. In other words, the experiences that have been traversed by consumers
will Becomes the reference for determine destination to be aimed at, including To do visit to the same destination. This thing evidenced by
research (Abbasi et al., 2021), which proves that experience previously take
effect significant to the revisit intention of services provided. Based on
explanation that, then hypothesis first on research this are:
H1:
Experience consumer take effect by significant to interest visit return to
cinema
Customer Satisfaction
According
to (Yu & Ramanathan, 2012), customer satisfaction has Becomes destination
or goals from company when company more attempted for quality in product or
service them. Superiority competitive company is satisfying customer by
effective, and that means beyond hope customer. (Saidani et al., 2019) mention there is three indicator for measure satisfaction customer by general
namely:
1)
Attributes related to product with
attributes products, such as price, uniqueness, and benefits obtained from
product that.
2)
Attributes related to service with
attribute service, for example guarantee warranty, completion process provided,
accuracy and speed invention solution for complaint customer.
3)
Attributes related to purchase with attribute
from decision customer for To do transaction or not
judgment driven customers, for example affordability provider service,
convenience get information, courtesy employees and image company.
Satisfaction
viewer to quality facilities and services obtained of course will take effect
to appearance interest for return visit to cinema. This thing evidenced by (Chiguvi & Guruwo, 2017)
in study those who show existence influence significant Among satisfaction
consumer with interest for visit something destination back. Based on
explanation that, then hypothesis next on research this are :
H2a:
Satisfaction consumer take effect by significant to interest visit return to
cinema.
Customer Trust
Trust
consumer is hope from consumers to provider services, such as cinema, for could
give service with good in accordance with what is promised by the party
provider service (Sirdeshmukh et al., 2002). Besides that, (Huang, 2017) also mentions that trust
consumers of a brand are feeling safe owned by the customer in the interaction
with the brand, which reflects confidence that the brand takes care of them.
According to (Delgado‐Ballester, 2004),
trust consumer to provider service could be measured through two indicators,
namely:
1)
Reliability, that is indicators based on
belief audience on reliability products and services, that products and
services provided by the parties cinema will capable
Fulfill needs and provide satisfaction of the audience.
2)
Intention, that is indicators based on
belief viewer that party management cinema will committed
to values service, where score the oriented to interest audience and prioritize
interest audience.
A
number of study like research (Sirdeshmukh et al., 2002), showed that interest
consumer for To do visit return is strongly influenced by trust they to
provider service, where connection Among both of them involve factor
satisfaction consumer to facilities and services obtained. So from that,
hypothesis last on research this are :
H2b:
Trust consumer take effect by significant to interest visit return to cinema.
Customer Loyalty
Customer
loyalty is series related attitude with behavior purchase by periodically and
systematically profitable company compared with company competitors (Watson & Hill, 2015). (Kotler & Keller, 2016)
stated that customer loyalty is commitment customer for use return something
product or service though there is influence or marketing from competitors who
can cause switching behavior. Customer loyalty is also defined as use something
product or service by ongoing and a psychological process that is results from
commitment to product (Thakur & Gupta, 2016). (Chandra & Keni, 2021)
added that consumer with level high loyalty usually will permanent use
something brand though have another alternative. Then,
can concluded that customer loyalty is something size faithfulness from
customer in use something brand product or brand service in the period time
specific to the situation where many choice product or services that can
Fulfill needs and customers have ability get it.
According
to (Dineen-Griffin, Garcia-Cardenas,
Williams, & Benrimoj, 2019),
there are three indicators used for measuring customer loyalty,
including:
a.
Say positive thing is delivery information
to others in form of words positive about something provider service, usually
in the form of review story or description experience.
b.
Recommend friends are a process that
culminates in inviting the other party for follow enjoy provider service the
consequence from experience positive feeling.
c.
Continue purchasing is something attitude
for buy repeat continuously by customers it is on the provider service certain
so that cause loops that can based on from loyalty.
A
number of study as (Söderlund, 1998)
proved that loyalty and commitment consumer give influence significant to
interest for visit back . because of that, hypothesis second on research this are :
H3:
Loyalty consumer take effect by significant to interest visit return to cinema.
METHOD RESEARCH
Method the research we use
is study quantitative. Study quantitative is research based on positivism and
its used for investigate the population or sample certain (Sugiyono,
2011). Inside study this there is two type which variable are both each other
relate one each other. Second type variable this is variable dependent and
variable independent . Variable dependent in study this is Customer Loyalty,
which is factors from appearance variable independent from study this namely
Customer Experience, Customer Satisfaction, and Customer Trust.
Population and Collection
Technique Sample
Population in study this is
Indonesian population in Jabodetabek who is at least
once one time watching at the cinema During COVID-19 pandemic. retrieval
technique sample in study this use purposive sampling technique.
Data Type
Study this use source of
primary data and secondary data. Primary data obtained direct from respondent a
survey of 250 respondents. For secondary data alone obtained from websites,
online news portals and sources supporter other.
Data Collection Techniques
Study this use web-based
questionnaire survey method. The survey will conducted use google form, and ask
availability of respondents for answer a number of question in distributed
questionnaire via social media chat based like Whatsapp,
Telegram and Instagram. There is a number of criteria used for respondents who
will given questionnaire as following:
1.
Amount respondent 250
2.
Respondents are at least 18 years old
3.
Once at least 1x watch at the cinema During
COVID-19 pandemic
4.
Viewer cinema on the island Java (PSBB center enforced)
Questionnaire used for study
this using 4 variables and each variable consists of of
5-7 question items. Question the arranged for measure connection between
Customer Experience, Customer Satisfaction, Customer Loyalty and Customer
Trust. Five Likert scale starting from Very unsatisfied (1) to Very satisfied
(5) used for measuring 5 questions (Sinanian & Liguori, 2020).
Besides it, variable demographics like level education, age, occupation and
income entered in the model as variable control. According to
filmindonesia.or.id (FI) report, which states : that 5 provinces with amount
cinema most scattered on the island Java, there are DKI Jakarta, West Java,
East Java, Banten and Central Java.
|
Spread |
2019 |
2020 |
||
|
Cinema |
Screen |
Cinema |
Screen |
|
|
Sumatra and Riau Islands |
21 (27%) |
78 (27%) |
1 (7%) |
4 (7%) |
|
Java |
48(62%) |
177 (62%) |
11 (79%) |
50 (83%) |
|
Borneo |
2 (3%) |
7 (2%) |
1 (7%) |
2 (3%) |
|
Sulawesi |
2 (3%) |
8 (3%) |
0 |
0 |
|
Bali, NTB, and my shame |
4 (5%) |
16 (6%) |
0 |
0 |
|
Papua |
|
|
1 (7%) |
4 (7%) |
Source:
FI Editors
RESULTS AND DISCUSSION
Analysis
Descriptive
Description variable in statistics
descriptive used in study this cover minimum, maximum, mean and standard values
deviation from variable research. Statistics descriptive describe character
sample used in study this. Statistics descriptive more in study this shown in
table following:
Table 1
Statistics Descriptive Customer Experience
|
|
mean |
median |
Min |
Max |
Standard Deviation |
|
CE1 |
4,543 |
5 |
2 |
5 |
0.572 |
|
CE2 |
4.225 |
5 |
1 |
5 |
0.954 |
|
CE3 |
4.130 |
4 |
1 |
5 |
0.904 |
|
CE4 |
4,510 |
5 |
2 |
5 |
0.594 |
|
CE5 |
4,542 |
5 |
2 |
5 |
0.572 |
|
CE6 |
4,534 |
5 |
2 |
5 |
0.573 |
Based on table 1 on the known
Customer Experience variable There are 6 indicators question, obtained that the
average answer indicator Lowest i.e. on the CE3 indicator “I can focus without
disturbance whatever if watching in the cinema” i.e
of 4.130 while the average answer indicator highest namely on the CE1 indicator
“I feel comfortable watching movies in theaters” amounted to 4,543. Following
statistics descriptive Customer Satisfaction variable
Table 2
Statistics Descriptive Customer
Satisfaction
|
|
mean |
median |
Min |
Max |
Standard Deviation |
|
CS1 |
4.415 |
4 |
2 |
5 |
0.581 |
|
CS2 |
4,561 |
5 |
2 |
5 |
0.556 |
|
CS3 |
4,526 |
5 |
2 |
5 |
0.600 |
|
CS4 |
4.585 |
5 |
3 |
5 |
0.531 |
|
CS5 |
4,597 |
5 |
3 |
5 |
0.544 |
|
CS6 |
4.585 |
5 |
3 |
5 |
0.516 |
|
CS7 |
4,565 |
5 |
3 |
5 |
0.541 |
Based on table 2 on the known
Customer Satisfaction variable there are 7 indicators question
, obtained that the average answer indicator Lowest namely on the CS1
indicator " Cleanliness and comfort of the cinema studio " namely of
4.415 while the average answer indicator highest namely on the CS5 indicator
" The audio quality of films shown in cinemas " is 4,597. Following
statistics descriptive Customer Loyalty variable.
Table 3
Statistics Descriptive Customer Loyalty
|
|
mean |
median |
Min |
Max |
Standard Deviation |
|
CL1 |
3,472 |
4 |
1 |
5 |
1.197 |
|
CL2 |
4.111 |
4 |
1 |
5 |
0.932 |
|
CL3 |
4060 |
4 |
1 |
5 |
0.831 |
|
CL4 |
3.361 |
3 |
1 |
5 |
1.151 |
|
CL5 |
4.067 |
5 |
1 |
5 |
1,245 |
|
CL6 |
3,508 |
4 |
1 |
5 |
1.156 |
Based on table 3 on the known
Customer Loyalty variable There are 6 indicators question , obtained that the
average answer indicator Lowest namely on the CL1 indicator “I will permanent
watching movies at the cinema, even though there is offer for watch the movie
for free on the streaming application ” i.e. of 3.472 while the average answer
indicator highest namely on the CL2 indicator “I always follow information
about the current movie show and what will showing in theaters ” amounted to
4,111. Following statistics descriptive Customer Trust variable.
Table 4
Statistics Descriptive Customer Trust
|
|
mean |
median |
Min |
Max |
Standard Deviation |
|
CT1 |
4.213 |
4 |
2 |
5 |
0.684 |
|
CT2 |
3.984 |
4 |
1 |
5 |
0.770 |
|
CT3 |
4.063 |
4 |
2 |
5 |
0.741 |
|
CT4 |
4.067 |
4 |
2 |
5 |
0.744 |
|
CT5 |
4.016 |
4 |
2 |
5 |
0.805 |
Based on table 4 on the known
Customer Trust variable there are 5 indicators question, obtained that the
average answer indicator Lowest namely on the CT2 indicator " Management
" cinema hold firm score honesty in service “that is of 3.984 while the
average answer indicator highest namely on the CT1 indicator “Staff and
employees capable serve viewer with professional ” of
4,610.
Measurement Model (Outer Model)
Test
Validity (Convergent Validity)
Test validity or convergent validity using outer loading value . Following is results testing validity to each
variable.
Table 5
Test Validity
|
Variable |
Indicator |
Loading
Factor |
Information |
|
Customer
Experience |
CE1 |
0.977 |
Valid |
|
CE2 |
0.566 |
Valid |
|
|
CE3 |
0.516 |
Valid |
|
|
CE4 |
0.934 |
Valid |
|
|
CE5 |
0.969 |
Valid |
|
|
CE6 |
0.971 |
Valid |
|
|
Customer
Loyalty |
CL1 |
0.840 |
Valid |
|
CL2 |
0.741 |
Valid |
|
|
CL3 |
0.611 |
Valid |
|
|
CL4 |
0.859 |
Valid |
|
|
CL5 |
0.617 |
Valid |
|
|
CL6 |
0.856 |
Valid |
|
|
Customer
Satisfaction |
CS1 |
0.668 |
Valid |
|
CS2 |
0.890 |
Valid |
|
|
CS3 |
0.896 |
Valid |
|
|
CS4 |
0.905 |
Valid |
|
|
CS5 |
0.900 |
Valid |
|
|
CS6 |
0.912 |
Valid |
|
|
CS7 |
0.929 |
Valid |
|
|
Customer
Trust |
CT1 |
0.814 |
Valid |
|
CT2 |
0.853 |
Valid |
|
|
CT3 |
0.882 |
Valid |
|
|
CT4 |
0.847 |
Valid |
|
|
CT5 |
0.809 |
Valid |
Processing results with use SmartPLS could seen in the table
above the value of the outer model or correlation Among construct with variable
show that by whole more loading factor value big from 0.5 to construct for all
variable already valid from the model. Following is results of the initial
structural model outer model.
Figure 2
Outer
Structural Model
Test
Validity Discriminant (Discriminant Validity)
After conducted testing validity
use outer loading value , next conducted testing
validity discriminant use score average
variance extracted (AVE). following is discriminant test results.
Table 6
Test Validity Discriminant
|
Variable |
Average Variance Extracted (AVE) |
|
Customer Experience |
0.716 |
|
Customer Loyalty |
0.581 |
|
Customer Satisfaction |
0.767 |
|
Customer Trust |
0.708 |
Test this conducted for see how
much big difference between variable. Viewed value in testing this is score average variance extracted (AVE) whole
all variable have AVE value > 0.5 so that declared
valid. Measurement result from Fornell -Larcker Criterion and Cross loading can be presented in the table under this.
Table
7
Fornell -Larcker
Criterion between Variable
|
|
Customer Experience |
Customer Loyalty |
Customer Satisfaction |
Customer Trust |
|
Customer Experience |
0.846 |
|
|
|
|
Customer Loyalty |
0.499 |
0.762 |
|
|
|
Customer Satisfaction |
0.384 |
0.324 |
0.876 |
|
|
Customer Trust |
0.386 |
0.398 |
0.361 |
0.841 |
Table
8
Cross Loading between
Latent Variable with Indicator
|
|
Customer
Experience |
Customer
Loyalty |
Customer
Satisfaction |
Customer
Trust |
|
CE1 |
0.977 |
0.478 |
0.394 |
0.353 |
|
CE2 |
0.571 |
0.284 |
0.107 |
0.293 |
|
CE3 |
0.510 |
0.347 |
0.120 |
0.262 |
|
CE4 |
0.934 |
0.451 |
0.380 |
0.341 |
|
CE5 |
0.969 |
0.474 |
0.401 |
0.357 |
|
CE6 |
0.971 |
0.470 |
0.404 |
0.364 |
|
CL1 |
0.361 |
0.848 |
0.240 |
0.323 |
|
CL2 |
0.392 |
0.729 |
0.221 |
0.272 |
|
CL3 |
0.411 |
0.599 |
0.218 |
0.348 |
|
CL4 |
0.357 |
0.868 |
0.255 |
0.332 |
|
CL5 |
0.354 |
0.618 |
0.284 |
0.224 |
|
CL6 |
0.391 |
0.862 |
0.259 |
0.289 |
|
CS1 |
0.300 |
0.268 |
0.658 |
0.362 |
|
CS2 |
0.347 |
0.286 |
0.892 |
0.300 |
|
CS3 |
0.299 |
0.257 |
0.898 |
0.277 |
|
CS4 |
0.343 |
0.291 |
0.907 |
0.328 |
|
CS5 |
0.331 |
0.288 |
0.901 |
0.313 |
|
CS6 |
0.374 |
0.300 |
0.915 |
0.324 |
|
CS7 |
0.348 |
0.289 |
0.930 |
0.303 |
|
CT1 |
0.360 |
0.316 |
0.312 |
0.819 |
|
CT2 |
0.287 |
0.383 |
0.265 |
0.853 |
|
CT3 |
0.376 |
0.370 |
0.347 |
0.883 |
|
CT4 |
0.291 |
0.296 |
0.303 |
0.843 |
|
CT5 |
0.298 |
0.297 |
0.285 |
0.807 |
Result of Fornell -Larcker Criterion and cross loading between all latent variable with
variable indicators that have been shown in Table on that score from something
indicator more big in count variable from another
construct. Based on results that, can declared that every indicators
used has have good discriminant validity
for shape their respective
variables.
Test
Reliability
Test reliability conducted for
knowing is variable used in study this already reliable or no. Test reliability
use score Cronbach's Alpha and composite reliability. Following is results
testing reliability.
Table 9
Test Reliability
|
Variable |
Cronbach's Alpha |
Composite Reliability |
Rule of
Thumb |
Model Evaluation |
|
Customer Experience |
0.909 |
0.934 |
> 0.70 |
Reliable |
|
Customer Loyalty |
0.849 |
0.891 |
Reliable |
|
|
Customer Satisfaction |
0.947 |
0.958 |
Reliable |
|
|
Customer Trust |
0.897 |
0.924 |
Reliable |
Based on table on could concluded
that construct for all variable Fulfill criteria reliable. This thing showed
with score Cronbach's Alpha and
composite reliability obtained from
results estimation SmartPLS. Generated value is
>0.70 as recommended criteria.
Structural Model (Inner Model)
Test inner model or structural model conducted for see connection Among
construct, value significance and R-square
of the research model. Structural model evaluated with use R-square for construct dependent t test
as well as significance from path parameter coefficient structural.
Figure 3
Inner
Structural Model
In judging model with PLS started
with see R-square and Q Square for every dependent latent
variable. Table 10 is results estimation R-square
and Q Square with use SmartPLS.
Table 10
Value of R Square and Q Square
|
Variable |
R Square |
Q Square |
|
Customer Loyalty |
0.196 |
0.107 |
|
Customer Satisfaction |
0.148 |
0.110 |
|
Customer Trust |
0.149 |
0.101 |
In principle study this use 3
pieces variables that are influenced by variables other. The results of the R
Square value of the Customer Loyalty variable are 0.196 or 19.6%, which means
variable Customer Satisfaction and Customer Trust substantial could explain
Customer Loyalty variable with rate of 19.6% whereas the rest influenced by
other factors that are not entered into the variable study this. Then results
the value of R Square for the Customer Satisfaction variable is 0.148 or 14.8%,
which means Customer Experience variable substantial could explain Customer
Satisfaction variable with rate of 14.8% whereas the rest influenced by other
factors that are not entered into the variable study this. and results the
value of R Square of the Customer Trust variable is 0.149 or 14.9%, it means
Customer Experience variable substantial could explain Customer Trust variable
with rate of 14.9% whereas the rest influenced by other factors that are not
entered into the variable study this.
Then the value of Q Square for the
Customer Loyalty variable is 0.107, the Customer Satisfaction variable is 0.110
and the Customer Trust variable is 0.101, meaning more big
from 0.1 to show that the model has predictive
relevance. Next for see quality index
use Goodness of Fit (GoF) obtained as following.
Based on results calculation quality index use Goodness of Fit (GoF) obtained score GoF that is of 0.137 means that the model used in the study
this have good prediction model.
Test Hypothesis
The significance of the estimated
parameters give very useful information about connection Among variables research . Base used in test hypothesis is the value
contained in the output path coefficient.
a.
Influence
Direct
Table 11
Test Hypothesis influence direct
|
|
Original Sample (O) |
Sample Mean (M) |
Standard Deviation (STDEV) |
T Statistics (|O/STDEV|) |
P Values |
|
Customer Experience -> Customer Satisfaction |
0.384 |
0.386 |
0.057 |
6,719 |
0.000 |
|
Customer Experience -> Customer Trust |
0.386 |
0.390 |
0.051 |
7,623 |
0.000 |
|
Customer Satisfaction -> Customer Loyalty |
0.208 |
0.211 |
0.066 |
3.164 |
0.001 |
|
Customer Trust -> Customer Loyalty |
0.323 |
0.329 |
0.061 |
5.295 |
0.000 |
Based on testing hypothesis
influence direct on could explained as following.
a.
Test hypothesis 1 (Customer Experience has
an effect by significant to Customer Satisfaction)
Test
results hypothesis 1 is connection Customer Experience variable against
Customer Satisfaction variable shows score estimation of 0.384 (positive) and a
p-value of 0.000 more small from 0.050 so could concluded that Customer
Experience matters by significant towards Customer Satisfaction which means in
accordance with hypothesis 1 (hypothesis
1 is accepted).
b.
Test hypothesis 2 (Customer Experience has
an effect by significant against Customer Trust)
Test
results hypothesis 2 is connection Customer Experience variable against against Customer Trust shows score estimation of 0.386
(positive) and a p-value of 0.000 more small from 0.05 so that could concluded that Customer Experience matters by significant
towards Customer Trust which means in accordance with hypothesis 2 (hypothesis 2 is accepted).
c.
Test hypothesis 3 (Customer Satisfaction
has an effect by significant towards Customer Loyalty)
Test
results hypothesis 3 that is connection Customer Satisfaction variable towards
Customer Loyalty shows score estimation of 0.208 (positive) and a p-value of
0.001 more small from 0.05 so that could concluded that Customer Satisfaction
has an effect by significant towards Customer Loyalty which means in accordance
with hypothesis 3 ( hypothesis 3 is accepted).
d.
Test hypothesis 4 (Customer Trust has an
effect by significant towards Customer Loyalty)
Test
results hypothesis 4 that is connection Customer Trust variable on Customer
Loyalty shows score estimation of 0.323 (positive) and a p-value of 0.000 more
small from 0.05 so that could concluded that Customer
Trust matters by significant towards Customer Loyalty which means in accordance
with hypothesis 4 (hypothesis 4 is
accepted).
b. Influence Not Direct
Table 12
Testing Hypothesis influence no direct
|
|
Original
Sample (O) |
Sample
Mean (M) |
Standard
Deviation (STDEV) |
T
Statistics (|O/STDEV|) |
P
Values |
|
Customer
Experience -> Customer Satisfaction -> Customer Loyalty |
0.080 |
0.082 |
0.030 |
2,621 |
0.005 |
|
Customer
Experience -> Customer Trust -> Customer Loyalty |
0.125 |
0.130 |
0.034 |
3.678 |
0.000 |
Based on testing hypothesis
influence direct on could explained as following .
a.
Test hypothesis 5 (Customer Experience has
an effect by significant towards Customer Loyalty through customer satisfaction
mediation)
Test
results hypothesis 5 that is connection Customer Experience variable against
Customer Loyalty variable through Customer Satisfaction mediation shows score
estimation of 0.080 (positive) and a p-value of 0.005 more small from 0.05 so
that could concluded that Customer Experience matters
by significant towards Customer Loyalty through mediation of Customer
Satisfaction which means in accordance with hypothesis 5 (hypothesis 5 is accepted).
b.
Test hypothesis 6 (Customer Experience has
an effect by significant towards Customer Loyalty through Customer Trust
mediation)
Test
results hypothesis 6 that is connection Customer Experience variable against
Customer Loyalty variable through Customer Trust mediation shows score
estimation of 0.125 (positive) and a p-value of 0.000 more small from 0.05 so
that could concluded that Customer Experience matters
by significant towards Customer Loyalty through Customer Trust mediation which
means in accordance with hypothesis 6 (hypothesis
6 is accepted).
CONCLUSION
As for the results from description
and discussion that, then could obtained conclusion that is results testing
hypothesis by straight to research this obtained that Customer Experience
variable has significant influence towards Customer Satisfaction and Customer
Trust. Then Customer Satisfaction and Customer Trust have significant influence
towards Customer Loyalty.
Test results hypothesis by no
straight to research this obtained that Customer Experience variable has
significant influence towards Customer Loyalty through mediation variable
Customer Satisfaction and Customer Trust.
The result of R Square value is
obtained that Customer Experience variable substantial could explain Customer
Satisfaction variable with 14.8% rate , then Customer
Experience variable substantial could explain Customer Trust variable with
level of 14.9% and the variables Customer Satisfaction and Customer Trust are
substantial could explain Customer Loyalty variable with rate of 19.6%, while the
rest influenced by other factors that are not entered into the variable study
this .
The results of the Q Square value on
the Customer Loyalty variable are 0.107, the Customer Satisfaction variable is
0.110 and the Customer Trust variable is 0.101, meaning more
big from 0.1 to show that the model has predictive relevance. Next for
look at the quality index using the Goodness of Fit ( GoF ) obtained score GoF
that is of 0.137 means that the model used in the study this have moderate
model predictions (moderate).
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Copyright holders:
Kesya Meydiana,
Muhammad Rifqa, Titis Sapto
Raharjo, Ina Agustini Murwani (2022)
First publication right:
Devotion - Journal of Research and Community
Service
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