Customer Experience dan Customer Engagement terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus pada Pusat Penelitian Kelapa Sawit Medan)

Abstract

This study aims to analyze the influence of Customer Experience and Customer Engagement on customer loyalty, with customer satisfaction as an intervening variable, focusing on the case of Pusat Penelitian Kelapa Sawit (PPKS). As one of the largest palm oil seed producers in Indonesia, PPKS faces increasing competition in the seed industry. Although PPKS has managed to maintain its position as a market leader, there remains a significant level of customer dissatisfaction. This research adopts a quantitative approach with an associative research design. Data were collected through surveys from 379 respondents who are PPKS customers and analyzed using path analysis with the SmartPLS software. The findings indicate that Customer Experience and Customer Engagement have a positive impact on customer satisfaction and loyalty. Customer satisfaction is proven to be a significant mediating variable in enhancing customer loyalty. These findings offer practical implications for PPKS in designing more effective marketing strategies to improve customer satisfaction and loyalty amidst growing industry competition.