Pengaruh Partisipasi Konsumen Terhadap Kualitas Relasional Dengan Moderasi Implicit Self-Theories: Sebuh Studi Dalam Industri Jasa Tailor

Tantri Yanuar


Penelitian ini menggunakan paradigm Service dominant logic, dengan tujuan untuk membantu industri jasa kreatif agar dapat mengetahui model strategi pemasaran partisipatif, sehingga industri ini dapat menentukan aplikasi strategi yang sesuai berdasarkan pemodelan tersebut. Penelitian ini meneliti peranan implicit self theory sebagai variable moderasi antara strategi partisipatif dan kualitas relasional relasional. Hasil dari penelitian ini juga diharapkan dapat memberikan solusi terhadap gap theory dalam perspektif pemasaran relasional, dimana sebagian ilmuan berpendapat bahwa strategi partisipatif akan meningkatkan kualitas hubungan, sedangkan ilmuan lainnya berpendapat bahwa peningkatan kualitas hubungan ini ditentukan oleh karakteristik personal pelanggan.Obyek yang digunakan dalam penelitian ini adalah industri jasa kreatif - tailor, karena karakteristik industri ini dapat mewakili karakteristik industri jasa kreatif lainnya. Dan sebagian besar responden yang digunakan adalah mahasiswi di lingkungan Universitas Esa Unggul. Desain penelitian adalah kausal, dengan metode pengolahan data two way ancova.

Kata kunci: partisipasi pelanggan, kualitas relasional, implicit self theory


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