Pengaruh Servqual terhadap Kepuasan Pelanggan dengan Customer Experience sebagai Variabel Intervening pada Bioskop Cinepolis Bandung

Muhamad Arya Hardiansyah; Ida Farida Oesman; Wildan Guretno Prasetiyo

doi:10.31004/riggs.v5i1.6254

Authors

Muhamad Arya Hardiansyah Universitas Indonesia Membangun
Ida Farida Oesman Universitas Indonesia Membangun
Wildan Guretno Prasetiyo Universitas Indonesia Membangun

DOI:

https://doi.org/10.31004/riggs.v5i1.6254

Keywords:

Servqual, Customer Experience, Kepuasan Pelanggan, Cinepolis, Intervening

Abstract

Quality of service has a significant impact on how customers perceive a business and how satisfied they are with that business overall, and the film industry is no exception. It is more crucial than ever for companies to provide outstanding service and satisfy consumers in the increasingly competitive entertainment industry. The goal of this study is to use customer experience as a prism through which to analyze Cinepolis Cinema Bandung's service quality (Servqual) and its connection to customer happiness. For its quantitative analysis, this study relies on survey techniques. After collecting data from 370 Cinepolis Cinema Bandung patrons, we used route analysis to search for indirect as well as direct correlations between variables. The research found that customer satisfaction and overall experience are significantly influenced by service quality. The relationship between service quality and contentment may be mediated via customer experience, which has direct and indirect effects on customer satisfaction, according to study. Based on these results, it seems that raising the bar for service quality may boost customer happiness by bettering the customer experience. Cinepolis Cinema Bandung's management is urged to enhance customer satisfaction and competitiveness by consistently enhancing service quality parameters and focusing on providing unique customer experiences.

Downloads

Download data is not yet available.

References

Abdillah, M. S., & Jaya, R. C. (2025). Pengaruh Brand Image, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Rokok Gudang Garam Signature di Kota Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 308–317. https://doi.org/10.31004/riggs.v4i3.1982

Adhima, R. F., Suryaningprang, A., Dayona, G., & Sudaryo, Y. (2025). Pengaruh Kualitas Produk, Promosi dan Kualitas Layanan Terhadap Kepuasan Pelanggan . RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 849–858. https://doi.org/10.31004/riggs.v4i3.2131

Alan, W., Zeithaml, V., Bitner, M., & Gremler, D. (2016). Services Marketing: Integrating Customer Focus Across the Firm.

Azhari, M. I., Fanani, D., & Mawardi, M. K. (2015). Pengaruh Customer Experience Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan (Survei pada Pelanggan KFC Kawi Malang). Jurnal Administrasi Bisnis, 28(1).

Fitriana, N. D., Nobelson, N., Setiadi, I. K., & Supriadi, Y. N. (2023). Pengaruh Promosi, Kualitas Layanan, Dan Harga Terhadap Keputusan Pembelian Tiket Bioskop Cgv Di Dki Jakarta. Yudishtira Journal: Indonesian Journal of Finance and Strategy Inside, 3(2), 173-196.

Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS, Edisi ke-10. Semarang: Badan Penerbit Universitas Diponegoro.

Gumelar, A., Nasution, M. I., Oesman, I. F., Ramadini, F., & Irfan, M. (2020, March). Technology mobile banking on customer Satisfaction. In Journal of Physics: Conference Series (Vol. 1477, No. 7, p. 072020). IOP Publishing.

Hermansyah, F., & Gumilar, D. (2025). Pengaruh Kualitas Produk Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan (Studi Bisnis HappierCloth). eCo-Fin, 7(2), 1231-1246.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Krejcie, R. V, & Morgan, D. W. (1970). Determining Sampel Size for Research Activities, Educational and Psychological Measurement. NEA Research Bulletinvo L38.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96.

Lovelock, C., & Wirtz, J. (2020). Services Marketing: People, Technology, Strategy (9th ed.). Pearson Education.

Lupiyoadi, R. (2018). Manajemen Pemasaran Jasa (Edisi 4). Salemba Empat.

Nabila, R. A., & Rahmi, P. P. (2023). Pengaruh kualitas pelayanan, promosi, dan harga terhadap kepuasan pelanggan. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 5(11).

Nurdin, I., & Hartati, S. (2019). Metodologi penelitian sosial. Media Sahabat Cendekia.

Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.

Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12–40.

R. Switi Mallar, & Yahya Tanjung S.T. (2023). Pengaruh Harga, Lokasi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Bioskop Cinepolis Plaza Medan Fair. JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan, 2(3), 70–88. https://doi.org/10.56910/jumbiwira.v2i3.1094

Rahardi, S., Karamang, E., & Mubarak, D. A. A. (2024). Pengaruh Harga, Lokasi, Kualitas Pelayanan Terhadap Kepuasan Mahasiswa (Studi Pada Universitas Indonesia Membangun). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 552-561. https://doi.org/10.35870/jemsi.v10i1.1976

Sahputra, R. D., & Gumilar, D. (2025). Pengaruh Reputasi Merek, Kualitas Produk dan Keunikan Produk Terhadap Kepuasan Pelanggan Pakaian Thrift Shop Di Kota Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 7407–7416. https://doi.org/10.31004/riggs.v4i4.4187

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.

Sugianto, J., & Sugiono, S. (2013). 132004-ID-analisa-pengaruh-service-quality-food-qu. Jurnal Manajemen Pemasaran Petra, 1(2), 1–10.

Sugianto, J., & Sugiharto, S. (2013). Analisa Pengaruh Service Quality, Food Quality dan Price Terhadap Kepuasan Pelanggan Restoran Yung Ho Surabaya. Jurnal Manajemen Pemasaran Petra, 1(2), 1-10.

Sugiono, P. D. (2014). Metode penelitian pendidikan pendekatan kuantitatif. pdf. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D, 12, 42.

Sugiyono, P. D. (2010). Metode penelitian kuantitatif dan kualitatif. Bandung: CV Alfabeta.

Vera Agustina Rotua Sinurat, Mochammad Mukti Ali. (Volume. 5 Issue. 3, March - 2020), “Analysis of E-Service Quality and Quality Information on Trust and Impact on Purchase Decision on Consumer Tokopedia (Case Study of Tokopedia Customers in Tangerang City)", International Journal of Innovative Science and Research Technology (IJISRT), www.ijisrt.com. ISSN - 2456-2165 , PP :- 538-548.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2022). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill Education