SELF-IMAGE AND PRODUCT PERSONALIZATION: IMPACT ON CONSUMER RELATIONSHIP QUALITY AT ABABIL BILLBOARD PRINTING IN BENGKULU CITY
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh citra diri dan personalisasi produk terhadap kualitas hubungan konsumen di Ababil Reklame Printing di Kota Bengkulu. Pertumbuhan pesat industri percetakan menciptakan lanskap kompetitif di mana bisnis harus bergerak melampaui produk standar untuk membangun hubungan konsumen yang kuat. Penelitian sebelumnya terutama berfokus pada dampak variabel-variabel ini terhadap kepuasan dan loyalitas pelanggan di sektor mode atau teknologi, meninggalkan celah penelitian dalam konteks industri jasa percetakan dan periklanan. Penelitian ini mengisi celah ini dengan menyelidiki bagaimana persepsi konsumen tentang kesesuaian citra diri dan produk yang dipersonalisasi memengaruhi hubungan jangka panjang mereka dengan penyedia layanan. Dengan menggunakan pendekatan kuantitatif, penelitian ini menggunakan metode survei dengan sampel pelanggan Ababil Reklame. Data yang terkumpul dianalisis menggunakan regresi berganda untuk menguji hipotesis. Temuan ini diharapkan dapat menunjukkan bahwa citra diri dan personalisasi produk memiliki dampak positif yang signifikan terhadap kualitas hubungan, menyoroti pentingnya keduanya sebagai alat strategis untuk menumbuhkan kepercayaan dan komitmen dalam industri jasa.
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