Nonparametric Path Analysis on Consumer Satisfaction and Consumer Engagement in PT Pertamina

Abstract

The purpose of this research is to apply nonparametric path analysis on consumer satisfaction and consumer engagement of PT Pertamina. The results of the analysis are expected to be able to provide an estimate of the function in determining consumer satisfaction and consumer engagement of PT Pertamina. This study uses primary data involving five variables, namely Digitalization (X1), Consumer Needs (X2), Consumer Service (X3), Consumer Satisfaction (Y1), Consumer Engagement (Y3). Variable measurement technique is done by calculating the average score on the items. Sampling in this study used a purposive sampling technique with the respondent's criteria being company leaders. The result of this research is the estimation of nonparametric Path function using MARS approach on various interactions. The best estimate of the function of obedient behavior in paying credit is when it involves 3 variables, namely the digitization variable (X1), Consumer Needs (X2), Consumer Service (X3) with a value ofgeneralized cross-validation The smallest (GCV) obtained is 0.2833. The originality of this research is that the variables used are the results of DNA analysis (Discourse Network Analysis), where the analysis extracts information from cyberspace which is then formed as the main issue and becomes a variable. In addition, there is no previous research that examines nonparametric path analysis on PT Pertamina's consumer satisfaction and engagement.