Pengaruh Kualitas Pelayanan, Kualitas Produk dan Pengalaman Belanja Pelanggan Terhadap Kepuasan Pelanggan dan Loyalitas
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Abstract
Di tengah persaingan industri smartphone yang sangat ketat, perusahaan tidak cukup hanya mengandalkan spesifikasi atau harga smartphone. Industri smartphone harus membangun hubungan jangka panjang dengan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, kualitas produk, dan pengalaman belanja pelanggan terhadap kepuasan pelanggan dan loyalitas pengguna smartphone, dengan mempertimbangkan peran mediasi kepuasan pelanggan. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode Structural Equation Modeling (SEM). Data diperoleh dari 137 responden yang merupakan pengguna iPhone di wilayah Jakarta dan Bekasi, berusia 17 atau lebih, dan membeli iPhone di ibox. Yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa kualitas produk dan pengalaman belanja pelanggan berpengaruh signifikan terhadap kepuasan pelanggan dan loyalitas. Kepuasan pelanggan juga terbukti memiliki peran mediasi yang signifikan dalam pengaruh kualitas pelayanan, kualitas produk, dan pengalaman belanja pelanggan terhadap loyalitas pelanggan. Namun, kualitas pelayanan tidak menunjukkan pengaruh langsung terhadap loyalitas, meskipun tetap berpengaruh terhadap loyalitas melalui mediasi kepuasan. Temuan ini memberikan implikasi praktis bagi penyedia layanan untuk meningkatkan kualitas produk dan menciptakan pengalaman belanja yang menyenangkan sebagai strategi dalam membangun loyalitas jangka panjang terhadap merek.
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