Pengaruh Service Quality, Product Quality, dan Corporate Image terhadap Customer Satisfaction dan Customer Loyalty
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Abstract
Persaingan industri ritel kecantikan yang semakin kompetitif mendorong perusahaan untuk tidak hanya menawarkan produk berkualitas, tetapi juga membangun pengalaman pelanggan yang mampu menciptakan kepuasan dan loyalitas jangka panjang. Dalam konteks tersebut, pemahaman mengenai faktor-faktor yang memengaruhi customer satisfaction dan customer loyalty menjadi penting bagi keberlanjutan bisnis ritel kecantikan digital. Penelitian ini bertujuan untuk menganalisis pengaruh service quality, product quality, dan corporate image terhadap customer satisfaction serta implikasinya terhadap customer loyalty pada pelanggan Sociolla di wilayah DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner terhadap dua ratus lima puluh responden. Analisis data dilakukan menggunakan metode Covariance-Based Structural Equation Modeling (CB-SEM). Hasil penelitian menunjukkan bahwa product quality dan service quality berpengaruh positif dan signifikan terhadap customer satisfaction, sedangkan corporate image tidak menunjukkan pengaruh yang signifikan. Selain itu, product quality, service quality, dan corporate image terbukti berpengaruh signifikan terhadap customer loyalty, dengan product quality sebagai variabel yang paling dominan. Menariknya, customer satisfaction tidak menunjukkan pengaruh positif terhadap customer loyalty karena hubungan yang ditemukan bersifat negatif. Temuan ini mengindikasikan bahwa loyalitas pelanggan lebih dipengaruhi oleh pengalaman langsung terhadap kualitas produk dan layanan dibandingkan kepuasan umum yang dirasakan pelanggan. Penelitian ini memberikan kontribusi empiris bagi pengembangan literatur pemasaran dan perilaku konsumen, sekaligus menawarkan implikasi strategis bagi industri ritel kecantikan dalam membangun loyalitas pelanggan yang berkelanjutan.
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