Indah Wahyu Sulistiyani, Wahyu Setiawan

PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PRODUK DAN PENGALAMAN BELANJA TERHADAP LOYALITAS PELANGGAN

Introduction

Peran kepuasan pelanggan dalam memediasi pengaruh kualitas produk dan pengalaman belanja terhadap loyalitas pelanggan. Analisis peran kepuasan pelanggan memediasi kualitas produk dan pengalaman belanja terhadap loyalitas pelanggan smartphone Samsung. Tingkatkan loyalitas pelanggan jangka panjang.

Abstract

Penelitian ini dilatarbelakangi oleh menurunnya loyalitas pelanggan pengguna smartphone Samsung di Kota Semarang, yang dipengaruhi oleh meningkatnya persaingan dan perubahan preferensi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan pengalaman belanja terhadap loyalitas pelanggan, serta menguji peran kepuasan pelanggan sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan teknik survei kepada 102 responden yang pernah membeli smartphone Samsung melalui marketplace. Data dianalisis melalui uji validitas, reliabilitas, uji asumsi klasik, regresi linier berganda, analisis jalur, dan uji mediasi. Hasil penelitian menunjukkan bahwa kualitas produk dan pengalaman belanja berpengaruh positif terhadap kepuasan pelanggan. Selain itu, kualitas produk, pengalaman belanja, dan kepuasan pelanggan terbukti berpengaruh positif terhadap loyalitas pelanggan. Kepuasan pelanggan juga berperan sebagai mediator yang memperkuat pengaruh kualitas produk dan pengalaman belanja terhadap loyalitas. Temuan ini menegaskan bahwa peningkatan loyalitas pelanggan tidak hanya bergantung pada kualitas dan pengalaman belanja yang baik, tetapi juga pada kemampuan perusahaan menciptakan kepuasan yang konsisten agar hubungan jangka panjang dengan pelanggan dapat terjaga.

Review

This paper presents a timely investigation into the declining loyalty of Samsung smartphone users in Semarang, a phenomenon attributed to intense market competition and evolving consumer preferences. The core objective of the research is to examine the direct influence of product quality and shopping experience on customer loyalty, alongside a critical assessment of customer satisfaction's mediating role. Utilizing a quantitative approach, the study offers valuable insights into the complex interplay of these factors within a specific consumer segment, thereby contributing to the understanding of loyalty drivers in a highly dynamic technology market. The methodology employed, a survey of 102 Samsung smartphone buyers via online marketplaces, appears appropriate for the stated objectives. The rigorous data analysis, encompassing validity, reliability, classical assumption tests, multiple linear regression, path analysis, and mediation analysis, lends credibility to the findings. The results affirm that both product quality and shopping experience positively influence customer satisfaction. Crucially, the study also establishes that product quality, shopping experience, and customer satisfaction all exert a positive effect on customer loyalty. The most significant finding is the confirmed mediating role of customer satisfaction, which strengthens the impact of product quality and shopping experience on loyalty, underscoring its pivotal role in fostering long-term customer relationships. While the study provides a robust foundation for understanding customer loyalty in this context, certain aspects could benefit from further exploration. The focus on Samsung smartphone users in a single city (Semarang) and reliance on marketplace purchasers might limit the generalizability of the findings to broader markets or different retail channels. Future research could expand the scope to include other smartphone brands, diverse geographical locations, or a larger, more varied sample to enhance external validity. Additionally, exploring other potential mediating or moderating variables, or adopting a longitudinal design, could provide deeper insights into the dynamic nature of customer loyalty. Nevertheless, this paper effectively highlights the strategic importance of consistently creating customer satisfaction as a cornerstone for maintaining enduring customer relationships.

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