Menciptakan Loyalitas Pengguna Produk Bodycare: Analisis Peran Mediasi Kepuasan Pelanggan

Tiara Putri Dewi; Puji Astuti

Authors

Tiara Putri Dewi Universitas Esa Unggul
Puji Astuti Universitas Esa Unggul

Keywords:

Bodycare, Kepuasan Pelanggan, Loyalitas Merek

Abstract

Begitu besar peran kepuasan pelanggan dalam menciptakan loyalitas pelanggan, maka perusahaan harus memperhatikan pada faktor-faktor yang dapat mendorong kepuasan pelanggan. Begitu besar peran kepuasan pelanggan dalam menciptakan loyalitas pelanggan, maka perusahaan harus memperhatikan pada faktor-faktor yang dapat mendorong kepuasan pelanggan. Salah satu faktor yang penting dalam menciptakan kepuasan adalah kualitas produk. Tujuan penelitian ini diharapkan dapat menjadi pelengkap studi yang mengkonfirmasi keterkaitan harga, kepercayaan, kualitas produk, brand image terhadap kepuasan pelanggan yang pada akhirnya diharapkan dapat meningkatkan loyalitas pelanggan di wilayah Jakarta, Bogor, Depok, Tanggerang, Bekasi (Jabodetabek). Penelitian ini menggunakan metode analisis Partial Least Square Structural Equation Modeling dengan jumlah sample sebanyak 120 responden, sample dipilih menggunakan metode purposive sampling. Hasil dari penelitian ini menunjukan bahwa harga, kepercayaan dan citra merek dapat meningkatkan kepuasan pelanggan. Harga, kepuasan pelanggan dan citra merek berpengaruh terhadap loyalitas merek. Akan tetapi kualitas merek tidak berpengaruh terhadap kepuasan pelanggan. Penelitian selanjutnya, diharapkan menggunakan responden lebih spesifik, memperluas jangkauan wilayah dan menambahkan variabel lain yang berkaitan dengan loyalitas merek seperti persepsi kualitas.

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