LOYALITAS PELANGGAN DAN KEPUASAN PELANGGAN DITINJAU DARI KUALITAS PRODUK DAN LAYANAN DALAM PERSPEKTIF KONSUMEN ONLINE

Muhammad Ikhsan Fifaldyovan, Supriyanta Supriyanta

Abstract


Loyalitas pelanggan online merupakan strategi jangka panjang yang berkelanjutan, namun mempertahankan pelanggan online merupakan sesuatu yang sulit. Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis pengaruh kualitas produk dan layanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Hipotesis penelitian adalah kualitas produk dan layanan berpengaruh positif terhadap kepuasan pelanggan dan loyalitas pelanggan. Sampel adalah 100 konsumen online di Semarang, yang diperoleh secara purposive sampling. Data dikumpulkan menggunakan kuesioner dan kemudian dianalisis menggunakan analisis jalur (path analysis) dan uji sobel. Hasil penelitian adalah kualitas produk dan layanan berpengaruh positif terhadap kepuasan pelanggan; kualitas produk dan layanan berpengaruh positif terhadap loyalitas pelanggan; dan kepuasan pelanggan memediasi hubungan kualitas produk dan layanan dengan loyalitas pelanggan


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DOI: https://doi.org/10.62826/muara.v6i2.74

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