PERAN KEPUASAN PELANGGAN MEMEDIASI PENGARUH PERCEIVED VALUE TERHADAP LOYALITAS PELANGGAN PADA KONSUMEN WARUNG KOPI BHINEKA
| Main Authors: | Pradana Yogaswara, I Gusti Ngurah Oka, Pramudana, Komang Agus Satria |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2022
|
| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/72036 https://ojs.unud.ac.id/index.php/manajemen/article/view/72036/43038 |
Daftar Isi:
- Penelitian ini bertujuan untuk mengetahui peran kepuasan pelanggan dalam memediasi pengaruh perceived value terhadap loyalitas pelanggan. Pengambilan sampel m enggunakan purposive sampling. Sampel yang diambil menggunakan sebanyak 100 responden yang sudah pernah mengunjungi Warung Kopi Bhineka lebih dari satu kali. Metode analisis da ta yang digunakan dalam penelitian ini antara lain analisis statistik deskriptif , analisis ja lur dan uji sobel. Hasil dari penelitian menunjukkan bahwa seluruh hipotesis diterima. Perceived Value berpengaruh positif dan signifikan terhadap variabel Kepuasan Pelanggan, Variabel Perceived Value berpengaruh positif dan signifikan terhadap variabel Loyalitas Pela nggan, va riabel Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap variabel Loyalitas Pelanggan, serta variabel Kepuasan Pelanggan mampu memediasi secara signifikan pengaruh Perceived Value terhadap Loyalitas Pelanggan. Implikasi dari penelitian ini yakni memberikan saran dan masukkan kepada pihak pengelola Warung Kopi Bhineka agar selalu memberikan Perceived Value yang baik dan Kepuasan kepada para konsumen sehingga konsumen nantinya mempunyai sikap Loyal terhadap Warung Kopi Bhineka. Kata kunci: Perceived Value, Loyalitas Pelanggan, Kepuasan Pelanggan
- This study aims to determine the role of customer satisfaction in mediating the effect of perceived value on customer loyalty. Purposive sampling is used with 100 respondents who had visited the Bhineka Coffee Shop more than once. The data analysis methods used are descriptive statistical analysis, path analysis and sobel test. The results indicate that all hypotheses are accepted. Perceived Value has a positive and significant effect on the Customer Satisfaction variable, the Perceived Value variable has a positive and significant effect on the Customer Loyalty, the Customer Satisfaction has a positive and significant effect on the Customer Loyalty, and the Customer Satisfaction is able to significantly mediate the effect of Perceived Value on Customer Loyalty. The implication of this research is to provide suggestions and input to the manager of the Bhineka Coffee Shop to always provide good Perceived Value and Satisfaction to consumers so that consumers will have a Loyal attitude towards Bhineka Coffee Shop. Keywords:Perceived Value, Customer Loyalty, Customer Satisfaction