Pengaruh persepsi kualitas dan kepuasan pelanggan terhadap loyalitas merek: orientasi pelanggan sebagai variabel moderasi
Daftar Isi:
- Today, cosmetic and personal care industry has been growing rapidly. Not only that, competitors also appear to offer a variety of cosmetic products. Cosmetic and body care companies must figure out how to satisfy customers and improve the perception of quality in order to increase brand loyalty. In addition, companies can use customer orientation as a moderating effect in increasing loyalty. Research on customer orientation has been done. However, there is still little research on the effects of customer orientation as a moderating effect. Therefore, researcher will use a customer orientation as a moderating effect. This study replicates the study of Ha and Park (2012) based on a model that will be used in research. The variables that were analyzed in the form of customer satisfaction, perception of quality, customer orientation, and brand loyalty. The sample was selected by judgmental sampling. Questionnaires were distributed solely by the researcher to 160 respondents. 160 freshmen and sophomores UPH who answered this questionnaire is a customer of The Body Shop. The data obtained will be used to analyze the hypothesis. Moderation hypothesis testing using multiple regression and structural equation modeling. The data support the hypothesis 4 of 5 existing hypotheses. From this research, providing information on customer orientation effect on perceived quality on brand loyalty. This study also provides theoretical implications, managerial implications, and suggestions for further research.