Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Nyapii di Jakarta

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Published: Jul 30, 2023
DOI: https://doi.org/10.24912/jmk.v5i3.25431
Keywords:
promosi, kualitas produk, kepuasan pelanggan, loyalitas pelanggan, promotion, product quality, customer satisfaction, customer loyalty
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Sandy Hizkiandi Wijaya
Universitas Tarumanagara
Herlina Budiono
Universitas Tarumanagara

Abstract

Dunia kuliner sudah berkembang lebih luas lagi dikarenakan perkembangan teknologi yang semakin canggih, dimana saat ini hanya membutuhkan internet dan gadget sudah dapat membuat sebuah toko online. Akan tetapi perkembangan tersebut juga memberikan dampak buruk dimana kemudahan tersebut membuat terlalu banyak toko menjual produk yang sama, karena banyak yang menggunakan strategi bisnis ATM yaitu amati, tiru dan modifikasi. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh promosi dan kualitas produk terhadap loyalitas pelanggan baik secara langsung maupun tidak langsung melalui kepuasan pelanggan. Populasi dalam penelitian ini adalah pelanggan Nyapii, dengan menggunakan teknik pemilihan sampel non probability sampling dan teknik penentuan sampel purposive sampling, maka sampel yang digunakan dalam penelitian ini adalah pelanggan Nyapii di Jakarta. Ukuran sampel yang digunakan yaitu sebanyak 114 responden. Data diperoleh dengan menggunakan kuesioner yang dibagikan kepada responden baik secara online melalui media sosial seperti Facebook, Whatsapp, Line, Instagram dan Telegram, maupun secara offline melalui scan barcode kepada pelanggan yang mengunjungi outlet Nyapii secara langsung. Data yang diperoleh dianalisis menggunakan smartPLS dengan menggunakan teknik analisis data SEM (Structural Equation Model). Hasil dari penelitian ini adalah terdapat pengaruh promosi dan kualitas produk terhadap kepuasan pelanggan, kemudian kepuasan pelanggan dapat memediasi pengaruh promosi dan kualitas produk terhadap loyalitas pelanggan, akan tetapi promosi tidak memiliki pengaruh secara langsung terhadap loyalitas pelanggan, sedangkan kualitas produk memiliki pengaruh secara langsung terhadap loyalitas pelanggan.
 

The culinary world has developed even more broadly due to increasingly sophisticated technological developments, where currently only the internet and gadgets are needed to be able to set up a shop. However, this development also has an adverse impact where this convenience makes too many stores sell the same product, because many use ATM business strategies, namely observe, imitate and modify. The purpose of this study was to determine the influence of promotion and product quality on customer loyalty either directly or indirectly through customer satisfaction. The population in this study were Nyappii customers, by using the non probability sampling technique and the purposive sampling technique, the samples used in this study were Nyappii customers in Jakarta. The sample size used was 114 respondents. Data was obtained using a questionnaire which was distributed to respondents both online via social media such as Facebook, Whatsapp, Line, Instagram and Telegram, or offline by scanning barcode to customers who visit Nyappii outlets in person. The data obtained was analyzed using smartPLS using SEM (Structural Equation Model) data analysis techniques. The results of the study found that there was an influence of promotion and product quality on customer satisfaction, then customer satisfaction can mediate the influence of promotion and product quality on customer loyalty, but promotion does not have a direct effect on customer loyalty, while product quality has a direct effect on customer loyalty.

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Vol. 5 No. 3 (2023): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Sandy Hizkiandi Wijaya, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Herlina Budiono, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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