Faktor-Faktor yang Mempengaruhi Kesetiaan Pelanggan Melalui Kepuasan Pelanggan pada Produk Skincare di Tangerang
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Abstract
Penelitian ini bertujuan untuk menganalis pengaruh kualitas produk dan persepsi harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada produk Elformula peeling serum di Tangerang. Penelitian ini menggunakan teori Stimulus-Organisme-Respon (SOR) untuk memahami stimulus eksternal seperti kualitas produk dan persepsi harga dapat mempengaruhi reaksi internal pelanggan, yaitu kepuasan pelanggan, yang pada akhirnya diwujudkan dalam loyalitas pelanggan. Penelitian dilakukan dengan metode kuantitatif menggunakan kuesioner online yang disebarkan kepada responden di Tangerang dengan teknik purposive sampling. Data yang terkumpul dari 124 responden dianalisis dengan menggunakan software SmartPLS Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh positif signifkan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif signifikan terhadap loyalitas pelanggan. Selain itu, kepuasan pelanggan dapat memediasi secara positif signifikan hubungan antara kualitas produk dan loyalitas pelanggan serta antara persepsi harga dan loyalitas pelanggan. Penelitian ini memberikan kontribusi praktis dalam strategi pemasaran, terutama dalam meningkatkan loyalitas pelanggan melalui peningkatan kualitas produk dan penetapan harga yang sesuai dengan persepsi nilai pelanggan, serta memberikan wawasan akademik mengenai peran mediasi kepuasan pelanggan dalam membangun loyalitas pelanggan.
This study aims to examine the influence of product quality and price perception on customer loyalty, with customer satisfaction as a mediating variable, in the context of Elformula peeling serum products in Tangerang. The Stimulus-Organism-Response (SOR) theory is employed to understand how external stimuli (product quality and price perception) affect internal customer reactions (customer satisfaction), ultimately leading to customer loyalty. A quantitative approach using online questionnaires was administered to 124 respondents in Tangerang through purposive sampling. Data analysis utilizing SmartPLS Structural Equation Modeling (SEM) revealed significant positive effects of product quality and price perception on customer satisfaction. Customer satisfaction positively influences customer loyalty. Moreover, customer satisfaction mediates the relationship between product quality and customer loyalty, as well as price perception and customer loyalty. This study provides practical contributions to marketing strategies, particularly in enhancing customer loyalty through improved product quality and pricing aligned with customer value perceptions and offers academic insights into the mediating role of customer satisfaction in building customer loyalty.
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