PENGARUH KUALITAS LAYANAN LOGISTIK, KEPUASAN PELANGGAN, DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN JASA LOGISTIK MENGGUNAKAN STRUCTURAL EQUATION MODEL
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Abstract
Kualitas layanan logistik, kepuasan pelanggan, dan citra merek merupakan variabel yang digunakan untuk mengetahui pengaruhnya terhadap loyalitas pelanggan. Keempat variabel itu terbentuk dari 24 indikator dan 5 dimensi yang ada. Selain itu, penelitian ini juga dilakukan untuk mengetahui nilai CSI perusahaan. Penelitian dilakukan terhadap pelanggan dari perusahaan logistik di Indonesia dengan menggunakan metode SEM (Structural Equation Model) dan juga metode CSI (Customer Satisfaction Index). Sehingga diperoleh hipotesis bahwa tiga variabel tersebut memiliki hubungan yang signifikan atau berpengaruh terhadap loyalitas pelanggan, dengan nilai CR sebesar -1,996 dan P sebesar 0,046 untuk kualitas kayanan logistik. Sementara untuk kepuasan pelanggan memiliki nilai CR sebesar 2,550 dan P sebesar 0,012 terhadap loyalitas pelanggan, serta untuk citra merek memiliki nilai CR sebesar 9,534 dan nilai P sebesar *** terhadap loyalitas pelanggan. Selain itu, tingkat kepuasan pelanggan terhadap perusahaan masuk dalam kategori puas karena memiliki nilai CSI sebesar 78,806%.
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