FACTORS THAT CAN INFLUENCE SMARTPHONE CUSTOMER LOYALTY
Article Sidebar
Main Article Content
Abstract
Smartphone telah menjadi bagian penting dalam kehidupan sehari-hari karena dapat menunjang masyarakat dalam melakukan pekerjaan, sehingga meningkatkan permintaan masyarakat Indonesia terhadap smartphone. Alhasil, perusahaan smartphone berlomba-lomba mendirikan pabrik di Indonesia untuk memenuhi permintaan tersebut. Kondisi ini tentu meningkatkan persaingan antar perusahaan smartphone, terutama dari segi fitur, harga, dan spesifikasi produk. Oleh karena itu, perusahaan smartphone perlu meningkatkan kesetiaan pelanggannya agar pelanggan yang ingin membeli smartphone baru memiliki kecenderungan lebih tinggi untuk membeli seri terbarunya. Kesetiaan pelanggan menjadi semakin penting bagi perusahaan smartphone karena smartphone yang ditawarkan oleh berbagai perusahaan memiliki fungsi yang serupa. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh kualitas yang dirasakan, kepercayaan, dan pengalaman pelanggan terhadap kesetiaan pelanggan, serta peran mediasi kepuasan pelanggan. Populasi penelitian ini adalah seluruh pelanggan salah satu merek smartphone di Jakarta, sedangkan sampelnya adalah pelanggan yang telah membeli produk tersebut lebih dari satu kali dan berdomisili di Jakarta. Sampel yang diperoleh sebanyak 140 orang dengan menggunakan metode convenience sampling dan data diolah dengan menggunakan metode PLS-SEM. Hasil penelitian ini menunjukkan bahwa kualitas yang dirasakan, kepercayaan, dan pengalaman pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan kesetiaan pelanggan. Selain itu kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan secara positif dan signifikan. Selanjutnya kepuasan pelanggan memediasi pengaruh kepercayaan dan pengalaman pelanggan terhadap loyalitas pelanggan, namun kepuasan pelanggan tidak memediasi pengaruh kualitas yang dirasakan terhadap loyalitas pelanggan.
Smartphone has become an important part of people's daily lives because it can support them when doing their job, thereby increasing Indonesian’s demand for smartphone. Consequently, smartphone companies are competing to set up factories in Indonesia to meet this demand. This condition certainly increases competition between smartphone companies, especially in terms of features, price, and product specifications. Therefore, smartphone companies need to increase customer loyalty so that customers who want to buy a new smartphone have a higher tendency to purchase their latest series. Customer loyalty is becoming increasingly important for smartphone companies because the smartphones offered by various companies have similar functions. Hence, this research aims to determine the influence of perceived quality, trust, and customer experience on customer loyalty toward smartphone brand, as well as the mediating role of customer satisfaction. The population of this study is all customers of a smartphone brand in Jakarta, while the sample is customers who have purchased the product more than once and live in Jakarta. 140 samples were obtained by using convenience sampling method and the data were processed by using PLS-SEM method. This research showed that perceived quality, trust, and customer experience influence customer satisfaction and customer loyalty positively and significantly. Moreover, customer satisfaction influences customer loyalty positively and significantly. Furthermore, customer satisfaction mediates the influence of trust and customer experience on customer loyalty, but customer satisfaction doesn’t mediate the influence of perceived quality on customer loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.
References
Adhy, K. A. (2016). Kepuasan Konsumen sebagai Variabel Mediasi antara Persepsi Nilai, Persepsi Kualitas dan Citra Merek dengan Loyalitas. In Prosiding Seminar Nasional & Call for Paper, 6(1), 216-236.
Aprilianto, B., Welsa, H., & Udayana, I. B. N. (2022). Pengaruh Commitment, Trust terhadap Customer Satisfaction dan Customer Loyalty. Widya Manajemen, 4(1), 1-11. https://doi.org/10.32795/widyamanajemen.v4i1.1743
Aprillia, A. & Vidyanata, D. (2022). Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh. Co. Jembatan: Jurnal Ilmiah Manajemen, 19(1), 49-68. https://doi.org/10.29259/jmbt.v19i1.17758
Bougie, R., & Sekaran, U. (2020). Research Methods for Business: A Skill Building Approach (8th ed.). John Wiley & Sons.
Bryan, N. M., Keni, K., Negara, E. S., & Dharmawan, P. (2023). Pengaruh Brand Competence, Brand Trust, Brand Experience, dan E-WOM terhadap Brand Loyalty Dompet Digital. Jurnal Muara Ilmu Ekonomi dan Bisnis, 7(1), 17-29. https://doi.org/10.24912/jmieb.v7i1.22067
Cynthia, C. & Keni, K. (2023). Brand Experience, Perceived Value, and Social Media Marketing to Predicate Brand Loyalty. International Journal of Application on Economics and Business, 1(1), 402-408. https://doi.org/10.24912/ijaeb.11.402-408
Fauzia, A. Z. N. & Sosianika, A. (2021). Analisis Pengaruh Brand Image, Perceived Quality, dan Country of Origin terhadap Minat Beli Produk Skincare Luar Negeri. In Prosiding Industrial Research Workshop and National Seminar, 1068-1072.
Febriyanti, I. & Tuti, M. (2023). Assuring Customer Value, Customer Experience, and Trust to Improve Customer Loyalty. Jurnal Dinamika Manajemen dan Bisnis, 6(2), 37-51.
Fenetta, A. & Keni. (2020). Pengaruh Brand Awareness dan Perceived Quality terhadap Purchase Intention: Brand Loyalty sebagai Variabel Mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6), 270-275. http://dx.doi.org/10.24912/jmbk.v4i6.9792
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Pearson Education.
Herawaty, M. T., Aprillia, A., Rahman, A., Rohimah, L., Taruna, H. I., Styaningrum, E. D., & Suleman, D. (2022). The Influence of Service Quality and Price on Alfamart Consumer Loyalty with Customer Satisfaction As Mediation Variables. International Journal of Social and Management Studies, 3(2), 246-257. https://doi.org/10.5555/ijosmas.v3i2.179
Huda, O. K. & Nugroho, A. (2020). Pengaruh Word of Mouth dan Citra Merek terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek. Jurnal Pengembangan Wiraswasta, 22(2), 141-150. https://doi.org/10.33370/jpw.v22i02.436
Keni & Sandra, K. K. (2021). Prediksi Customer Experience dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 191-204. https://doi.org/10.24912/jmieb.v5i1.11196
Kristinawati, A. & Keni. (2021). Pengaruh Brand Image, Perceived Quality dan EWOM terhadap Purchase Intention Mobil di Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 524-529. http://dx.doi.org/10.24912/jmbk.v5i5.13305
Kurniadi, H. & Keni. (2022). Pengaruh Trust, Product Quality, Desain Produk, dan Time Delivery terhadap Kepuasan Konsumen Properti di Kota Tangerang. Jurnal Manajemen Bisnis dan Kewirausahaan, 7(1), 199-212. https://doi.org/10.24912/jmbk.v7i1.22573
Lantang, L., & Keni, K. (2022). Pengaruh Service Quality dan Customer Experience terhadap Loyalitas Nasabah Bank di Jakarta: Trust sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(3), 231-236. https://doi.org/10.24912/jmbk.v6i3.18645
Mantala, R. & Firdaus, M. R. (2016). Pengaruh Customer Experience terhadap Customer Satisfaction pada Pengguna Smartphone Android (Studi pada Mahasiswa Politeknik Negeri Banjarmasin). Jurnal Wawasan Manajemen, 4(2), 153-164.
Mulyono, S. H. & Djatmiko, T. (2018). Pengaruh Customer Experience terhadap Customer Satisfaction di Tokopedia. eProceedings of Management, 5(2), 1843-1848.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2020). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. In International Conference on Advances Science and Technology, 1-7. https://doi.org/10.1088/1757-899X/1071/1/012017
Oppong, P. K., Yeboah, S. T., & Gyawu, A. (2020). Influence of Brand Awareness and Perceived Quality on Loyalty: The Mediating Role of Association in Traditional Medicine Market in Kumasi, Ghana. Information Management and Business Review, 12(2), 1-11. https://doi.org/10.22610/imbr.v12i2(I).3035
Populix. (2023). Indonesian Mobile Phone Purchase Behavior. https://info.populix.co/report/mobile-phone/, accessed on October 7, 2023.
Pranoto, R. G. & Subagio, H. (2015). Analisa Pengaruh Customer Experience terhadap Customer Satisfaction pada Konsumen di Rosetta’s Cafe & Resto Surabaya. Jurnal Manajemen Pemasaran Petra, 3(1), 1-9.
Putra, T. W. & Keni. (2020). Brand Experience, Perceived Value, Brand Trust untuk Memprediksi Brand loyalty: Brand Love sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 184-193. http://dx.doi.org/10.24912/jmieb.v4i1.7759
Qusaeri, M. A. A. & Khasbulloh, M. W. (2023). Pengaruh Keunggulan Produk dan Keunggulan Layanan terhadap Customer Loyalty dengan Kepuasan Customer sebagai Variabel Intervening di PT Ariabima Propertindo. SENTRI: Jurnal Riset Ilmiah, 2(4), 1098-1106.
https://doi.org/CC BY-NC-SA 4.0
Roscoe, J. T. (1975). Fundamental Research Statistics For The Behavioral Sciences . In Holt Rinehart & Winston, New York (2nd ed.). Holt, Rinehart, and Winston.
Sabrina, N. N., Ginting, P., Silalahi, A. S., Rini, E. S., & Karina, B. (2023). The Effect of Customer Experience, Customer Value, and Service Quality on Customer Satisfaction (Ace Hardware Customer). In Proceeding Medan International Conference Economics and Business, 1805-1813. https://doi.org/10.30596/miceb.v1i0.291
Saman, Y. T., Keni, K., & Muthuveloo, R. (2023). Store Atmosphere and Quality of Personal to Predicate Repatronage Intentions at Local Convenience Stores: The Role of Customer Satisfaction as A Mediation Variable. International Journal of Application on Economics and Business, 1(1), 10-17. https://doi.org/10.24912/ijaeb.11.10-17
Setiadi, N. J. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen Edisi Ketiga (Vol. 3). Prenada Media.
Sinta, F., Lumbanraja, P., & Sembiring, B. K. F. (2023). The Impact of Brand Trust and Perceived Quality on Brand Loyalty in Mediation Customer Satisfaction: A Case Study of Kopi Kenangan Consumers in Medan City. International Journal of Educational Review, Law and Social Sciences, 3(5), 1555-1571. https://doi.org/10.54443/ijerlas.v3i5.1043
Setiawan, L. & Keni, K. (2023). The Influence of Price Perception, Customer Trust, and Customer Experience on Purchasing Decisions at MTM Pharmacy in Bekasi. International Journal of Application on Economics and Business, 1(4), 2727-2735. https://doi.org/10.24912/ijaeb.v1i4.2727-2735
Sofiana, H. & Prihandono, D. (2019). Customer Satisfaction as the Mediating Influence of Service Recovery, Perceived Quality, and Price Fairness on Indihome Triple Play Services to Customer Loyalty. Management Analysis Journal, 8(3), 275-283.
Statista. (2023). Smartphone Markets in Indonesia – Statistics and Facts. https://www.statista.com/topics/5020/smartphones-in-indonesia/#topicOverview, accessed on April 5, 2024.
Sternberg, R. J. (1986). A Triangular Theory of Love. Psychological Review, 93(2), 119-135. https://doi.org/10.1037/0033-295X.93.2.119
Sumarsid, S. & Paryanti, A. B. (2021). Analisis Pengaruh Customer Satisfaction dan Trust in Bran terhadap Customer Retention (Studi Kasus Pengguna Kartu XL di Sekolah Tinggi Manajemen Labora). Jurnal Mitra Manajemen, 12(2), 85-96. https://doi.org/10.35968/jmm.v12i2.752
Tandiono, J., Djojo, B. W., Candra, S., & Heriyati, P. (2020). Finding Customer Perception of Peer-to-Peer (P2P) Lending Financial Technology in Pohon Dana. Binus Business Review, 11(1), 51-58. https://doi.org/10.21512/bbr.v11i1.6014
Top Brand Award. (2024). Komparasi Brand Index. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=10&id_subkategori=166, accessed on March 28, 2024.
Wardani, E. K. & Febrilia, I. (2023). Pengaruh Brand Image dan Trust terhadap Customer Loyalty Pelanggan Kopi di Jakarta dengan Customer Satisfaction sebagai Variabel Intervening. Jurnal Bisnis, Manajemen, dan Keuangan, 4(1), 36-48. https://doi.org/10.21009/jbmk.0401.03
Wilson, N., Keni & Tan, P. H. P. (2021). The Role of Perceived Usefulness and Perceived Ease of Use Toward Satisfaction and Trust which Influence Computer Consumers' Loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262-294. https://doi.org/10.22146/gamaijb.32106
Wisianto, R. & Keni, K. (2023). Pengaruh Konten Buatan Pengguna (UGC) dan Konten Buatan Perusahaan (FGC) terhadap Loyalitas Merek Smartphone di Indonesia dengan Kepercayaan Merek sebagai Variabel Mediasi. DeReMa (Development of Research Management), 18(1), 21-34. http://dx.doi.org/10.19166/derema.v18i1.6464