PERAN KETERIKATAN EMOSIONAL DAN KUALITAS YANG DIRASAKAN DALAM MEMBENTUK KESETIAAN PELANGGAN SABUN WAJAH MELALUI KEPUASAN
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Abstract
Peningkatan perhatian terhadap perawatan kulit pada masyarakat Indonesia, khususnya generasi muda, menyoroti peran penting sabun pembersih wajah sebagai elemen utama dalam rutinitas harian. Namun, penelitian yang mengkaji pengaruh keterikatan emosional terhadap loyalitas pelanggan berdasarkan dua dimensi (attitudinal loyalty dan behavioral loyalty) dalam sektor pembersih wajah masih sangat terbatas. Oleh sebab itu, penelitian ini bertujuan untuk mengidentifikasi apakah keterikatan emosional dan kualitas yang dirasakan berpengaruh terhadap kepuasan dan kesetiaan pelanggan, serta apakah kepuasan pelanggan memediasi pengaruh tersebut. Penelitian ini dilakukan dengan pendekatan kuantitatif, dimana data dikumpulkan melalui kuesioner secara daring dari 165 responden di Jakarta yang dipilih secara convenience sampling. Analisis data dilakukan dengan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa keterikatan emosional dan kualitas yang dirasakan berpengaruh positif dan signifikan terhadap kepuasan dan kesetiaan pelanggan. Selain itu, kepuasan pelanggan memiliki peran mediasi yang krusial dalam pengaruh tersebut. Temuan tersebut memberikan wawasan strategis bagi industri perawatan kulit, khususnya mengenai pentingnya memperkuat hubungan emosional dan menjaga kualitas produk untuk mendorong kepuasan dan retensi pelanggan. Oleh sebab itu, perusahaan sabun wajah disarankan untuk berfokus pada penyampaian kualitas produk yang konsisten dan menciptakan hubungan emosional yang mendalam dengan pelanggan untuk membedakan diri di pasar yang kompetitif.
The increasing attention to skincare among Indonesians, particularly the younger generation, highlights the critical role of facial cleansers as a key element in daily routines. However, studies examining the influence of emotional attachment on customer loyalty based on two dimensions (attitudinal and behavioral loyalty) in the facial cleanser sector are very limited. Therefore, this research aims to identify whether emotional attachment and perceived quality have an impact on customer satisfaction and loyalty, and whether customer satisfaction mediates these relationships. This study was conducted by using a quantitative approach, whereas data were collected by using an online questionnaire from 165 respondents in Jakarta who were selected by using the convenience sampling method. Data analysis was conducted by using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. This study showed that emotional attachment and perceived quality have a positive and significant influence on customer satisfaction and loyalty. Furthermore, customer satisfaction plays a crucial mediating role in these relationships. These findings provide strategic insights for the skincare industry, particularly regarding the importance of strengthening emotional bonds and maintaining product quality to enhance customer satisfaction and retention. Hence, companies are advised to focus on delivering consistent product quality and fostering deep emotional connections with customers to stand out in a competitive market.
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