MODEL STRUKTURAL BRAND LOYALTY MELALUI CUSTOMER SATISFACTION: STUDI KASUS SPBU PERTAMINA DI MANADO

  • Yeane Koyongian ASMI Klabat
  • Ronny Walean Pascasarjana, Universitas Klabat

Abstract

Penelitian ini bertujuan untuk mengetahui model struktural yang digunakan dalam menjelaskan pengaruh kepuasan konsumen terhadap loyalitas merek. Ada tiga variabel eksogen yaitu citra perusahaan, kualitas layanan dan nilai yang dirasakan. Dua variabel endogen adalah loyalitas merek dan kepuasan pelanggan. Penelitian ini adalah survei cross-sectional terhadap 284 responden yang menggunakan pemodelan persamaan struktural dua langkah dengan estimasi kemungkinan maksimum. Pengumpulan data menggunakan kuesioner dengan metode skala likert. Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan program AMOS 21. Hasil penelitian menemukan bahwa citra perusahaan, kualitas layanan dan nilai yang dirasakan berpengaruh signifikan terhadap kepuasan pelanggan. Citra perusahaan, kualitas layanan, nilai yang dipersepsi tidak berpengaruh signifikan terhadap loyalitas merek. Kepuasan pelanggan berpengaruh signifikan terhadap loyalitas merek. Uji Sobel menemukan bahwa variabel kepuasan pelanggan mampu memediasi kualitas layanan, citra perusahaan, dan nilai yang dipersepsikan terhadap loyalitas merek.


 


Kata kunci: Citra Perusahaan, Kepuasan Pelanggan, Kualitas Layanan, Loyalitas Merek, Nilai Persepsi


 


 

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Published
2021-02-28
How to Cite
KOYONGIAN, Yeane; WALEAN, Ronny. MODEL STRUKTURAL BRAND LOYALTY MELALUI CUSTOMER SATISFACTION: STUDI KASUS SPBU PERTAMINA DI MANADO. Klabat Journal of Management, [S.l.], v. 2, n. 1, p. 1-19, feb. 2021. ISSN 2722-726X. Available at: <http://ejournal.unklab.ac.id/index.php/kjm/article/view/555>. Date accessed: 21 oct. 2021. doi: https://doi.org/10.31154/kjm.v2i1.555.1-19.