HUBUNGAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI PADA THE COFFE BEAN & TEA LEAF JAKARTA BARAT)

Paolinus Hulu

Abstract


Abstrak Menciptakan loyalitas dari seorang pelanggan sangatlah penting, demi kelangsungan hidup
suatu bisnis. Loyalitas pelanggan dapat membuat suatu bisnis untuk menarik calon pelanggan baru,
karena pelanggan dengan loyalitas cenderung melakukan word of mouth positif kepada orang-orang
terdekatnya. Namun, loyalitas tidak timbul dengan sendirinya tetapi kepuasan pelanggan memiliki
peran penting. Timbulnya kepuasan dan loyalitas pelanggan menjadi tantangan besar bagi pihak
perusahaan untuk menciptakan kualitas produk terbaik dengan mengutamakan nilai dari kepuasan
pelanggan. Untuk itu tujuan dari penelitian ini untuk mengetahui pengaruh kualitas produk terhadap
loyalitas dimediasi oleh kepuasan. Penelitian dilakukan dengan survei yang menggunakan kuesioner
dan responden yang digunakan sebanyak 135 pelanggan. Data dianalisis dengan menggunakan
Structural Equation Model (SEM). Hasil penelitian pertama menunjukkan terdapat hubungan antara
kualitas produk terhadap kepuasan konsumen. Ke dua terdapat hubungan antara kualitas produk
terhadap loyalitas konsumen. Ke tiga terdapat hubungan antara kepuasan terhadap loyalitas konsumen.
Sementara, pada kesimpulan ke empat kepuasan konsumen dapat memediasi hubungan antara kualitas
produk terhadap loyalitas konsumen.
Kata Kunci : Kualitas Produk, Kepuasan dan Loyalitas Konsumen.

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