PERAN KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN
Abstract
Loyalitas pelanggan merupakan suatu keadaan di mana pelanggan setia dan terus membeli dan menggunakan produk atau layanan dari sebuah merek atau perusahaan. Loyalitas pelanggan sangat berkaitan erat dengan kualitas pelayanan dan tingkat kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening. Penelitian ini dilakukan kepada pelanggan Shopee-Food di Kota Denpasar. Metode yang digunakan dalam menentukan ukuran sampel yaitu purposive sampling dengan ukuran sampel yang diambil sebanyak 100 responden. Pengumpulan data dilakukan dengan menyebarkan kuesioner penelitian melalui google form. Data yang diperoleh kemudian dianalisis dengan teknik analisis data yang terdiri atas analisis statistik deskriptif, analisis jalur (path analysis), dan uji sobel. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan secara signifikan memediasi hubungan kualitas pelayanan terhadap loyalitas pelanggan. Implikasi teoritis penelitian ini mampu mengkonfirmasi konsep peran kepuasan pelanggan memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan. Implikasi praktis penelitian ini yaitu pihak Shopee harus lebih memperhatikan aspek yang terkait dengan kualitas pelayanan seperti ketersediaan driver dan kesesuaian estimasi waktu penerimaan makanan agar pelanggan merasa puas dan menjadi loyal.
Customer loyalty is a condition in which customers are loyal and continue to buy and use products or services from a brand or company. Customer loyalty is usually closely related to service quality and customer satisfaction levels. This study aims to analyze the effect of service quality on customer loyalty through customer satisfaction as an intervening variable. This research was conducted on Shopee Food consumers in Denpasar City. The method used in determining the number of samples is purposive sampling with the number
of samples taken as many as 100 respondents. Data collection was carried out by distributing research questionnaires via google form. The data obtained was then analyzed with data analysis techniques consisting of descriptive statistical analysis, path analysis, and sobel test. The results of this study indicate that service quality has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer satisfaction, customer satisfaction significantly mediates the relationship between service quality and customer loyalty. The theoretical implications of this study are able to change the concept of the role o
f customer satisfaction to mediate the effect of service quality on customer loyalty. The practical implication of this research is that Shopee must pay more attention to aspects related to service quality such as the availability of drivers and adjusting the estimated time of receiving food so that customers feel satisfied and become loyal.
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References
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Lemy, D., Goh, E., dan Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 25(4), pp. 462–479.
Liung, H. dan Syah, T.Y.R (2017). Pengaruh Kualitas Layanan Terhadap Kepuasan Dalam Meningkatkan Loyalitas Di Moderasi Harga. Jurnal Ekonomi, 8(2), hal. 39-40.
Lubis, A., Dalimunthe, R., Absah, Y., dan Fawzeea, B. K. (2021). The Effect of Corporate Communication and Service Quality on Customer Loyalty and Satisfaction in Sharia Banking. The Journal of Asian Finance, Economics and Business,8(3), pp. 1267–1274.
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Myo, Y.N., Khalifa, G.S., dan Aye, T.T. (2019). The Impact Of Service Quality On Customer Loyalty Of Myanmar Hospitality Industry: The Mediating Role Of Customer Satisfaction. International Journal of Management and Human Science (IJMHS), 3(3), 1-11.
Nguyen, D.T., Pham, V.T., Tran, D.M., dan Pham, D.T. (2020). Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty. Journal of Asian Finance, Economics and Business, 7(8), pp. 395-405.https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.395
Novianti, N., Endri, E., dan Darlius, D. (2018). Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan dan Promosi terhadap Loyalitas Pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), hal. 90-108.
Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta
Puranda, N. R. ., Ariyanti, M. ., & Ghina, A. (2022). The Effect of E-Service Quality on E-Loyalty With E-Satisfaction as an Intervening for GoFoodApplication Users. ITALIENISCH, 12(1), 218–226.
Putra, H. A., dan Ngatno, N. (2017). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Pt. Lontar Media Digital Printing Semarang). Jurnal Ilmu Administrasi Bisnis, 6(4), 68-75. https://doi.org/10.14710/jiab.2017.17580
Saputra, S., & Sudarsa, R. Y. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Grand Setiabudi Hotel & Apartment. Jurnal Bisnis dan Pemasaran, 9(2), 11-11.
Shaw, C. dan Hamilton, R. (2015). The Intuitive Customer: 7 Imperatives for Movingyour Customer Experience to the Next Level. Florida: Beyond Philosophy Companies.
Siswandi, V., Maya, A., dan Soeparwoto, D. (2019) Pengaruh Kualitas Layanan Terhadap Loyalitas Pengguna Jasa Sekuriti di PT. Semesta Multi Sekurindo (Key Guards Security).e-Proceeding of Management : Vol.6, No.2, pp. 256
Sitorus, T., dan Yustisia, M. (2018). The Influence of Service Quality and Customer Trust toward Customer Loyalty: The Role of Customer Satisfaction. International Journal for Quality Research, 12, pp. 639-654.
Subawa, I., dan Sulistyawati, E. (2020). Kualitas Pelayanan Berpengaruh Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. E-Jurnal Manajemen, 9(2), hal. 718 -736.
Suganda U.K., Oktavia, P. dan Fridayanti V. D (2021). TheEffect of Experiential Marketing and Service Quality on Customer Loyalty of Domino's Pizza in Cirebon City. Review of International Geographical Education. 11(6), pp. 772-777
Sutrisno, A., Andajani, E., & Widjaja , F. N. (2019). The Effects of Service Quality on Customer Satisfaction and Loyalty in a Logistics Company . KnE Social Sciences, 3(26), 85–92. https://doi.org/10.18502/kss.v3i26.5360
Syahidin, S., & Adnan, A. (2022). Analisis Pengaruh Harga Dan Lokasi Terhadap Kepuasan Pelanggan Pada Bengkel Andika Teknik Kemili Bebesen Takengon. Gajah Putih Journal of Economics Review, 4(1), 20-32. https://doi.org/https://doi.org/10.55542/gpjer.v4i1.209
Tjiptono, Fandy. (2014). Pemasaran Jasa. Gramedia Cawang. Jakarta
Tjiptono, F. dan Chandra, G. (2016). Service, Quality dan Satisfaction. Edisi 4, Yogyakarta : ANDI
Unaradjan, D. D. (2019). Metode penelitian kuantitatif. Jakarta: Universitas Katolik Indonesia Atma Jaya.
Utama, I. G. B. R. (2016). Teknik Sampling dan Penentuan Jumlah sampel. Universitas Dhyana Pura, Bali. https://doi.org/10.13140/RG.2.1.5187.0808
Yusra, & Agus, A. (2020). The Influence Of Online FoodDelivery Service Quality On Customer Satisfaction And Customer Loyalty: The Role Of Personal Innovativeness. Journal of Environmental Treatment Techniques, 8(1), 6–12
Zeithaml, V. A., Bitner, M. J., dan Gremler, D. D. (2018). What Are Services?(7th ed.).McGraw Hill Education.
Alchalidy, W., dan Lubis, P.H. (2020). The Effect of Electronic Service Quality on Customer Loyalty Through Customer Satisfaction of GO-JEK Application Users in Banda Aceh. International Journal of Scientific and Management Research, Vol.3 No.1, pp. 95-103AL-
Mhasnah, A., Salleh, F., Afthanorhan,A dan Ghazali, P. (2018). The Relationship Between Services Quality And Customer Satisfaction Among Jordanian Healthcare Sector. Management Science Letters , 8(12), pp. 1413-1420.
Asnawi, N., Sukoco, B.M.and Fanani, M.A.(2020), The Role Of Service Quality Within Indonesian Customers Satisfaction And Loyalty And Its Impact On Islamic Banks, Journal of Islamic Marketing, Vol. 11 No. 1, pp. 192-212. https://doi.org/10.1108/JIMA-03-2017-0033
Badan Pusat Statistik. (2021). Persentase Penduduk Usia 5 Tahun ke Atas yang Mengakses Teknologi Informasi dan Komunikasi (TIK) dalam 3 Bulan Terakhir Menurut Kabupaten/Kota, 2021. Diakses pada 15 April 2023 dari : https://bali.bps.go.id/statictable/2018/04/13/95/persentase-penduduk-Chen, C., & Liu, H. (2017). Exploring the Impact of Airlines Service Quality on Customer Loyalty: Evidence from Taiwan. International Journal of Business and Management, 12(5), 36. https://doi.org/10.5539/ijbm.v12n5p36 DAM, S. M., dan DAM, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance,Economics and Business, 8(3), pp. 585–593. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0585
Dewi, D., Hajadi, F., Handranata, Y dan Herlina, M. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service indus-try.Uncertain Supply Chain Management, 9(3), pp. 631-636
Dewi, I. G. A. P. R. & Ekawati, N. W. (2019). Peran Kepuasan Konsumen Memediasi Pengaruh Brand Image Terhadap Repurchase Intention. E-Jurnal Manajemen Unud, 8(5), 2722-2752
Dwi Putra, M., dan Ekawati, N. (2017). Pengaruh Inovasi Produk, Harga, Citra Merek dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa. E-Jurnal Manajemen, 6(3), 1674 -1700. https://ojs.unud.ac.id/index.php/manajemen/article/view/27062El-
Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Con-sumer Service, 50, hal. (322-332).https://doi.org/10.1016/j.jretconser.2018.07.007Elaman, D. O., & Agustin, S. (2019). Pengaruh Kualitas Pelayanan, Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Kedai Sipulung di Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 8(5), 1–18.
Hadi, N. U., Aslam, N., dan Gulzar, A. (2019). Sustainable Service Quality and Customer Loyalty: The Role of Customer Satisfaction and Switching Costs in the Pakistan Cellphone Industry. Sustainability, 11(8), 2408. MDPI AG. http://dx.doi.org/10.3390/su11082408
Herawaty, M. T., Aprillia, A., Rahman, A., Rohimah, L., Taruna, H. I., Styaningrum, E. D. , dan 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
KataData. (2021). Survei KIC: Ada Tiga Layanan Digital yang Semakin Banyak Dipakai Gen Z. Diakses pada 05 Oktober 2021 dari: https://katadata.co.id/padjar/berita/60c0385836fd9/survei-kic-ada-tiga-layanan-digital-yang-semakin-banyak-dipakai-gen-z
KataData. (2022). Bukan Denpasar, Ini Wilayah dengan Penduduk Terbanyak di Bali. Diakses pada 10 Januari 2023 dari : https://databoks.katadata.co.id/datapublish/2022/11/16/bukan-denpasar-ini-wilayah-dengan-penduduk-terbanyak-di-bali
Kusumadewi, R.N. (2017). Pengaruh Kualitas Pelayanan dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Toko UD. Putra TS Majalengka. Jurnal Ilmiah Manajemen dan Akuntansi, Vol. 4 (2), hal. 87-98.
Lemy, D., Goh, E., dan Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia’s hotels. Journal of Vacation Marketing, 25(4), pp. 462–479.
Liung, H. dan Syah, T.Y.R (2017). Pengaruh Kualitas Layanan Terhadap Kepuasan Dalam Meningkatkan Loyalitas Di Moderasi Harga. Jurnal Ekonomi, 8(2), hal. 39-40.
Lubis, A., Dalimunthe, R., Absah, Y., dan Fawzeea, B. K. (2021). The Effect of Corporate Communication and Service Quality on Customer Loyalty and Satisfaction in Sharia Banking. The Journal of Asian Finance, Economics and Business,8(3), pp. 1267–1274.
Malau, Harman. (2017). Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Bandung : Alfabeta.Mardian, I., dan Muhammad, M. (2020). Pengaruh Kualitas Layanan Dalam Membentuk Loyalitas Pelanggan Pada Dealer Yamaha Tugu Mas Bima. Target: Jurnal Manajemen Bisnis, 2(1), hal. 125-131.
MIX. (2021). Aplikasi Pesan-Antar Makanan Banyak Digunakan Konsumen dan Merchant di Indonesia, Siapa Pemenangnya? Diakses pada 05 Oktober 2021 dari :https://mix.co.id/marcomm/news-trend/aplikasi-pesan-antar-makanan-banyak-digunakan-konsumen-dan-merchant-di-indonesia-siapa-pemenangnya/
Mulyapradana, A., dan Lazulfa, A.I (2018). Tata Kelola Administrasi Untuk MeningkatkanKualitas Pelayanan Administrasi Di PT.BAM Kabupaten Tegal. Jurnal Institusi Politeknik Ganesha Meda(Juripol). 1(2) : hal. 1-17.
Myo, Y.N., Khalifa, G.S., dan Aye, T.T. (2019). The Impact Of Service Quality On Customer Loyalty Of Myanmar Hospitality Industry: The Mediating Role Of Customer Satisfaction. International Journal of Management and Human Science (IJMHS), 3(3), 1-11.
Nguyen, D.T., Pham, V.T., Tran, D.M., dan Pham, D.T. (2020). Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty. Journal of Asian Finance, Economics and Business, 7(8), pp. 395-405.https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.395
Novianti, N., Endri, E., dan Darlius, D. (2018). Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan dan Promosi terhadap Loyalitas Pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), hal. 90-108.
Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta
Puranda, N. R. ., Ariyanti, M. ., & Ghina, A. (2022). The Effect of E-Service Quality on E-Loyalty With E-Satisfaction as an Intervening for GoFoodApplication Users. ITALIENISCH, 12(1), 218–226.
Putra, H. A., dan Ngatno, N. (2017). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Pt. Lontar Media Digital Printing Semarang). Jurnal Ilmu Administrasi Bisnis, 6(4), 68-75. https://doi.org/10.14710/jiab.2017.17580
Saputra, S., & Sudarsa, R. Y. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Grand Setiabudi Hotel & Apartment. Jurnal Bisnis dan Pemasaran, 9(2), 11-11.
Shaw, C. dan Hamilton, R. (2015). The Intuitive Customer: 7 Imperatives for Movingyour Customer Experience to the Next Level. Florida: Beyond Philosophy Companies.
Siswandi, V., Maya, A., dan Soeparwoto, D. (2019) Pengaruh Kualitas Layanan Terhadap Loyalitas Pengguna Jasa Sekuriti di PT. Semesta Multi Sekurindo (Key Guards Security).e-Proceeding of Management : Vol.6, No.2, pp. 256
Sitorus, T., dan Yustisia, M. (2018). The Influence of Service Quality and Customer Trust toward Customer Loyalty: The Role of Customer Satisfaction. International Journal for Quality Research, 12, pp. 639-654.
Subawa, I., dan Sulistyawati, E. (2020). Kualitas Pelayanan Berpengaruh Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. E-Jurnal Manajemen, 9(2), hal. 718 -736.
Suganda U.K., Oktavia, P. dan Fridayanti V. D (2021). TheEffect of Experiential Marketing and Service Quality on Customer Loyalty of Domino's Pizza in Cirebon City. Review of International Geographical Education. 11(6), pp. 772-777
Sutrisno, A., Andajani, E., & Widjaja , F. N. (2019). The Effects of Service Quality on Customer Satisfaction and Loyalty in a Logistics Company . KnE Social Sciences, 3(26), 85–92. https://doi.org/10.18502/kss.v3i26.5360
Syahidin, S., & Adnan, A. (2022). Analisis Pengaruh Harga Dan Lokasi Terhadap Kepuasan Pelanggan Pada Bengkel Andika Teknik Kemili Bebesen Takengon. Gajah Putih Journal of Economics Review, 4(1), 20-32. https://doi.org/https://doi.org/10.55542/gpjer.v4i1.209
Tjiptono, Fandy. (2014). Pemasaran Jasa. Gramedia Cawang. Jakarta
Tjiptono, F. dan Chandra, G. (2016). Service, Quality dan Satisfaction. Edisi 4, Yogyakarta : ANDI
Unaradjan, D. D. (2019). Metode penelitian kuantitatif. Jakarta: Universitas Katolik Indonesia Atma Jaya.
Utama, I. G. B. R. (2016). Teknik Sampling dan Penentuan Jumlah sampel. Universitas Dhyana Pura, Bali. https://doi.org/10.13140/RG.2.1.5187.0808
Yusra, & Agus, A. (2020). The Influence Of Online FoodDelivery Service Quality On Customer Satisfaction And Customer Loyalty: The Role Of Personal Innovativeness. Journal of Environmental Treatment Techniques, 8(1), 6–12
Zeithaml, V. A., Bitner, M. J., dan Gremler, D. D. (2018). What Are Services?(7th ed.).McGraw Hill Education.
Published
2024-04-04
How to Cite
KARMANTA, I Ketut Paduary; WULANDARI KUSUMADEWI, Ni Made.
PERAN KEPUASAN PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN.
E-Jurnal Manajemen, [S.l.], v. 13, n. 3, p. 368 - 387, apr. 2024.
ISSN 2302-8912.
Available at: <https://ojs.unud.ac.id./index.php/manajemen/article/view/104076>. Date accessed: 20 apr. 2025.
doi: https://doi.org/10.24843/EJMUNUD.2024.v13.i03.p01.
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