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All Journal Jurnal Manajemen dan Bisnis Jayakarta Jurnal Pajak dan Bisnis (Journal of Tax and Business) Journal Of Science Education And Management Business Tsaqofah: Jurnal Penelitian Guru Indonesia Jurnal Bisinis Digital
Putri, Della Asmaria
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN OING KOSMETIK PAYAKUMBUH DENGAN VARIABEL INTERVENING KEPUASAN PELANGGAN Mayang, Gusti; Kumbara, Vicky Brama; Putri, Della Asmaria
Jurnal Bisnis Digital Vol. 3 No. 2 (2025): Jurnal Bisnis Digital, Vol. 3 No. 2 November 2025
Publisher : Prodi Bisnis Digital Universitas Muhammadiyah Muara Bungo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52060/j-bisdig.v3i2.3522

Abstract

Penelitian ini bertujuan untuk mengetahui dan berusaha menganalisis Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Oing Kosmetik Payakumbuh Dengan Variabel Intervening Kepuasan Pelanggan. Penelitian ini adalah model Structural Equation Modeling (SEM) dengan alat bantu analisis SmartPLS 3.0. Populasi dan sampel penelitian ini adalah Pelanggan Oing Kosmetik Payakumbuh dengan jumlah sampel 100 orang. Hasil penelitian menemukan Terdapat pengaruh positif dan signifikan antara Kualitas Pelayanan terhadap Kepuasan Pelanggan. Terdapat pengaruh positif dan signifikan antara Harga terhadap Kepuasan Pelanggan. Terdapat pengaruh positif dan tidak signifikan antara Kualitas Pelayanan terhadap Loyalitas Pelanggan. Terdapat pengaruh positif dan tidak signifikan antara Harga terhadap Loyalitas Pelanggan. Terdapat pengaruh positif dan signifikan antara Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Kepuasan Pelanggan mampu memediasi Kualitas Pelayanan terhadap Loyalitas Pelanggan. Kepuasan Pelanggan mampu memediasi Harga terhadap Loyalitas Pelanggan.
Pengaruh Pengalaman Pelanggan dan Kualitas Pelayanan terhadap Loyalitas Pelanggan dengan Citra Merek sebagai Pemediasi pada Pelanggan di Toko MM.Rabil Bukhari, Ridhella; Putri, Della Asmaria
TSAQOFAH Vol 6 No 3 (2026): MEI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/tsaqofah.v6i3.9290

Abstract

Customer loyalty is an important indicator of retail business sustainability, which is influenced by various factors, including customer experience, service quality, and brand image. This study aims to analyze the effect of customer experience and service quality on customer loyalty, with brand image as a mediating variable among customers of MM. Rabil Store. The research data were obtained through questionnaires distributed to 72 respondents and were then analyzed using the partial test (t-test). The results showed that brand image did not have a significant effect on customer loyalty. In contrast, service quality had a significant effect on brand image, but did not have a significant direct effect on customer loyalty. Customer experience was proven to have a significant effect on brand image and customer loyalty. In addition, brand image was not able to mediate the effect of either service quality or customer experience on customer loyalty. These findings indicate that customer loyalty at MM. Rabil Store is more directly influenced by customer experience, while service quality contributes more to the formation of brand image. Thus, this study emphasizes the importance of strengthening customer experience as the main strategy for increasing customer loyalty.
Co-Authors Agachi, Regan Tisa Bukhari, Ridhella Dodi Suryadi Emil Salim Mayang, Gusti Nur Halimah Pondrinal, Muhammad Rahman, Naufal Ronni Andri Wijaya Rusandi, Fitri Saputra, Idris Saputri, Jelita Vicky Brama Kumbara Yanti, Vivi Yosefri Yosi Puspita Sari