Analisis pengaruh loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel perantara

Muhammad Viqih (Pancasakti Tegal University)
Gunistiyo Gunistiyo (Faculty of Economics and Business, Pancasakti University, Tegal, Indonesia)
Ahmad Hanfan (Faculty of Economics and Business, Pancasakti University, Tegal, Indonesia)

Jurnal Inspirasi Binsis dan Manajemen
Vol 7, No 1 (2023): JUNI 2023

Abstract. This study were to determine the effect of perceived corporate image, partnership company support, logistics service quality, and complaint handling on loyalty through customer satisfaction as an intermediary variable. The population in this study were partners in broiler farming companies in Cirebon, West Java.  The technique of drawing data using  a questionnaire of 100 respondents which is then processed using the SEM PLS analysis tool. This study found that there are variables that positively affect customer satisfaction which include company image, logistic service quality, compalint handling. There are variables that can influence directly with a positive value on customer loyalty including company image, compalint handling and customer satisfaction itself. As for the negative effect directly on customer loyalty is partnership company support, The variables that can influence indirectly with the mediation of customer satisfaction on customer loyalty include company image, logistic service quality and complaint handling.  Keywords: Complaint Handling; Corporate image; Logistic Service Quality; Loyalty.; Partnership Company Support; Satisfaction. Abstrak. Penelitian ini untuk mengetahui pengaruh persepsi citra perusahaan, partnership company support, logistic service quality, dan complaint handling terhadap loyalitas melalui kepuasan pelanggan sebagai variabel perantara.. Populasi dalam penelitian ini adalah mitra perusahaan budidaya ayam broiler di Cirebon, Jawa Barat. Teknik penarikan data menggunakan kuisioner terhadap 100 responden yang kemudian diolah menggunakan SEM PLS. Penelitian ini menemukan bahwa terdapat variabel yang mempengaruhi secara positif terhadap kepuasan pelanggan yang meliputi citra perusahaan, logistic service quality, compalint handling. Terdapat variabel yang dapat mempengaruhi secara langsung dengan  nilai positif terhadap loyalitas pelanggan meliputi citra perusahaan, compalint handling dan kepuasan pelanggan. Adapun berpengaruh negatif secara langsung terhadap loyalitas pelanggan adalah partnership company support, Adapun variabel yang dapat mempengaruhi secara tidak langsung dengan pemediasi kepuasan pelanggan terhadap loyalitas pelanggan meliputi citra perusahaan, logistic service quality dan complaint handling.  Katakunci: Citra perusahaan; Complaint Handling; Kepuasan; .Logistic Service Quality; Loyalitas; Partnership Company Support