Peningkatan Kepuasan Fungsional dan Kepercayaan Kebajikan dengan Memberikan Layanan Berkualitas dalam Rangka Menjaga Loyalitas Pelanggan: The improvement of Functional Satisfaction and Benevolence Trust by Providing Quality Service in order to Maintain Customer Loyalty

Diana Komala Sari (Universitas IPWIJA)
Heru Mulyanto (Universitas IPWIJA)

EKOMABIS: Jurnal Ekonomi Manajemen Bisnis
Vol. 4 No. 02 (2023): Ekomabis Edisi Juli 2023

Penelitian bertujuan menganalisis upaya peningkatan kepuasan fungsional dan kepercayaan benevolence menggunakan kualitas layanan untuk mendorong loyalitas pelanggan angkringan. Penelitian dilakukan kepada pelanggan yang menikmati makanan di kota Bogor dengan sampel sebanyak 85 pelanggan. Data dikumpulkan dengan kuesioner, dianalisis secara struktural diolah menggunakan smartPLS. Kualitas layanan positif meningkatkan kepuasan fungsional yang selanjutnya mendorong loyalitas. Kepuasan fungsional memediasi kualitas layanan terhadap loyalitas. Kualitas layanan positif meningkatkan kepercayaan benevolence yang selanjutnya mendorong loyalitas. Kepercayaan benevolence tidak memediasi kualitas layanan terhadap loyalitas. The study aims to analyze efforts to increase functional satisfaction and benevolence trust using service quality to encourage angkringan customer loyalty. The study was conducted on customers who enjoyed food in the city of Bogor with a sample of 85 customers. Data were collected by questionnaire, analyzed structurally processed using smartPLS. Positive service quality increases functional satisfaction which further drives loyalty. Functional satisfaction mediates service quality against loyalty. Positive service quality increases benevolence confidence which further encourages loyalty. Trust benevolence does not mediate service quality against loyalty.