STRATEGI INOVASI DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN PELANGGAN (STUDI PADA TOKO SUVENIR MUTMAINAH BIMA)
Keywords:
Innovation Strategy, Product Quality, Customer Loyalty And Consumer Satisfaction
Abstract
Tujuan penelitian ini adalah untuk mengidentifikasi pengaruh antara variabel inovasi dan kualitas produk terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel intervening. Jenis penelitian yang diterapkan adalah penelitian eksplanatori (explanatory research). Penelitian ini menggunakan teknik nonprobability sampling dengan teknik purposive sampling. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan cara penyebaran kuesioner dengan goggle form kepada 96 responden yang telah ditentukan jumlahnya dengan alat analisis yang akan digunakan adalah Smart PLS versi 3. Hasil penelitian menunjukkan bahwa variabel independen strategi inovasi berpengaruh terhadap varibel dependen loyalitas pelanggan dan variabel independen kualitas produk berpengaruh terhadap variabel dependen loyalitas pelanggan. Variabel intervening kepuasan konsumen tidak dapat memediasi variabel independent strategi inovasi terhadap loyalitas pelanggan sedangkan variabel intervening kepuasan konsumen memediasi variabel independen kualitas produk terhadap loyalitas pelanggan.
References
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[20] E. Grace, R. M. Girsang, S. Simatupang, V. Candra, and N. Sidabutar, “Product Quality and Customer Satisfaction and,” vol. 1, no. 2, pp. 69–78, 2021, doi: https://doi.org/10.53625/ijss.v1i2.138.
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[23] S. Rahman, P. H. Santoso, S. Stevanie, and W. Rusmansyah, “the Influence of Trust, Innovation, and Service Quality on Customer Satisfaction and Loyalty on Gojek Customers,” Kewirausahaan dan Bisnis, vol. 65, no. 1, pp. 65–77, 2021, [Online]. Available: http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index
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[26] A. Y. Syariful, Saparso, and R. Lumbantobing, “The effect of product innovation and service quality on customer loyalty is mediated by customer satisfaction at PT KB Finansia Multifinance (Kredit plus) Tasikmalaya,” Enrich. J. Manag., vol. 13, no. 1, pp. 596–611, 2023, doi: https://doi.org/10.35335/enrichment.v13i1.1303.
[27] E. Sudarman, H. Madiistriyatno, and I. Sudarman, “Investigations of Customer Loyalty: Strengthening Product Quality, Brand Image and Customer Satisfaction,” Mix J. Ilm. Manaj., vol. 11, no. 1, p. 78, 2021, doi: https://dx.doi.org/10.22441/mix.2021.v11i1.006.
[28] S. Suharto and Y. Yuliansyah, “The Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction,” Integr. J. Bus. Econ., vol. 7, no. 1, p. 389, 2023, doi: http://dx.doi.org/10.33019/ijbe.v7i1.641.
[2] E. J. Ekaale, S. G. Namusonge, and E. N. Makokha, “Effect of Innovation Strategies on Competitive Advantage in Public Secondary Schools in West Pokot Sub County , West Pokot County,” Int. J. Res. Rev., vol. 4, no. 11, pp. 1–16, 2017, [Online]. Available: https://www.ijrrjournal.com/IJRR_Vol.4_Issue.11_Nov2017/IJRR001.pdf
[3] A. K. Durriyah and S. Andarini, “Pengaruh Inovasi Produk, Kualitas Pelayanan, dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening pada Kopi Kenangan the Avenue Merr Surabaya,” SEIKO J. Manag. Bus., vol. 6, no. 1, pp. 1–13, 2023, doi: https://doi.org/10.37531/sejaman.v6i1.3971.
[4] A. I. Sulistyawati, Indarto, and Saifudin, “Beberapa Faktor yang Mempengaruhi Keunggulan Bersaing pada UMKM Handycraft di Semarang,” Pros. Semin. Nas. Unimus, vol. 1, pp. 307–315, 2018, [Online]. Available: https://prosiding.unimus.ac.id/index.php/semnas/article/view/42
[5] R. O. Harmadi, M. Sihite, and A. Miranda, “Pengaruh Inovasi Crm Dalam Menciptakan Kepuasan Dan Loyalitas Pelanggan Serta Pengembangan Inovasi Produk Yang Berkelanjutan Di Industri Bahan Baku Percetakan Dan Digital Perusahaan Multinasional,” Juremi J. Ris. Ekon., vol. 3, no. 3, pp. 243–250, 2023, [Online]. Available: https://bajangjournal.com/index.php/Juremi/article/view/5586
[6] T. P. Sujadi and Wahyono, “Pengaruh Inovasi dan Kualitas Produk terhadap Loyalitas Konsumen Teh Botol Sosro dengan Kepuasan sebagai Variabel Intervening,” Manag. Anal. J., vol. 4, no. 4, pp. 326–332, 2015, doi: https://doi.org/10.15294/maj.v4i4.8885.
[7] A. Crimson, H. & Yeni, “The Influence of Innovation, Cost Leadership Strategy and Customer Orientation on Competitive Advantage and Its Impact on Customer Satisfaction,” Int. J. Res. Rev., vol. 6, no. 1, pp. 1–13, 2019, [Online]. Available: www.ijrrjournal.com
[8] Y. Sonjaya and N. A. Ruyani, “Studi tentang Pengaruh Inovasi Terhadap Loyalitas Pelanggan dengan Pendekatan Structural Equation Modeling (SEM),” Pros. FRIMA (Festival Ris. Ilm. Manaj. dan Akuntansi), vol. 6681, no. 6, pp. 703–709, 2023, doi: https://doi.org/10.55916/frima.v0i6.503.
[9] R. D. Qisthiansyah and D. Saefuloh, “Pengaruh Inovasi terhadap Loyalitas Konsumen pada Usaha Kecil Menengah (Studi Kasus G3 Coffee and Farm Bandung),” Ind. Res. Work. Natl. Semin., vol. 1, pp. 26–27, 2020, doi: https://doi.org/10.35313/irwns.v11i1.2175.
[10] F. Hidayat, B. Riono, A. Kristiana, and I. Dewi, “Pengaruh Kualitas Pelayanan dan Inovasi Produk terhadap Kepuasan Pelanggan untuk Meningkatkan Loyalitas Pelanggan,” JECMER J. Econ. Manag. Entrep. Res., vol. 1, no. 3, pp. 214–231, 2023, doi: https://dx.doi.org/10.24843/EJMUNUD.2019.v08.i11.p18.
[11] A. R. Aryani, I. Indarto, and Y. Budiati, “The effect of business strategy, innovation, and customer focus on organizational performance through competitive advantage,” Costing J. Econ. Bus. Account., vol. 7, no. Juli-Desember, pp. 1067–1075, 2023, doi: https://doi.org/10.31539/costing.v7i1.6442.
[12] I. W. Fauzan, F. Aritonang, and Z. Asghika, “PENGARUH INOVASI PRODUK TERHADAP LOYALITAS PELANGGAN DI NE.GO COFFEESHOP,” Inov. dan Kreat. dalam Ekon., vol. 6, no. 4, pp. 245–250, 2023, [Online]. Available: https://ojs.co.id/1/index.php/ike/article/view/247
[13] B. Junita, C. Pagiu, and R. Tangdialla, “Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Konsumen Pada Logikaa Coffee House Kabupaten Toraja Utara,” J. Econ. Excell. Ibnu Sina, vol. 1, no. 4, pp. 69–85, 2023, doi: https://doi.org/10.59841/excellence.v1i4.470.
[14] B. K. Manihuruk, “Analisis Kualitas Produk dan Promosi Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening Pada PT Shopee Indonesia,” J. Bus. Manag., vol. 1, no. 1, pp. 11–23, 2023, [Online]. Available: https://ejournal.uhn.ac.id/index.php/business_management
[15] D. I. Sari, “Pengaruh Brand Image, Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan McDonald’s Jakarta Timur,” J. EMT KITA, vol. 7, no. 4, pp. 896–905, 2023, doi: https://doi.org/10.35870/emt.v7i4.1501.
[16] Nurliati and I. Mardian, “Pengaruh Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Minat Beli Produk Smartphone Xiomi Pada Duta Cell Bima,” Manaj. Dewantara, vol. 5, no. 1, pp. 78–92, 2021, doi: 10.26460/md.v5i1.9651.
[17] J. F. Hair, C. M. Ringle, and M. Sarstedt, “Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance,” Long Range Plann., vol. 46, no. 1–2, pp. 1–12, 2013, doi: 10.1016/j.lrp.2013.01.001.
[18] Y. Winarti, S. Sarkum, and A. Halim, “Product Innovation on Customer Satisfaction and Brand Loyalty of Smartphone Users,” J. Appl. Bus. Adm., vol. 5, no. 2, pp. 179–187, 2021, doi: 10.30871/jaba.v5i2.3166.
[19] R. P. Setyaningrum, “Enhancing customer loyalty through product innovation and perceived value,” Linguist. Cult. Rev., vol. 5, no. S3, pp. 1337–1355, 2021, doi: https://doi.org/10.21744/lingcure.v5nS3.1816.
[20] E. Grace, R. M. Girsang, S. Simatupang, V. Candra, and N. Sidabutar, “Product Quality and Customer Satisfaction and,” vol. 1, no. 2, pp. 69–78, 2021, doi: https://doi.org/10.53625/ijss.v1i2.138.
[21] M. Yusuf, H. Betty Marlina Sihombing, and A. Rachid Chenini, “The Effect of Product and Service Quality on Consumer Loyalty at Palopo Minimarkets,” Ikon. J. Ekon. dan Bisnis Islam, vol. 7, no. 2, pp. 177–192, 2022, [Online]. Available: https://ejournal.radenintan.ac.id/index.php/ikonomika
[22] E. H. . Manuhutu, A. Alimudin, A. Wulandari, and E. Damayanti, “The Effect of Product Innovation on Repurchase Intentions Mediated by Consumer Satisfaction of Oppo Smartphone Users,” J. Ekon., vol. 21, no. 2, pp. 58–64, 2021, doi: https://doi.org/10.29138/je.v21i2.146.
[23] S. Rahman, P. H. Santoso, S. Stevanie, and W. Rusmansyah, “the Influence of Trust, Innovation, and Service Quality on Customer Satisfaction and Loyalty on Gojek Customers,” Kewirausahaan dan Bisnis, vol. 65, no. 1, pp. 65–77, 2021, [Online]. Available: http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/KURS/index
[24] I. G. A. W. Diputra and N. N. Yasa, “the Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty,” Am. Int. J. Bus. Manag., vol. 4, no. 01, pp. 25–34, 2021, [Online]. Available: https://www.aijbm.com/wp-content/uploads/2021/01/E412534.pdf
[25] S. Khairawati, “Research in Business & Social Science Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty,” Int. J. Res. Bus. Soc. Sci., vol. 9, no. 1, pp. 15–23, 2020, doi: https://doi.org/10.20525/ijrbs.v9i1.603.
[26] A. Y. Syariful, Saparso, and R. Lumbantobing, “The effect of product innovation and service quality on customer loyalty is mediated by customer satisfaction at PT KB Finansia Multifinance (Kredit plus) Tasikmalaya,” Enrich. J. Manag., vol. 13, no. 1, pp. 596–611, 2023, doi: https://doi.org/10.35335/enrichment.v13i1.1303.
[27] E. Sudarman, H. Madiistriyatno, and I. Sudarman, “Investigations of Customer Loyalty: Strengthening Product Quality, Brand Image and Customer Satisfaction,” Mix J. Ilm. Manaj., vol. 11, no. 1, p. 78, 2021, doi: https://dx.doi.org/10.22441/mix.2021.v11i1.006.
[28] S. Suharto and Y. Yuliansyah, “The Influence of Customer Relationship Management and Customer Experience on Customer Satisfaction,” Integr. J. Bus. Econ., vol. 7, no. 1, p. 389, 2023, doi: http://dx.doi.org/10.33019/ijbe.v7i1.641.
Published
2024-11-11
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