PENGARUH PERSEPSI NILAI DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN

Authors

Nirmadarningsih Hiyam Universitas Pembinaan Masyarakat Indonesia (UPMI Medan)
Shamir Hashim Syarif Universitas IBBI

DOI:

Keywords:

Persepsi Nilai, Kepuasan, Loyalitas Pelanggan.

Abstract

Penelitian bertujuan menguji pengaruh persepsi nilai dan kepuasan terhadap loyalitas pelanggan. Latar belakang penelitian didasari oleh semakin tingginya persaingan antar perusahaan yang menuntut strategi mempertahankan pelanggan melalui penciptaan nilai dan kepuasan yang sesuai dengan harapan konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei. Data dikumpulkan melalui penyebaran kuesioner kepada 210 responden yang merupakan pelanggan aktif. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa persepsi nilai dan kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Implikasi penelitian ini menegaskan bahwa perusahaan harus menekankan menciptakan persepsi nilai yang relevan dengan kebutuhan pelanggan. Dengan demikian, kepuasan dapat meningkat. Penelitian ini juga memberikan kontribusi teoretis pada literatur manajemen pemasaran dengan mengkonfirmasi peran persepsi nilai dan kepuasan pelanggan melalui pendekatan PLS-SEM.

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