Pengaruh Kualitas Layanan Dan Citra Merek Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan
Abstract
Pesatnya perkembangan industri otomotif kendaraan mobil di Indonesia semakin tahun semakin meningkat mengakibatkan persaingan bisnis dalam industri ini terutama bengkel mobil juga semakin kompetitif sehingga perusahaan perlu memperhatikan loyalitas pelanggan agar mempertahankan pelanggan lama dan menarik pelanggan baru. Penelitian ini dilakukan untuk mendapatkan pemahaman empiris yang lebih baik tentang dampak kualitas layanan, citra merek dengan kepuasan pelanggan sebagai mediasi menuju loyalitas pelanggan. Pengumpulan data dengan menyebar kuesioner kepada 165 responden berusia 18 tahun ke atas dan pernah melakukan servis kendaraan Isuzu minimal 3 kali dalam setahun di bengkel Astra Isuzu cabang Harapan Indah dan berdomisili di Bekasi. Analisis data menggunakan Partial Least Square Structure Equation Model (PLS)-SEM. Hasil penelitian menunjukkan bahwa kualitas layanan meningkatkan kepuasan pelanggan. Demikian pula kualitas layanan meningkatkan loyalitas pelanggan baik secara langsung maupun melalui kepuasan pelanggan. Selanjutnya, citra merek secara positif meningkatkan kepuasan pelanggan. Citra merek juga meningkatkan loyalitas pelanggan melalui kepuasan pelanggan, namun citra merek tidak memengaruhi loyalitas secara langsung. Penelitian ini menunjukkan bahwa perusahaan yang bergerak di industri otomotif dapat berfokus pada kepuasan pelanggan agar dapat meningkatkan loyalitas pelanggannya.
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