PERILAKU LOYALITAS KONSUMEN BERDASARKAN TEORI UTILITAS DAN MODEL SATISFACTION-LOYALTY

Aprillia Pratiwi Putri; Wira Bharata

doi:10.30998/jabe.v10i2.21968

PERILAKU LOYALITAS KONSUMEN BERDASARKAN TEORI UTILITAS DAN MODEL SATISFACTION-LOYALTY

Aprillia Pratiwi Putri^(1*), Wira Bharata⁽²⁾

(1)
(2) Mulawarman University
(*) Corresponding Author

Abstract

Fenomena meningkatnya kebutuhan masyarakat akan produk kosmetik dan perawatan kulit memicu masyarakat untuk mencoba membuka bisnis dalam bidang industri kosmetika dan perawatan kulit. Penelitian ini bertujuan untuk mengetahui adanya pengaruh signifikan Service Quality terhadap Customer Loyalty melalui Perceived Value dan Satisfaction sekaligus membuktikan Utility Theory dan Satisfaction-Loyalty Model. Penelitian ini merupakan jenis penelitian kuantitatif dengan metode eksplanatori. Responden dalam penelitian ini ialah pelanggan Guardian Mall Samarinda Central Plaza. Sampel diperoleh dengan teknik accidental sampling dan menggunakan teknik analisis data berupa analisis jalur (path analysis). Hasil penelitian membuktikan implementasi Utility Theory dan Satisfaction-Loyalty Model, serta semua hipotesis dalam penelitian ini dinyatakan diterima.

Keywords

Customer Loyalty, Customer Satisfaction, Perceived Value, Service Quality

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DOI: http://dx.doi.org/10.30998/jabe.v10i2.21968