Pengaruh Customer Experience dan Service Quality terhadap Customer Loyalty melalui Customer Satisfaction (Studi pada PT Mega Prakarsa Engineering Indonesia)
DOI:
https://doi.org/10.33478/jurasima.v3i3.38Keywords:
Customer Experience, Service Quality, Customer Satisfaction, Customer LoyaltyAbstract
Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap klien perusahaan. Data dianalisis menggunakan Structural Equation Modeling (SEM) untuk menguji pengaruh langsung dan tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap customer satisfaction, demikian pula service quality berpengaruh positif dan signifikan terhadap customer satisfaction, dengan pengaruh service quality yang lebih kuat. Selanjutnya, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Pengujian pengaruh langsung menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap customer loyalty, sedangkan customer experience memiliki pengaruh langsung yang positif namun relatif lemah terhadap customer loyalty. Hasil pengujian mediasi membuktikan bahwa customer satisfaction memediasi secara parsial pengaruh customer experience dan service quality terhadap customer loyalty. Temuan ini menegaskan bahwa dalam konteks jasa engineering business-to-business (B2B), kepuasan pelanggan merupakan mekanisme kunci yang memperkuat pengaruh pengalaman dan kualitas layanan dalam membangun loyalitas pelanggan. Penelitian ini memberikan implikasi teoretis bagi pengembangan pemasaran jasa dan implikasi praktis bagi perusahaan dalam merancang strategi peningkatan loyalitas pelanggan berbasis pengalaman dan kualitas layanan.
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