PENGARUH KUALITAS LAYANAN, CITRA MEREK, KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PRODUK HERBALIFE
Abstract
Tujuan penelitian ini untuk mengeksplorasi pengaruh citra merek, kepuasan pelanggan terhadap loyalitas pelanggan pada pengguna produk herbalife. Sehingga hal ini bisa dapat memberikan masukan kepada manajemen Herbalife agar bisa mengambil kebijakan dalam meningkatkan kepuasan pelanggan dan loyalitas pelanggan. Faktor – faktor lebih lanjut dapat dilihat pada variabel Kualitas Layanan, Kepercayaan Pelanggan, Citra Merek, Kepuasan Pelanggan, dan Loyalitas Pelanggan. Jenis penelitian ini kuantitatif dengan teknik purposive sampling yang disebarkan melalui kuesioner kepada 170 responden konsumen Herbalife yang berusia 18 – 65 tahun yang berada di wilayah Kabupaten Indramayu. Analisis data primer dilakukan dengan metode Structural Equation Modeling. Hasil dari penelitian ini menunjukan bahwa empat dari enam hipotesis yang diajukan diterima, sedangkan kualitas layanan tidak dapat mempengaruhi kepuasan pelanggan dan kepercayaan pelanggan tidak dapat dipengaruhi oleh loyalitas pelanggan. Untuk membuat kualitas layanan lebih efektif, pemasar perlu menyadari perilaku konsumen. Selain itu, mencapai tingkat kualitas yang tinggi terhadap kepuasan dan kepercayaan yang tinggi terhadap loyalitas pelanggan untuk produk herbalife dapat menjadi perubahan untuk kesuksesan jangka panjang. Untuk penelitian selanjutnya para peneliti dapat memperluas penelitian baik dari demografi lokasi penelitian di Indonesia.
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Huang, E. Y., Lin, S. W., & Fan, Y. C. (2015). M-S-QUAL: Mobile service quality measurement. Electronic Commerce Research and Applications, 14(2), 126–142. https://doi.org/10.1016/j.elerap.2015.01.003
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Kulsum, U., Yanuar, T., & Syah, R. (2017). The Effect of Service Quality on The Patient Satisfaction. International Journal of Modern Trends in Engineering & Research, 6(3), 41–50. https://doi.org/10.21884/ijmter.2018.5167.hztsj
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Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99. https://doi.org/10.1016/j.ijhm.2013.05.009
Meesala, A., & Paul, J. (2016). Journal of Retailing and Consumer Services Service quality , consumer satisfaction and loyalty in hospitals : Thinking for the future. Journal of Retailing and Consumer Services, October 2015, 1–9. https://doi.org/10.1016/j.jretconser.2016.10.011
Miranda, S., Tavares, P., & Queiró, R. (2017). Perceived service quality and customer satisfaction : A fuzzy set QCA approach in the railway sector ☆. Journal of Business Research, July, 1–7. https://doi.org/10.1016/j.jbusres.2017.12.040
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Nomran, N. M., Haron, R., & Hassan, R. (2020). Shari’ah Supervisory Board Characteristics Effects On Islamic Banks’ Performance: Evidence from Malaysia. International Journal of Bank Marketing. https://doi.org/10.2139/ssrn.3598723
Ntale, P. D., Ngoma, M., & Musiime, A. (2013). Relationship marketing, word of mouth communication and consumer loyalty in the Ugandan mobile telecommunication industry. African Journal of Business Management, 7(5), 354–359. https://doi.org/10.5897/AJBM12.1109
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Published
2023-04-04
How to Cite
Hafidz, G. P., & Muslimah, R. U. (2023). PENGARUH KUALITAS LAYANAN, CITRA MEREK, KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PRODUK HERBALIFE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1), 253-274. https://doi.org/10.31955/mea.v7i1.2912
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