PERAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PENGARUH CUSTOMER EXPERIENCE TERHADAP BRAND LOYALTY
Abstract
Customer experience, customer satisfaction, dan brand loyalty merupakan tiga konsep kunci yang saling terkait dalam hubungan antara interaksi pelanggan, kepuasan, dan loyalitas terhadap merek. Pemahaman yang mendalam mengenai customer experience ini penting untuk merancang strategi yang efektif dalam meningkatkan pengalaman pelanggan dan membangun loyalitas merek yang kuat. Penelitian ini bertujuan untuk menyelidiki hubungan antara customer experience, customer satisfaction, dan brand loyalty pada konsumen Herbalife di Kota Surakarta. Penelitian ini menggunakan teknik systematic random sampling untuk memilih sampel sebanyak 155 konsumen dengan beberapa kriteria yang harus dipenuhi. Data dikumpulkan melalui survei yang mencakup pertanyaan tentang persepsi konsumen terhadap customer experience, tingkat kepuasan konsumen, dan tingkat loyalitas terhadap Herbalife. Selanjutnya, digunakan metode Structural Equation Modeling (SEM) digunakan untuk menguji model konseptual yang menghubungkan variabel-variabel tersebut. Hasil dari penelitian ini menegaskan bahwa adanya pengaruh positif dari customer experience terhadap brand loyalty, yang diintermediasi oleh customer satisfaction. Harapannya, hasil temuan ini akan memberikan wawasan yang lebih mendalam tentang bagaimana customer experience yang baik mampu mempengaruhi customer satisfaction dan brand loyalty di antara konsumen Herbalife di Kota Surakarta.
References
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Gahler, M., Klein, J. F., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2), 191–211. https://doi.org/10.1177/10946705221126590
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, Jr. J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition (2nd ed.). SAGE Publications.
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Hoyle, R. H. (2012). Handbook of Structural Equation Modeling (D. Kaplan, G. A. Marcoulides, & S. G. West, Eds.). The Guilford Press.
Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55. https://doi.org/10.1177/0971890720914121
Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust. SAGE Open, 11(1). https://doi.org/10.1177/21582440211003566
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2020). Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing, 38(2), 456–484. https://doi.org/10.1108/IJBM-01-2019-0034
Keith, & Timothy Z. (2019). Multiple Regression and Beyond: An Introduction to Multiple Regression and Structural Equation Modeling (3rd ed.). Routledge.
Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. (2022). Ensuring brand loyalty for firms practising sustainable marketing: a roadmap. Society and Business Review. https://doi.org/10.1108/SBR-10-2021-0189
Kim, J. M., Liu, J., & Park, K. K. cheon. (2023). The dynamics in asymmetric effects of multi-attributes on customer satisfaction: evidence from COVID-19. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-02-2022-0170
Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 40(1), 10–17. https://doi.org/10.1108/JBS-09-2017-0139
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson India Education Services.
Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode Penelitian Kuantitatif. Pandiva Buku.
Lachowicz, M. J., Preacher, K. J., & Kelley, K. (2018). A novel measure of effect size for mediation analysis. Psychological Methods, 23(2), 244–261. https://doi.org/10.1037/met0000165
Lafrenière, D. (2020). Delivering Fantastic Customer Experience: How to Turn Customer Satisfaction into Customer Relationships. Routledge.
Lai, P. L., Jang, H., Fang, M., & Peng, K. (2022). Determinants of customer satisfaction with parcel locker services in last-mile logistics. Asian Journal of Shipping and Logistics, 38(1), 25–30. https://doi.org/10.1016/j.ajsl.2021.11.002
Lamrani Alaoui, Y., & Tkiouat, M. (2019). Modeling customer satisfaction in microfinance sector: A fuzzy Bayesian networks approach. International Journal of Engineering Business Management, 11. https://doi.org/10.1177/1847979019869533
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining Customer Experience Insights That Matter. Journal of Service Research, 22(1), 8–26. https://doi.org/10.1177/1094670518812182
Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021). Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact. Journal of Marketing Research, 58(4), 615–643. https://doi.org/10.1177/00222437211013781
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Mousavi, P., Shamizanjani, M., Rahimnia, F., & Mehraeen, M. (2024). A metrics-driven approach for customer experience management evaluation: the case of commercial banks in developing countries. TQM Journal. https://doi.org/10.1108/TQM-07-2023-0215
Nawaz, S., Jiang, Y., Alam, F., & Nawaz, M. Z. (2020). Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship. SAGE Open, 10(4). https://doi.org/10.1177/2158244020983005
Obiegbu, C. J., & Larsen, G. (2024). Algorithmic personalization and brand loyalty: An experiential perspective. Marketing Theory. https://doi.org/10.1177/14705931241230041
Ogbeibu, S., Jabbour, C. J. C., Gaskin, J., Senadjki, A., & Hughes, M. (2021). Leveraging STARA competencies and green creativity to boost green organisational innovative evidence: A praxis for sustainable development. Business Strategy and the Environment, 30(5), 2421–2440. https://doi.org/10.1002/bse.2754
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. In Journal of Product and Brand Management (Vol. 32, Issue 2, pp. 191–234). Emerald Publishing. https://doi.org/10.1108/JPBM-06-2021-3528
Peppers, D., & Rogers, M. (2017). Managing Customer Experience and Relationships (3rd ed.). Wiley.
Salem, S. F., & Salem, S. O. (2021). Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty. Global Business Review, 22(3), 650–673. https://doi.org/10.1177/0972150919830863
Schmitt, B. (1999). Experiential Marketing: A New Framework for Design and Communications. Design Management Journal, 10(2). https://doi.org/10.1111/j.1948-7169.1999.tb00247.x
Seduram, L., Mamun, A. Al, Salameh, A. A., Perumal, S., & Shaari, H. (2022). Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099295
Sharma, R., & Jain, V. (2019). CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India. Metamorphosis: A Journal of Management Research, 18(1), 57–67. https://doi.org/10.1177/0972622519853158
Shaw, C., & Hamilton, R. (2016). The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level. Palgrave Macmillan.
Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals. Journal of Marketing, 84(4), 45–66. https://doi.org/10.1177/0022242920920262
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). CV Alfabeta.
Suhr, D. (2006). Exploratory or Confirmatory Factor Analysis. In Statistics and Data Analys.
Thomas, A. (2017). Multivariate hybrid pathways for creating exceptional customer experiences. Business Process Management Journal, 23(4), 822–829. https://doi.org/10.1108/BPMJ-02-2017-0027
Veeck, A., & Burns, A. C. (2020). Marketing Research (9th ed.). Pearson.
Venkatakrishnan, J., Alagiriswamy, R., & Parayitam, S. (2023). Web design and trust as moderators in the relationship between e-service quality, customer satisfaction and customer loyalty. TQM Journal. https://doi.org/10.1108/TQM-10-2022-0298
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-01-2022-0002
Banu, A. M., Mohamed, N. S., & Parayitam, S. (2019). Online Banking and Customer Satisfaction: Evidence from India. Asia-Pacific Journal of Management Research and Innovation, 15(1–2), 68–80. https://doi.org/10.1177/2319510x19849730
Bordens, K. S., & Abbott, B. B. (2018). Research Design and Methods: A Process Approach, 10th ed. McGraw-Hill Education.
Bruce, P., & Bruce, A. (2017). Practical Statistics for Data Scientists: 50 Essential Concepts (S. Cutt, Ed.). O’Reilly Media. http://oreilly.com/safari
Dapena-Baron, M., Gruen, T., & Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27. https://doi.org/10.1057/s41262-019-00185-3
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments. Journal of Service Research, 26(2), 191–211. https://doi.org/10.1177/10946705221126590
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning. www.cengage.com/highered
Hair, J. F., Celsi, M., Ortinau, D. J., & Bush, R. P. (2017). Essentials of marketing research (4th ed.). McGraw-Hill Education.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, Jr. J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition (2nd ed.). SAGE Publications.
Hill, C. R., & Hughes, J. N. (2007). An examination of the convergent and discriminant validity of the Strengths and Difficulties Questionnaire. School Psychology Quarterly, 22(3), 380–406. https://doi.org/10.1037/1045-3830.22.3.380
Hoyle, R. H. (2012). Handbook of Structural Equation Modeling (D. Kaplan, G. A. Marcoulides, & S. G. West, Eds.). The Guilford Press.
Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55. https://doi.org/10.1177/0971890720914121
Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust. SAGE Open, 11(1). https://doi.org/10.1177/21582440211003566
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2020). Building customer loyalty in retail banking: a serial-mediation approach. International Journal of Bank Marketing, 38(2), 456–484. https://doi.org/10.1108/IJBM-01-2019-0034
Keith, & Timothy Z. (2019). Multiple Regression and Beyond: An Introduction to Multiple Regression and Structural Equation Modeling (3rd ed.). Routledge.
Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. (2022). Ensuring brand loyalty for firms practising sustainable marketing: a roadmap. Society and Business Review. https://doi.org/10.1108/SBR-10-2021-0189
Kim, J. M., Liu, J., & Park, K. K. cheon. (2023). The dynamics in asymmetric effects of multi-attributes on customer satisfaction: evidence from COVID-19. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-02-2022-0170
Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 40(1), 10–17. https://doi.org/10.1108/JBS-09-2017-0139
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson India Education Services.
Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode Penelitian Kuantitatif. Pandiva Buku.
Lachowicz, M. J., Preacher, K. J., & Kelley, K. (2018). A novel measure of effect size for mediation analysis. Psychological Methods, 23(2), 244–261. https://doi.org/10.1037/met0000165
Lafrenière, D. (2020). Delivering Fantastic Customer Experience: How to Turn Customer Satisfaction into Customer Relationships. Routledge.
Lai, P. L., Jang, H., Fang, M., & Peng, K. (2022). Determinants of customer satisfaction with parcel locker services in last-mile logistics. Asian Journal of Shipping and Logistics, 38(1), 25–30. https://doi.org/10.1016/j.ajsl.2021.11.002
Lamrani Alaoui, Y., & Tkiouat, M. (2019). Modeling customer satisfaction in microfinance sector: A fuzzy Bayesian networks approach. International Journal of Engineering Business Management, 11. https://doi.org/10.1177/1847979019869533
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining Customer Experience Insights That Matter. Journal of Service Research, 22(1), 8–26. https://doi.org/10.1177/1094670518812182
Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021). Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact. Journal of Marketing Research, 58(4), 615–643. https://doi.org/10.1177/00222437211013781
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Mousavi, P., Shamizanjani, M., Rahimnia, F., & Mehraeen, M. (2024). A metrics-driven approach for customer experience management evaluation: the case of commercial banks in developing countries. TQM Journal. https://doi.org/10.1108/TQM-07-2023-0215
Nawaz, S., Jiang, Y., Alam, F., & Nawaz, M. Z. (2020). Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship. SAGE Open, 10(4). https://doi.org/10.1177/2158244020983005
Obiegbu, C. J., & Larsen, G. (2024). Algorithmic personalization and brand loyalty: An experiential perspective. Marketing Theory. https://doi.org/10.1177/14705931241230041
Ogbeibu, S., Jabbour, C. J. C., Gaskin, J., Senadjki, A., & Hughes, M. (2021). Leveraging STARA competencies and green creativity to boost green organisational innovative evidence: A praxis for sustainable development. Business Strategy and the Environment, 30(5), 2421–2440. https://doi.org/10.1002/bse.2754
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. In Journal of Product and Brand Management (Vol. 32, Issue 2, pp. 191–234). Emerald Publishing. https://doi.org/10.1108/JPBM-06-2021-3528
Peppers, D., & Rogers, M. (2017). Managing Customer Experience and Relationships (3rd ed.). Wiley.
Salem, S. F., & Salem, S. O. (2021). Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty. Global Business Review, 22(3), 650–673. https://doi.org/10.1177/0972150919830863
Schmitt, B. (1999). Experiential Marketing: A New Framework for Design and Communications. Design Management Journal, 10(2). https://doi.org/10.1111/j.1948-7169.1999.tb00247.x
Seduram, L., Mamun, A. Al, Salameh, A. A., Perumal, S., & Shaari, H. (2022). Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099295
Sharma, R., & Jain, V. (2019). CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India. Metamorphosis: A Journal of Management Research, 18(1), 57–67. https://doi.org/10.1177/0972622519853158
Shaw, C., & Hamilton, R. (2016). The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level. Palgrave Macmillan.
Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals. Journal of Marketing, 84(4), 45–66. https://doi.org/10.1177/0022242920920262
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). CV Alfabeta.
Suhr, D. (2006). Exploratory or Confirmatory Factor Analysis. In Statistics and Data Analys.
Thomas, A. (2017). Multivariate hybrid pathways for creating exceptional customer experiences. Business Process Management Journal, 23(4), 822–829. https://doi.org/10.1108/BPMJ-02-2017-0027
Veeck, A., & Burns, A. C. (2020). Marketing Research (9th ed.). Pearson.
Venkatakrishnan, J., Alagiriswamy, R., & Parayitam, S. (2023). Web design and trust as moderators in the relationship between e-service quality, customer satisfaction and customer loyalty. TQM Journal. https://doi.org/10.1108/TQM-10-2022-0298
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-09-10
How to Cite
Sukarno, H., Arifianti, R., & Hakim, R. (2024). PERAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PENGARUH CUSTOMER EXPERIENCE TERHADAP BRAND LOYALTY. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 474-500. https://doi.org/10.31955/mea.v8i3.4465
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