Pengaruh Service Quality terhadap Brand Loyalty dengan Customer Satisfaction sebagai Variabel Moderasi
Abstract
Abstract. The modern retail sector in Indonesia grew around 17.57% from 2007 to 2012. Specifically, there were 10,365 retail stores in almost every city in Indonesia in 2007 and this number increased to 18,152 retail stores in 2011 (Marketing.co.id, 2013). Yogya group is an original Indonesian modern retail company with a Supermarket and Department Store format. Increasingly tight competition, especially for the retail business, where many producers are involved in fulfilling consumer needs and desires, causes every retail company to place customer satisfaction orientation as the main goal and it is believed that the main key to winning the competition is providing value and satisfaction to customers through delivery. products and services at competitive prices. The aim of this research is to determine the effect of service quality on brand loyalty which is moderated by customer satisfaction. The research method used is quantitative with descriptive verification research. The population of this research is 48,866 Grand Yogya Kepatihan Bandung consumers in 2023. The sampling technique used purposive sampling with a total sample of 397 respondents. The data analysis technique was carried out through moderate regression analysis (MRA). The research results show that the overall analysis of the description of the variables service quality, brand loyalty, customer satisfaction is categorized as "good". The results of hypothesis testing show that service quality has a significant effect on customer satisfaction. The moderation test shows that customer satisfaction strengthens the influence of service quality on brand loyalty.
Abstrak. Sektor ritel moderen di Indonesia tumbuh sekitar 17,57% dari 2007 hingga 2012. Secara spesifik, terdapat 10.365 toko ritel di hampir setiap kota di Indonesia pada tahun 2007 dan jumlah tersebut meningkat menjadi 18.152 toko ritel pada tahun 2011 (Marketing.co.id, 2013). Yogya group adalah sebuah perusahaan retail moderen asli Indonesia dengan format Supermarket dan Departemen Store. Persaingan yang semakin ketat khususnya untuk bisnis ritel, dimana banyak produsen yang terlibat dalam pemenuhan kebutuhan dan keinginaan konsumen, menyebabkan setiap perusahaan ritel harus menempatkan orientasi kepuasan pelanggan sebagai tujuan utama dan diyakini sebagai kunci utama untuk memenangkan persaingan adalah memberikan nilai dan kepuasan kepada pelanggan melalui penyampaian produk dan jasa dengan harga bersaing. Tujuan penelitian ini adalah mengetahui pengaruh service quality terhadap brand loyalty yang dimoderasi oleh customer satisfaction. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian deskriptif verifikatif. Populasi penelitian ini adalah konsumen Grand Yogya Kepatihan Bandung di tahun 2023 sebanyak 48.866 orang. Teknik sampling menggunakan purposive sampling dengan jumlah sampel adalah sebanyak 397 responden. Teknik analisis data dilakukan melalui moderate regression analysis (MRA). Hasil penelitian menunjukkan bahwa secara keseluruhan analisis deskripsi variabel service quality, brand loyalty, customer satisfaction dikategorikan “baik”. Hasil pengujian hipotesis menunjukan service quality berpengaruh signifikan terhadap customer satisfaction. Uji moderasi menunjukan bahwa customer satisfaction memperkuat pengaruh antara service quality terhadap brand loyalty.
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