Peran Online Customer Review sebagai Quasi Moderasi dalam Hubungan Kualitas Layanan dan Kepuasan Pelanggan
DOI:
https://doi.org/10.29313/bcsbm.v6i2.25592Keywords:
kualitas layanan, kepuasan pelanggan, online customer reviewAbstract
Abstract.
The background of this study is the gap between the high growth of the wellness and spa industry and the relatively lower customer satisfaction rating of the object of study compared to its competitors on Google Review. This study used a quantitative approach with a descriptive-verificative method and a cross-sectional survey design. Data were collected from 390 respondents who had used the services of ZEN Family Spa & Reflexology Sunda, determined through purposive sampling with a questionnaire instrument using a Likert scale. Data were analyzed using simple linear regression and Moderated Regression Analysis (MRA). The results show that service quality has a positive and significant effect on customer satisfaction, and online customer review also has a positive and significant direct effect on customer satisfaction. However, online customer review is not proven to significantly moderate the relationship between service quality and customer satisfaction. These findings indicate that customer satisfaction at ZEN Family Spa & Reflexology Sunda is shaped more by direct service experience and by online review as an independent source of information, rather than by review acting as a moderator of the service quality effect.
Abstrak. Latar belakang penelitian ini didasari oleh kesenjangan antara pertumbuhan industri wellness dan spa yang tinggi dengan tingkat kepuasan pelanggan objek penelitian pada Google Review yang relatif lebih rendah dibandingkan pesaingnya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif-verifikatif dan desain survei cross-sectional. Data dikumpulkan dari 390 responden yang pernah menggunakan layanan ZEN Family Spa & Reflexology Sunda, ditentukan melalui teknik purposive sampling dengan instrumen kuesioner berskala Likert. Data dianalisis menggunakan regresi linear sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan online customer review juga berpengaruh positif dan signifikan secara langsung terhadap kepuasan pelanggan. Namun demikian, online customer review tidak terbukti memoderasi secara signifikan hubungan antara kualitas layanan dan kepuasan pelanggan. Temuan ini menunjukkan bahwa kepuasan pelanggan ZEN Family Spa & Reflexology Sunda lebih dibentuk oleh pengalaman layanan secara langsung dan oleh ulasan daring sebagai sumber informasi yang berdiri sendiri, bukan oleh perannya sebagai pemoderasi pengaruh kualitas layanan.
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