PERAN MEDIASI KEPUASAN PELANGGAN PADA PENGARUH E-SERVICE QUALITY, PERSEPSI HARGA, DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN
DOI:
https://doi.org/10.12928/fokus.v10i2.2886Keywords:
E-Service Quality, Price Perception, Sales Promotion, Customer Loyalty, Customer SatisfactionAbstract
This study aim was to determine the effect of e-service quality, price perception, and sales promotion on customer loyalty through customer satisfaction on Gojek customers in Yogyakarta. This research is a quantitative study with survey method. The population in this study were Gojek customers in Yogyakarta. The sampling technique used was purposive sampling, with a total sample of 235 respondents. The technique of collecting data used an online questionnaire that has been tested for validity and reliability. The data analysis technique used to test the hypothesis was bootstrapping method using macro PROCESS by Andrew F. Hayes. The results of this study show that there is a positive effect of e-service quality on the satisfaction of Gojek Yogyakarta customers, there is a positive effect of price perception on the satisfaction of Gojek Yogyakarta customers, there is a positive effect of sales promotion on the satisfaction of Gojek Yogyakarta customers, there is a positive effect of customer satisfaction on the loyalty of Gojek Yogyakarta customers, there is a positive effect of e-service quality on the loyalty of Gojek Yogyakarta customers, there is a positive effect of price perception on the loyalty of Gojek Yogyakarta customers, there is a positive effect of sales promotion on the loyalty of Gojek Yogyakarta customers, and there is the effect of e service quality, price perception, and sales promotion on customer loyalty through Gojek Yogyakarta customer satisfaction, as evidenced by the e-service quality variable mediation coefficient of 0,0442; the mediation coefficient of price perception variable is 0,0404; and the mediation coefficient of sales promotion variable is 0.0676.References
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Baron, R. M., & Kenny, D. A. (1986). The Moderator–Mediator Variable Sistinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Ghozali, Imam. (2011). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.
Griffin, Jill. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Alih bahasa Yati Sumiharti. Jakarta: Erlangga.
Hair, Jr. et al., (2010). Multivariate Data Analysis. United States: Pearson.
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York: Guilford.
Kertajaya, Hermawan. (2002). Mark Plus On Strategy: 12 Tahun Perjalanan Mark Plus & Co Membangun Strategi Perusahaan. Jakarta: Gramedia Pustaka Utama.
Kotler, Philip. (2007). Manajemen Pemasaran. Jilid 2. Edisi 12. New Jersey: PT Indeks.
Kotler, Philip dan Amstrong Gary. (2008). Prinsip-Prinsip Pemasaran. Alih Bahasa Bob Sabran M.M. Edisi Bahasa Indonesia. Jilid 1. Jakarta: Erlangga.
Laurent, Felicia. (2016). Pengaruh E-Service Quality terhadap Loyalitas Pelanggan Go-Jek Melalui Kepuasan Pelanggan. Jurnal Program Manajemen Bisnis, Universitas Kristen Petra.
Lovelock, Christopher, Joachen Wirtz dan Jacky Mussry. (2010). Pemasaran Jasa: Manusia, Teknologi, Strategi. Perspektif Indonesia. Jakarta: Erlangga.
Martha, Enggar Puspita. (2015). Pengaruh Persepsi Harga, Kualitas Pelayanan, dan Suasana Salon terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Pada Pelanggan Flaurent Salon Yogyakarta). Tesis. Universitas Negeri Yogyakarta.
Nagle, Thomas T. and Reed K. Holden. (1995). The Strategy and Tactics of Pricing, A Guide to Profitable Decision Making. Edisi 2. New Jersey: Prentice-Hall, Inc.
Peter, J. Paul & Jerry C. Olson. (1999). Consumer Behavior: Perilaku Konsumen dan Strategi Pemasaran. Jilid Kedua, Edisi Keempat. Terjemahan Damos Sihombing dan Peter Remy Yossi Pasla. Jakarta: Erlangga.
Rodgers, W., Negash, S. & Suk, K. (2005). The Moderating Effect of Online Experience on the Antecedents and Consequences of Online Satisfaction. Journal of Psychology and Marketing, 22(4), 313-331.
Sawitri, Ni Putu., Kerti Yasa Ni Nyoman., dan Jawas Abbdullah. (2013). Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Pelanggan Tegal Sari Accommodation di ubud. Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, 7 (1) pp 40- 47
Schiffman, L., & Kanuk, L. (2011). Perilaku Konsumen. New Jersey: Prentice Hall.
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sundaram, Vijayanand, dkk. (2017). Impact of E-Service Quality on Customer Satisfaction and Loyalty. Empirical Study in India Online Business.
Tjiptono, Fandy. (1999). Strategi Pemasaran. Yogyakarta: ANDI
Yulianto, Indra, dkk. (2017). Pengaruh Promosi Penjualan, Harga, dan Kualitas Pelayanan terhadap Kepuasan Konsumen dan Loyalitas Konsumen (Studi Kasus Counter Handphone di Shiba Communication), Journal of Management, Vol.3, No.3.
Zeithaml, V., Parasuraman, A. and Malhotra, A. (2002). Service Quality Delivery Through Websites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 362-75.
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Published
2020-10-08
How to Cite
Septiani, R., & Nurhadi, N. (2020). PERAN MEDIASI KEPUASAN PELANGGAN PADA PENGARUH E-SERVICE QUALITY, PERSEPSI HARGA, DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN. Jurnal Fokus Manajemen Bisnis, 10(2), 249–268. https://doi.org/10.12928/fokus.v10i2.2886
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