Pengaruh Service Quality, dan Word of Mouth terhadap Customer Loyalty Dimediasi oleh Customer Satisfaction
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Abstract
Persaingan bisnis ritel kopi yang semakin berkembang menuntut perusahaan untuk mampu memahami perilaku pelanggan serta faktor-faktor yang dapat membentuk loyalitas pelanggan dalam jangka panjang. Pemahaman mengenai hubungan antar faktor tersebut diperlukan sebagai dasar dalam merumuskan strategi pemasaran yang berorientasi pada pelanggan. Penelitian ini dilakukan untuk menganalisis pengaruh service quality dan word of mouth terhadap customer loyalty dengan peran variabel mediasi customer satisfaction pada pelanggan Point Coffee di Jakarta. Pendekatan kuantitatif dipilih dan dijalankan melalui survei terhadap 200 responden dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa service quality dan word of mouth berpengaruh positif signifikan terhadap customer satisfaction dan customer loyalty. Selain itu, customer satisfaction terbukti berpengaruh positif signifikan terhadap customer loyalty serta memediasi hubungan service quality dan word of mouth terhadap customer loyalty. penelitian ini menegaskan bahwa loyalitas pelanggan tidak hanya dibentuk oleh pengalaman layanan yang konsisten, tetapi juga diperkuat oleh pengaruh sosial yang kredibel, dengan kepuasan berperan sebagai pendorong utama yang mengkonversi pengalaman dan rekomendasi menjadi komitmen pembelian berulang. Implikasi praktisnya, manajemen Point Coffee perlu memprioritaskan konsistensi kualitas layanan dan pengelolaan rekomendasi pelanggan untuk menjaga kepuasan sebagai pengungkit loyalitas konsumennya.
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