Customer Citizenship Behavior dan Dampaknya Terhadap Word of Mouth dengan Kepuasan Pelanggan Sebagai Variabel Moderasi Studi Kasus pada UMKM Manika Kaltim
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi pengaruh Customer Citizenship Behavior terhadap Word of Mouth, dengan fokus pada peran Kepuasan Pelanggan sebagai variabel moderasi dalam konteks UMKM Manika Kaltim. Penelitian ini menggunakan metode kuantitatif eksplanatori untuk menguji hubungan kausalitas antarvariabel. Data dikumpulkan melalui kuesioner yang dirancang secara terstruktur dan disebarkan kepada 400 pelanggan UMKM Manika Kaltim, yang mewakili populasi pelanggan aktif. Analisis data dilakukan menggunakan teknik Partial Least Square - Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS versi 4, yang memungkinkan evaluasi simultan antara variabel laten dan indikatornya. Hasil penelitian menunjukkan bahwa Customer Citizenship Behavior memiliki pengaruh signifikan terhadap Word of Mouth, dengan nilai T-statistik sebesar 8.639 (> 1,972), yang mengindikasikan bahwa perilaku sukarela pelanggan, seperti membantu pelanggan lain atau memberikan umpan balik, dapat meningkatkan advokasi produk atau layanan melalui Word of Mouth. Selanjutnya, Variabel moderasi Kepuasan Pelanggan ditemukan memiliki pengaruh moderasi yang berpengaruh positif signifikan, yang berarti dapat memperkuat hubungan antar variabel. Temuan ini menunjukkan bahwa tingkat kepuasan yang tinggi dapat meningkatkan keterlibatan aktif pelanggan dalam menyebarkan Word of Mouth.
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