Menciptakan Loyalitas Pelanggan Dan Word of Mouth dari Pengalaman Pelanggan Melalui Kepuasan Pelanggan
DOI:
https://doi.org/10.25139/sbr.v6i2.10820Keywords:
Kepuasan Pelanggan, Loyalitas Pelanggan, Pengalaman pelanggan, Word of MouthAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan terhadap loyalitas pelanggan dan word of mouth dengan kepuasan pelanggan sebagai variabel moderasi pada bagian service PT Astra International, Tbk - Auto2000 Waru Sidoarjo Jawa Timur. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei. Sampel penelitian berjumlah 600 responden, dengan data yang diperoleh melalui kuesioner. Analisis dilakukan untuk menguji pengaruh langsung maupun tidak langsung antara variabel-variabel yang diteliti. Hasil penelitian menunjukkan Pengalaman pelanggan berpengaruh positif signifikan terhadap Word of Mouth dan loyalitas pelanggan, namun kepuasan pelanggan tidak memoderasi pengaruh pengalaman pelanggan terhadap word of mouth dan loyalitas pelanggan.
References
Agustiono, S.L., & Nugraha, H.S. 2022. Pengaruh customer experience terhadap customer loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (Studi pada masyarakat Semarang pengguna LinkAja). Jurnal Ilmu Administrasi Bisnis, 11(2), 244-256.
Ahmad, F., Mustafa, K., Hamid, S.A.R., Khawaja, K.F., Zada, F., Jamil, S., Qaisar, M.N., Vega-Muñoz, A., Contreras-Barraza, N., and Anwer, N. 2022. Online Pelanggan experience leads to loyalty via Pelanggan engagement: Moderating role of value co-creation. Frontiers in Psychology, 13,1-15
Akbar, M. A., & Situmorang, I.R. 2021. Pengaruh perceived value terhadap loyalitas dengan variabel kepuasan konsumen sebagai variabel moderasi pada umkm di sumatera utara. Jurnal Ilmiah Dinamika Sosial, 5(2), 203-211.
Al-Khasawneh, M., Al-Haddad, S., Sharabati, S.A., Al Khalili, H.H, Azar, L.L., Ghabayen, F.W., Jaber, L.M., Ali, M.H., and Masa’deh, R. 2023. How online communities affect online community engagement and word-of-Mouth intention. Sustainability, 15(15), 11920.
Endwia, S. M., Kusumawati, N., and Irawan., A. 2021. Factors Influencing Customer Satisfaction and Loyalty of Online Educational Platform in Indonesia: Analysis of E-Service Quality Factors. Conference: The 6th International Conference on Management in Emerging Markets (ICMEM 2021), 11-13
Felix, A., Rembulan, G.D. 2023. Analysis of Key Factors for Improved Pelanggan Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2), 196-208.
Haryadi, D., Haerofiatna, Abdul Wahid Alfarizi. 2022. The Role of After Sales Service on Customer Loyalty Mediated by Customer Satisfaction. eCo-Buss, 5(2), 583–592.
Islam, T., Islam, R., Pitafic, A.H., Xiaobei, L., Rehmani, M., Irfan, M., Mubarak, M.S. 2021. The impact of Corporate Social Responsibility on Cuatomer Loyalty: The Mediating Role of Corporate Reputation, Customer Satisfaction, and Trust. Sustainable Production and Consumption, 25, 123-135.
Kotler, P., & Keller, K. L. 2021. Marketing Management (15th ed.), Boston, Pearson.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., Hollebeek, L.D. 2022. The Role Of Pelanggan Experience In The Perceived Value–Word-Of-Mouth Relationship. Journal of Services Marketing, 36(3), 364-378.
Lyna, L., & Prasetyo, S.I. 2021. Pengaruh Website Quality, Pelanggan Experience, dan Service Quality Terhadap Loyalitas Pelanggan Online Shop Lazada di Kota Surakarta, INVEST: Jurnal Inovasi Bisnis dan Akuntansi, 2(1), 53–63.
Marcos, A. M. B. D. F., & Coelho, A. F. M. 2022. Service Quality, Customer Satisfaction And Customer Value: Holistic Determinants Of Loyalty And Word-Of-Mouth In Services, The TQM Journal, 34(5), 957-978.
Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., Vidal-Meli´a, L. 2023. Memorable Pelanggan Experiences And Autobiographical Memories: From Service Experience To Word Of Mouth. Journal of Retailing and Consumer Services, 72, 1-11
Nukhu, R., & Singh, S. 2024. Is Satisfaction A Moderator? The Effect Of Sensory Experience On Perceived Environmental Sustainability and WOM: A Study On The World's First Organic State–Sikkim, India. Journal of Hospitality and Tourism Insights, 7(1), 479-499.
Pinaraswati, S. O., Susilowati, S., Farida, I., Pramudiana, I.D. 2022. The Effect Of Customer Experiance And Perceived Value On Apartment Resident Loyalty. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4), 1955-1962
Pratama, R., & Adriyanto, A.T. 2023. Pengaruh Pelanggan Experience dan Pelanggan Value Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening: Studi pada Pelanggan di Bengkel Ravi Motor Juwana-Pati. Jurnal Bisnis dan Manajemen, 10(2), 103–112.
Pratiwi, L. A., & Telagawathi, N. L. W. S. 2021. Pengaruh Kepuasan Dan Loyalitas Pelanggan Terhadap Word Of Mouth Pada Pelanggan Produk XL Axiata Di Kecamatan Buleleng. Bisma: Jurnal Manajemen, 7(2), 285-291.
Purba, J. T., & Michelle, M. 2023. Integrasi Pengalaman dan Kepuasan Pelanggan, dan Word of Mouth Intention terhadap Loyalitas Pelanggan Dimoderasi oleh Harga pada Merek Skintific. Proceeding National Conference Business, Management, and Accounting (NCBMA).
Sutriani, M., dan Ramli, A.H. 2024. The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Pelanggan Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037-1052.
Syahputra, F. D., Kussudyarsana. 2024. Pengaruh Customer Experience Dan Service Quality Terhadap Word Of Mouth Pada Hotel Bobobox Dengan Customer Satisfaction Sebagai Variabel Intervening (Studi Kasus Hotel Bobobox Surakarta), Doctoral Dissertation, Universitas Muhammadiyah Surakarta).
Titing, A. S., & Wonua, A. R. 2020. Pengaruh Kepuasan Pelanggan Dan Loyalitas Pelanggan Terhadap Word Of Mouth (Studi Kasus Di Cafe Come On Coffee Pomalaa). Jurnal Administrasi dan Manajemen, 10(1), 1-10.
Wajdi, S. 2022. Pengaruh Kepuasan Pelanggan dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan pada Ahass Safari Service Padang. Jurnal Akuntansi dan Auditing Indonesia, 26(1), 1–10.
Yani, A. S., & Sinambela, Y.F. 2024. Pengaruh Kualitas Layanan Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Moderasi Di PT. Sinarmas Sentra Cipta. Jurnal Ilmiah Edunomika, 8(1), 1-7
Ahmad, F., Mustafa, K., Hamid, S.A.R., Khawaja, K.F., Zada, F., Jamil, S., Qaisar, M.N., Vega-Muñoz, A., Contreras-Barraza, N., and Anwer, N. 2022. Online Pelanggan experience leads to loyalty via Pelanggan engagement: Moderating role of value co-creation. Frontiers in Psychology, 13,1-15
Akbar, M. A., & Situmorang, I.R. 2021. Pengaruh perceived value terhadap loyalitas dengan variabel kepuasan konsumen sebagai variabel moderasi pada umkm di sumatera utara. Jurnal Ilmiah Dinamika Sosial, 5(2), 203-211.
Al-Khasawneh, M., Al-Haddad, S., Sharabati, S.A., Al Khalili, H.H, Azar, L.L., Ghabayen, F.W., Jaber, L.M., Ali, M.H., and Masa’deh, R. 2023. How online communities affect online community engagement and word-of-Mouth intention. Sustainability, 15(15), 11920.
Endwia, S. M., Kusumawati, N., and Irawan., A. 2021. Factors Influencing Customer Satisfaction and Loyalty of Online Educational Platform in Indonesia: Analysis of E-Service Quality Factors. Conference: The 6th International Conference on Management in Emerging Markets (ICMEM 2021), 11-13
Felix, A., Rembulan, G.D. 2023. Analysis of Key Factors for Improved Pelanggan Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2), 196-208.
Haryadi, D., Haerofiatna, Abdul Wahid Alfarizi. 2022. The Role of After Sales Service on Customer Loyalty Mediated by Customer Satisfaction. eCo-Buss, 5(2), 583–592.
Islam, T., Islam, R., Pitafic, A.H., Xiaobei, L., Rehmani, M., Irfan, M., Mubarak, M.S. 2021. The impact of Corporate Social Responsibility on Cuatomer Loyalty: The Mediating Role of Corporate Reputation, Customer Satisfaction, and Trust. Sustainable Production and Consumption, 25, 123-135.
Kotler, P., & Keller, K. L. 2021. Marketing Management (15th ed.), Boston, Pearson.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., Hollebeek, L.D. 2022. The Role Of Pelanggan Experience In The Perceived Value–Word-Of-Mouth Relationship. Journal of Services Marketing, 36(3), 364-378.
Lyna, L., & Prasetyo, S.I. 2021. Pengaruh Website Quality, Pelanggan Experience, dan Service Quality Terhadap Loyalitas Pelanggan Online Shop Lazada di Kota Surakarta, INVEST: Jurnal Inovasi Bisnis dan Akuntansi, 2(1), 53–63.
Marcos, A. M. B. D. F., & Coelho, A. F. M. 2022. Service Quality, Customer Satisfaction And Customer Value: Holistic Determinants Of Loyalty And Word-Of-Mouth In Services, The TQM Journal, 34(5), 957-978.
Moliner-Tena, M. A., Monferrer-Tirado, D., Estrada-Guillen, M., Vidal-Meli´a, L. 2023. Memorable Pelanggan Experiences And Autobiographical Memories: From Service Experience To Word Of Mouth. Journal of Retailing and Consumer Services, 72, 1-11
Nukhu, R., & Singh, S. 2024. Is Satisfaction A Moderator? The Effect Of Sensory Experience On Perceived Environmental Sustainability and WOM: A Study On The World's First Organic State–Sikkim, India. Journal of Hospitality and Tourism Insights, 7(1), 479-499.
Pinaraswati, S. O., Susilowati, S., Farida, I., Pramudiana, I.D. 2022. The Effect Of Customer Experiance And Perceived Value On Apartment Resident Loyalty. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4), 1955-1962
Pratama, R., & Adriyanto, A.T. 2023. Pengaruh Pelanggan Experience dan Pelanggan Value Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening: Studi pada Pelanggan di Bengkel Ravi Motor Juwana-Pati. Jurnal Bisnis dan Manajemen, 10(2), 103–112.
Pratiwi, L. A., & Telagawathi, N. L. W. S. 2021. Pengaruh Kepuasan Dan Loyalitas Pelanggan Terhadap Word Of Mouth Pada Pelanggan Produk XL Axiata Di Kecamatan Buleleng. Bisma: Jurnal Manajemen, 7(2), 285-291.
Purba, J. T., & Michelle, M. 2023. Integrasi Pengalaman dan Kepuasan Pelanggan, dan Word of Mouth Intention terhadap Loyalitas Pelanggan Dimoderasi oleh Harga pada Merek Skintific. Proceeding National Conference Business, Management, and Accounting (NCBMA).
Sutriani, M., dan Ramli, A.H. 2024. The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Pelanggan Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037-1052.
Syahputra, F. D., Kussudyarsana. 2024. Pengaruh Customer Experience Dan Service Quality Terhadap Word Of Mouth Pada Hotel Bobobox Dengan Customer Satisfaction Sebagai Variabel Intervening (Studi Kasus Hotel Bobobox Surakarta), Doctoral Dissertation, Universitas Muhammadiyah Surakarta).
Titing, A. S., & Wonua, A. R. 2020. Pengaruh Kepuasan Pelanggan Dan Loyalitas Pelanggan Terhadap Word Of Mouth (Studi Kasus Di Cafe Come On Coffee Pomalaa). Jurnal Administrasi dan Manajemen, 10(1), 1-10.
Wajdi, S. 2022. Pengaruh Kepuasan Pelanggan dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan pada Ahass Safari Service Padang. Jurnal Akuntansi dan Auditing Indonesia, 26(1), 1–10.
Yani, A. S., & Sinambela, Y.F. 2024. Pengaruh Kualitas Layanan Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Moderasi Di PT. Sinarmas Sentra Cipta. Jurnal Ilmiah Edunomika, 8(1), 1-7
