Persepsi Saluran Integrasi Dan Keterikatan Pelanggan Pada Loyalitas Dengan Kepuasan Sebagai Mediasi (Pegadaian Wilayah 1 Medan)
DOI:
https://doi.org/10.37385/msej.v4i2.1805Keywords:
Loyalitas, Saluran Integrasi, Keterlibatan, Kepuasan, PelangganAbstract
Tujuan penelitian adalah untuk mengetahui dan menganalisis pengaruh langsung dan tidak langsung saluran integrasi, keterikatan pelanggan, dan kepuasan pelanggan terhadap loyalitas pelanggan. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling, dimana pengambilan sampel acak berdasarkan area atau cluster. Jumlah sampel atau responden dalam penelitian ini sebanyak 165 orang responden. Pengujian hipotesis menggunakan analisis full model structural equation modeling (SEM) dengan smartPLS. Penelitian ini menyajikan 7 hipotesis. Dari 7 (tujuh) hipotesis yang disajikan hanya 6 hipotesis yang didukung atau diterima, yaitu hipotesis 1,3,4,5,6, dan 7. Sedangkan hipotesis 2 (kedua) ditolak atau tidak didukung. Hipotesis keenam dan ketujuh adalah untuk melihat hubungan tidak langsung antara persepsi saluran integrasi dan keterikatan pelanggan terhadap loyalitas pelanggan dengan kepuasaan pelanggan sebagai variabel mediasi. Dalam penelitian ini kepuasaan pelanggan dapat dijadikan sebagai variabel mediasi atau perantara untuk meningkatkan loyalitas pelanggan dengan persepsi saluran integrasi dan keterikatan pelanggan. Hasil penelitian menunjukkan bahwa saluran integrasi dan kepuasan pelanggan pengaruh secara positif terhadap loyalitas dan keterikatan pelanggan tidak pengaruh secara positif terhadap loyalitas pelanggan. Kepuasan dapat dijadikan sebagai variabel mediasi untuk memperkuat hubungan antara saluran integrasi dan keterikatan pelanggan terhadap loyalitas pelanggan.
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