Analisis Kepuasan dan Loyalitas Pelanggan Telepon Seluler dengan Citra Perusahaan dan Ekuitas Merek sebagai Variabel Eksogen
DOI:
https://doi.org/10.47747/jbme.v1i3.184Keywords:
loyalitas konsumen, kepuasan konsumen, ekuitas merek, citra perusahaanAbstract
The purpose of this study was to determine whether the satisfaction and loyalty of cellular phone customers is influenced by corporate image and brand equity. The sample of this research is student cell phone users in Palembang City, amounting to 250 respondents. The sampling technique used was cluster random sampling. The statistical analysis technique used Structural Equation Modeling (SEM) with the help of LISREL software. The results showed that consumer satisfaction of cell phone users was significantly influenced by brand equity, while consumer loyalty of cellular phone users was influenced by corporate image and satisfaction. These results also indicate that satisfaction is an intervening variable for the relationship between brand equity and consumer loyalty, meaning that consumer loyalty can be built with brand equity through customer satisfaction. Better brand equity will increase customer satisfaction which in turn will increase consumer loyalty.
Tujuan penelitian ini adalah untuk mengetahui apakah kepuasan dan loyalitas pelanggan telepon seluler dipengaruhi oleh citra perusahaan dan ekuitas merek. Sampel penelitian ini adalah mahasiswa pengguna telepon seluler di Kota Palembang yang berjumlah 250 responden. Teknik sampling yang digunakan adalah cluster random sampling. Teknik analisis statistik digunakan Structural Equation Modeling (SEM) dengan bantuan software LISREL. Hasil penelitian menunjukkan bahwa kepuasan konsumen pengguna telepon seluler secara signifikan dipengaruhi oleh ekuitas merek, sedangkan loyalitas konsumen pengguna telepon seluler dipengaruhi oleh citra perusahaan dan kepuasan. Hasil ini juga menunjukkan bahwa kepuasan menjadi variabel intervening bagi hubungan equitas merek denngan loyalitas konsumen, artinya bahwa loyalitas konsumen dapat dibangun dengan equitas merek melalui kepuasan konsumen. Equitas merek yang semakin baik akan meningkatkan kepuasan konsumen yang pada akhirnya akan meningkatkan loyalitas konsumen.
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