PENGARUH KEPUASAN PADA LOYALITAS YANG DIMODERASI OLEH KEYAKINAN
Abstract
From the model is constructed, based on the problems that arise are the following (1) Perceptions of product quality directly affect on customer satisfaction. (2) Perceptions of service quality directly affect on customer satisfaction. (3) Certainty moderate the direct affect of perceptions of product quality on customer satisfaction. (4) Certainty moderate the direct affect of perceptions of service quality on customer satisfaction. (5) Satisfaction direct effect on customer loyalty. (6) Certainty moderate the direct affect of satisfaction on customer loyalty.
In this study, the sample consisted of 250 respondents who intend to loyal to use the seed brand Multi Global Agrindo. Convenience sampling is a sampling technique chosen. Data analysis using Structural Equation Modeling (SEM).
The results of this study suggest that customer loyalty can built by marketers by increasing costumer satisfaction. Satisfaction can be formed by increasing the perception of service quality and perceptions of product quality. Stimulus needed to build the perception of service quality is increase the dimensions of reliability, assurance, responsiveness, empathy, and tangible of service. While the stimulus needed to build the perception of the quality of the product is improve product quality to resist pests and diseases, defenseless wide adaptability, high productivity and yield acceptable fruit by merchant. Another thing that marketers need to know, certainty has no moderating effect on customer satisfaction and loyalty.
Keyword : perceived product quality, perceived service quality, satisfaction, certainty, loyalty
Full Text:
PDFReferences
Alba, J.W. and Hutchison, J.W. (1987), “Dimensions of consumer expertise”, Journal of Consumer Research, Vol. 13.
Arikunto, Suharsimi, 1998, Prosedur Penelitian: Suatu Pendekatan Praktek, Edisi Revisi, Rineka Cipta, Jakarta.
Bei L.T. dan Chiao Y.C. (2001), “An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 14.
Brucks, Merrie, Valerie A. Zeithaml and Gillian Naylor (2000), “Price and Brand Name as Indicators of Quality Dimensions for Cunsumer Durables”, Journal of Marketing Science, Vol. 28 No.3.
Chandrashekaran, M., Rotte, K. and Grewal, R. (2007), “Satisfaction strength and customer loyalty”, Journal of Marketing Research, Vol. 44.
Chavan, R. B. (2003). Manual on Quality Assurance for Khadi. Mahatma Gandhi Institute of Rural Industrialization a Collaborative Project of KVIC & IITD
Cooil, B., Keiningham, T.L., Aksoy, L. and Hsu, M. (2007), “A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics”, Journal of Marketing, Vol. 71.
Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual Framework ”, Journal of the Academy of Marketing Science, Vol. 22 No. 2
Espejel J., Fandos C., Flavian C. (2008), “Consumer satisfaction : a key factor of consumer loyalty and buying intention of a PDO food product”, British Food Journal, Vol. 110 No.9
Ferdinand, A. 2006. Structural Equation Modeling dalam penelitian Manajemen: Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor Universitas Diponegoro Semarang. Bp Undip. Semarang.
Ghozali. 2008. Konsep dan Aplikasi dengan Program AMOS 16.0. Badan Penerbit Universitas Diponegoro, Semarang.
Hair, J. F., Anderson, R.E., Tatham, R.L. and Black W. C., 1988, Multivariat Date Analysis, 5th Edition, Prentice Hall Inc, Upper Saddle River, New Jersey.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty and profitability: An empirical study. International Journal of Service Industry Management, Vol. 7 No. 4.
Howard, J.A. and Sheth, J.N. (1969). The Theory of Buyer Behavior. New York: John Wiley and Sons, Pnc.
Jahanshahi A.A., Gashti M.A.H., Mirdamadi S.A., Nawaser K. (2011), “Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty”, International Journal of Humanities and Social Science, Vol. 1 No. 7
Karmarkar, Uma R. and Tormala, Zakary L. (2010), “ Believe Me, I Have No Idea What I’m Talking About : The Effects of Source Certainty on Consumeer Involvement and Persuasion”, Journal of Consumer Research, Vol.36.
Lee, Duncan Y. (1998), The Effect of Product Quality and Service Quality on Consumer Satisfaction and Loyalty-A Study of Gas Station, Thesis, National Cheng Chi University, Taiwan.
McDougall, Gordon H.G. and Terrence Levesque (2000), “Costumer Satisfaction with Services : Putting Perceived Value into the Equation”, Journal of Service Marketing, Vol.14 No.5.
Mitchell, V.W. (1999). “Consumer perceived risk: Conceptualisations and models”, European Journal of Marketing, Vol. 33 No. 1/2, 163–195.
Mittal, V. and Kamakura, A. Wagner. (2001), “Satisfaction, Repurchase Intention, and Repurchase Behavior : Investigating the Moderating Effect of Costumer Characteristics”, Journal of Marketing Research, Vol. 38 No.1
Nijssen, E., Singh, J., Sirdeshmukh, D. and Holzmüeller, H. (2003), “Investing industry context effects in consumer–firm relationships: preliminary results from a dispositional approach”, Journal of the Academy of Marketing Science, Vol. 31 No. 1.
Oliver, R.L. (1981), “Measurement and evaluation of satisfaction process in retail setting”, Journal of Retailing, Vol. 57.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63.
Olsen, S.O. (1999), “Strength and conflicting valence in the measurement of food attitudes and preferences”, Food Quality and Preference, Vol. 10.
Olsen, S.O. (2007), “Loyalty: the role of involvement and satisfaction”, Psychology and Marketing, Vol. 24 No. 4.
Parasuraman A., Valerie A. Zeithaml dan Leonard L. Berry. (1988), “SERVQUAL : A Multiple-Item Scale for Marketing Consumer Perceptions of Service”, Journal of Retailing, Vol. 64.
Parasuraman A., Valerie A. Zeithaml dan Leonard L. Berry. (1991), “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, Vol. 67 No.4
Parasuraman A., Valerie A. Zeithaml dan Leonard L. Berry. (1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality : Implications for Further Reseacrh”, Journal of Marketing, Vol. 58.
Santoso S. 2012. Analisis SEM Menggunakan AMOS. PT. Elex Media Komputindo, Jakarta.
Seiders, K., Voss, G.B., Grewal, D. and Godfrey, A. (2005), “Do satisfied customers buy more? Examining moderating influences in a retailing context”, Journal of Marketing, Vol. 69.
Szymanski, D.M. and Henard, D.H. (2001), “Customer satisfaction: a meta-analysis of the empirical evidence”, Journal of the Academy of Marketing Science, Vol. 29 No. 1.
Tsiotsou, R. (2005), “ Perceived Quality Levels and their Relation to Involvement, Satisfaction, and Purchase Intention”, Marketing Bulletin.
Tuu H.H., Olsen S.O., Linh P.T.T. (2011), “The moderator effects of perceived risk, objective knowledge, and certainty in the satisfaction-loyalty relationship”, Journal of Consumer Marketing, Vol. 28 No. 5
Winder, R. E. and Judd, D.K., (1996). Organizational orienteering: Linking Deming, Covey, and Senge in an Integrated Five Dimension Quality Model. ASQC Seventh National Quality Management Conference Transactions. American Society for Quality.
Wu, W.Y. and Chan, M.L. (2007), “The role of risk attitude on online shopping: experience, customer satisfaction and repurchase intention”, Social Behavior and Personality, Vol. 35 No. 4.
Zeithaml, Valerie A. (1988), “Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol. 52
DOI: https://doi.org/10.36600/rma.v7i1.18
Refbacks
- There are currently no refbacks.