PERAN KEPUASAN MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN BODY LOTION SCARLETT WHITENING
Abstract
Banyaknya wanita Indonesia yang mulai sadar akan pentingnya menjaga kecantikan, menyebabkan munculnya berbagai produk di berbagai produk kecantikan yang berusaha mengembangkan produknya mulai dari Skincare, Handbody Lotion hingga sabun mandi. Penelitian ini dilakukan di pelanggan body lotion Scarlett Whitening Kota Denpasar. Tujuan penelitian ini untuk menjelaskan peran kepuasan pelanggan dalam memediasi pengaruh kualitas produk terhadap loyalitas pelanggan. Penelitian ini menggunakan ukuran sampel 100 orang dan menggunakan teknik purporsive sampling. Pengumpulan data dalam penelitian ini dilakukan dengan metode penyebaraan kuesioner. Penelitian ini menggunakan teknik Uji Asumsi Klasik, Path Analysis, dan Uji Sobel. Berdasarkan hasil penelitian ini, diperoleh hasil bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kualitas pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan, kepuasan memediasi secara parsial pengaruh kualitas produk terhadap loyalitas pelanggan. Implikasi pada penelitian ini terhadap strategi pengembangan dapat digunakan oleh Scarlett Whitening Kota Denpasar dalam mengembangkan strategi pemasaran yang tepat untuk meningkatkan loyalitas pelanggan.
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References
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Anggraini, F. dan Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94.
Assegaff, S. B.dan Pranoto, S. O. (2020). Price Determines Customer Loyalty in Ride-Hailing Services . American Journal of Humanities and Social Sciences Research (AJHSSR), 4(3), 453–463. www.ajhssr.com
Bintari, W. P., Udayana, I. & Maharani, B. D. (2022). Pengaruh Usability, Information Quality, dan Service Interaction Terhadap Loyalitas Konsumen Dengan Kepuasan Sebagai Variabel Intervening (Studi Pada Konsumen Tokopedia di Kabupaten Kediri). Jurnal Perspektif, 20(1), 68–75. https://doi.org/10.31294/jp.v20i1.12286
Budhi, I. M. A. A., & Ekawati, N. W. (2022). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan. E-Jurnal Manajemen, 11 (5), 948-967.
Compas. (2022). 10 Brand Skincare Lokal Terlaris di Online Marketplace. https://compas.co.id/article/brand-skincare-lokal-terlaris/. Diakses pada 13 Maret 2023
Das Guru, R. R.dan Paulssen, M. (2020). Customers’ experienced product quality: scale development and validation. European Journal of Marketing, 54(4), 645–670.
Djumarno, S.dan Anjani, S. D. (2018). Effect of Product Quality and Price on Customer Loyalty through Customer Satisfaction. International Journal of Business and Management Invention (IJBMI, 8(1), 13-20.
Ghozali, I. (2018). Aplikasi Analisis Mutivariete Dengan Program SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.
Grace, E., Girsang, R. M., Simatupang, S., Candra, V.dan Sidabutar, N. (2021). Product Quality and Customer Satisfaction and Their Effect on Consumer Loyalty. International Journal of Social Science, 1(2), 69–78. https://doi.org/10.53625/ijss.v1i2.138
Grihani, K. D. N.dan Kusumadewi, N. M. W. (2021). The Role of Customer Satisfaction in Mediation the Effect of Customer Relationship Management on Customer Loyalty (Study at Ramayana Bali Department Store Denpasar). European Journal of Business and Management Research, 6(6), 235–239. https://doi.org/10.24018/ejbmr.2021.6.6.1096
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2nd Edition. Los Angeles: Sage.
Haris, D.dan Welsa, H. (2018). Kualitas dan Desain Produk Dalam Meningkatkan Kepuasan dan Loyalitas Konsumen. Upajiwa Dewantara, 2(2), 125–139.
Hoe, L. C.dan Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 21–35.
Izzuddin, A.dan Muhsin, M. (2020). Pengaruh Kualitas Produk, Kualitas Layanan Dan Lokasi Terhadap Kepuasan Konsumen. Jurnal Manajemen Dan Bisnis, 6(1), 1–10.
Kotler, P.dan Keller, K. L. (2018). Marketing Management (15th ed.). New York: Pearson Education,Inc.
Kusuma, A. A. G. M., & Sukaatmadja, I. P. G. (2018). Pengaruh Kewajaran Harga dan Citra Perusahaan terhadap Kepercayaan dan Loyalitas Konsumen. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 7(7), 1835-1866.
Makudza, F. (2021). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191–203. https://doi.org/https://doi.org/10.1108/JABES-01-2020-0007
Markplus.inc. (2020). ZAP Beauty Index 2020. ZAP Beauty. https://zapclinic.com/zapbeautyindex. Diakses pada 13 Maret 2023
Monferrer, D., Moliner, M. A.dan Estrada, M. (2019). Increasing customer loyalty through customer engagement in the retail banking industry. Spanish Journal of Marketing - ESIC, 23(3), 461–484. https://doi.org/https://doi.org/10.1108/SJME-07-2019-0042
Närvänen, E., Kuusela, H., Paavola, H.dan Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail & Distribution Management, 48(8), 825–843. https://doi.org/https://doi.org/10.1108/IJRDM-05-2019-0153
Nasir, S. (2021). Customer Relationship Management Strategies in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES), 1(1), 1–27. https://doi.org/10.4018/978-1-5225-1793-1.ch054
Nurhidayati dan Yuliantari, K. (2018). Analisis Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Fish Streat Cabang Tebet. Widya Cipta, II(1), 69–75. https://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta/article/view/2918
Nyonyie, R. A., Kalangi, J. A. F.dan Tamengkel, L. F. (2019). Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Kosmetik Wardah di Transmart Bahu Manado. Jurnal Administrasi Bisnis, 9(3), 2655-206.
Othman, B. , Harun, A., De Almeida, N. M. & Sadq, Z. . (2021). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2), 363–388.
Pemayun, T. G. A. W. P. & Seminari, N. K. (2020). The Role Customer Satisfaction Mediate The Effect Of Product Quality On Customer Loyalty. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(6), 54–62. AJHSSR.com
Purbawisesa, N., Wardana, I. M., & Sukaatmadja, I. P. G. (2018). Peran Kualitas Layanan dalam Memediasi Hubungan Antara Karyawan Berorientasi Pelanggan dengan Kepuasan Pelanggan di Bulgari Resort Bali. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 7(11), 2389-2416.
Rachmawati, N. P. & Santika, I. W. (2022). The Role of Satisfaction in Mediation the Influence of Product Quality on Customer Loyalty of Face-Makeup Products. European Journal of Business and Management Research, 7(3), 52–56. https://doi.org/http://dx.doi.org/10.24018/ ejbmr.2022.7.3.1290
Rahman, S.dan Yacob, S. (2022). Model Loyalitas Konsumen Brilink : Suatu Perspektif Dari Brand Image Dan Kepuasan Di Pt.Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Muara Bulian. Jurnal Manajemen Terapan Dan Keuangan, 11(03), 688–702. https://doi.org/10.22437/jmk.v11i03.17984
Razak, I. (2019). Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan. Jurnal Manajemen Bisnis Krisnadwipayana, 7(2), 1-14
Rohaeni, H.dan Marwa, N. (2018). Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Jurnal Ecodemica, 2(2), 312-318
Rua, S., Saldanha, E. D. S.dan Amaral, A. M. (2020). Examining the Relationships among Product Quality, Customer Satisfaction and Loyalty in the Bamboo Institute, Dili, Timor-Leste. Timor Leste Journal of Business and Management, 2(1), 33–44. https://doi.org/10.51703/bm.v2i2.28
Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R.dan Rasheed, H. M. . (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence Planning, 39(8), 1042-1057. https://doi.org/https://doi.org/10.1108/MIP-11-2020-0471
Samir, V. F., Sampurno, S.dan Derriawan, D. (2021). The Effect of Product Quality on Customer’s Satisfaction and Loyalty of EMN Brand in the Ecommerce Era. The International Journal of Business Review (The Jobs Review), 4(1), 1–14. https://doi.org/10.17509/tjr.v4i1.33378Sholihin, M. & Ratmono, D. (2013). Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: Penerbit ANDI.
Sitanggang, J. M., Sinulingga, S.dan Fachruddin., K. A. (2019). Analysis Of The Effect Of Product Quality On Customer Satisfaction And Customer Loyalty Of Indihome ATPT Telkom Regional 1 Sumatera, Medan, North Sumatra, Indonesia. American International Journal of Business Management (AIJBM), 2(3), 26–37.
Theresia, N. M. M. D. T., & Wardana, I. M. (2019). Pengaruh Pengalaman Belanja Online, Kepuasan Pelanggan, Dan Adjusted Expection Terhadap Niat Membeli Kembali Melalui Traveloka (Doctoral dissertation, Udayana University). E-Jurnal Manajemen, 8 (8), 4899-4926.
Wongsurawat, W. (2023). Customer loyalty research and practice: technology meets psychology. Strategy & Leadership, 51(1), 1–12.
Amaranggana, A. dan Rahanatha, G. B. (2018). Peran Kepuasan Dalam Memediasi Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Unud, 7(12), 6872–6900.
Anggraini, F. dan Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94.
Assegaff, S. B.dan Pranoto, S. O. (2020). Price Determines Customer Loyalty in Ride-Hailing Services . American Journal of Humanities and Social Sciences Research (AJHSSR), 4(3), 453–463. www.ajhssr.com
Bintari, W. P., Udayana, I. & Maharani, B. D. (2022). Pengaruh Usability, Information Quality, dan Service Interaction Terhadap Loyalitas Konsumen Dengan Kepuasan Sebagai Variabel Intervening (Studi Pada Konsumen Tokopedia di Kabupaten Kediri). Jurnal Perspektif, 20(1), 68–75. https://doi.org/10.31294/jp.v20i1.12286
Budhi, I. M. A. A., & Ekawati, N. W. (2022). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan. E-Jurnal Manajemen, 11 (5), 948-967.
Compas. (2022). 10 Brand Skincare Lokal Terlaris di Online Marketplace. https://compas.co.id/article/brand-skincare-lokal-terlaris/. Diakses pada 13 Maret 2023
Das Guru, R. R.dan Paulssen, M. (2020). Customers’ experienced product quality: scale development and validation. European Journal of Marketing, 54(4), 645–670.
Djumarno, S.dan Anjani, S. D. (2018). Effect of Product Quality and Price on Customer Loyalty through Customer Satisfaction. International Journal of Business and Management Invention (IJBMI, 8(1), 13-20.
Ghozali, I. (2018). Aplikasi Analisis Mutivariete Dengan Program SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.
Grace, E., Girsang, R. M., Simatupang, S., Candra, V.dan Sidabutar, N. (2021). Product Quality and Customer Satisfaction and Their Effect on Consumer Loyalty. International Journal of Social Science, 1(2), 69–78. https://doi.org/10.53625/ijss.v1i2.138
Grihani, K. D. N.dan Kusumadewi, N. M. W. (2021). The Role of Customer Satisfaction in Mediation the Effect of Customer Relationship Management on Customer Loyalty (Study at Ramayana Bali Department Store Denpasar). European Journal of Business and Management Research, 6(6), 235–239. https://doi.org/10.24018/ejbmr.2021.6.6.1096
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2nd Edition. Los Angeles: Sage.
Haris, D.dan Welsa, H. (2018). Kualitas dan Desain Produk Dalam Meningkatkan Kepuasan dan Loyalitas Konsumen. Upajiwa Dewantara, 2(2), 125–139.
Hoe, L. C.dan Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 21–35.
Izzuddin, A.dan Muhsin, M. (2020). Pengaruh Kualitas Produk, Kualitas Layanan Dan Lokasi Terhadap Kepuasan Konsumen. Jurnal Manajemen Dan Bisnis, 6(1), 1–10.
Kotler, P.dan Keller, K. L. (2018). Marketing Management (15th ed.). New York: Pearson Education,Inc.
Kusuma, A. A. G. M., & Sukaatmadja, I. P. G. (2018). Pengaruh Kewajaran Harga dan Citra Perusahaan terhadap Kepercayaan dan Loyalitas Konsumen. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 7(7), 1835-1866.
Makudza, F. (2021). Augmenting customer loyalty through customer experience management in the banking industry. Journal of Asian Business and Economic Studies, 28(3), 191–203. https://doi.org/https://doi.org/10.1108/JABES-01-2020-0007
Markplus.inc. (2020). ZAP Beauty Index 2020. ZAP Beauty. https://zapclinic.com/zapbeautyindex. Diakses pada 13 Maret 2023
Monferrer, D., Moliner, M. A.dan Estrada, M. (2019). Increasing customer loyalty through customer engagement in the retail banking industry. Spanish Journal of Marketing - ESIC, 23(3), 461–484. https://doi.org/https://doi.org/10.1108/SJME-07-2019-0042
Närvänen, E., Kuusela, H., Paavola, H.dan Sirola, N. (2020). A meaning-based framework for customer loyalty. International Journal of Retail & Distribution Management, 48(8), 825–843. https://doi.org/https://doi.org/10.1108/IJRDM-05-2019-0153
Nasir, S. (2021). Customer Relationship Management Strategies in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES), 1(1), 1–27. https://doi.org/10.4018/978-1-5225-1793-1.ch054
Nurhidayati dan Yuliantari, K. (2018). Analisis Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Fish Streat Cabang Tebet. Widya Cipta, II(1), 69–75. https://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta/article/view/2918
Nyonyie, R. A., Kalangi, J. A. F.dan Tamengkel, L. F. (2019). Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Kosmetik Wardah di Transmart Bahu Manado. Jurnal Administrasi Bisnis, 9(3), 2655-206.
Othman, B. , Harun, A., De Almeida, N. M. & Sadq, Z. . (2021). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2), 363–388.
Pemayun, T. G. A. W. P. & Seminari, N. K. (2020). The Role Customer Satisfaction Mediate The Effect Of Product Quality On Customer Loyalty. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(6), 54–62. AJHSSR.com
Purbawisesa, N., Wardana, I. M., & Sukaatmadja, I. P. G. (2018). Peran Kualitas Layanan dalam Memediasi Hubungan Antara Karyawan Berorientasi Pelanggan dengan Kepuasan Pelanggan di Bulgari Resort Bali. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 7(11), 2389-2416.
Rachmawati, N. P. & Santika, I. W. (2022). The Role of Satisfaction in Mediation the Influence of Product Quality on Customer Loyalty of Face-Makeup Products. European Journal of Business and Management Research, 7(3), 52–56. https://doi.org/http://dx.doi.org/10.24018/ ejbmr.2022.7.3.1290
Rahman, S.dan Yacob, S. (2022). Model Loyalitas Konsumen Brilink : Suatu Perspektif Dari Brand Image Dan Kepuasan Di Pt.Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Muara Bulian. Jurnal Manajemen Terapan Dan Keuangan, 11(03), 688–702. https://doi.org/10.22437/jmk.v11i03.17984
Razak, I. (2019). Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan. Jurnal Manajemen Bisnis Krisnadwipayana, 7(2), 1-14
Rohaeni, H.dan Marwa, N. (2018). Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Jurnal Ecodemica, 2(2), 312-318
Rua, S., Saldanha, E. D. S.dan Amaral, A. M. (2020). Examining the Relationships among Product Quality, Customer Satisfaction and Loyalty in the Bamboo Institute, Dili, Timor-Leste. Timor Leste Journal of Business and Management, 2(1), 33–44. https://doi.org/10.51703/bm.v2i2.28
Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R.dan Rasheed, H. M. . (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence Planning, 39(8), 1042-1057. https://doi.org/https://doi.org/10.1108/MIP-11-2020-0471
Samir, V. F., Sampurno, S.dan Derriawan, D. (2021). The Effect of Product Quality on Customer’s Satisfaction and Loyalty of EMN Brand in the Ecommerce Era. The International Journal of Business Review (The Jobs Review), 4(1), 1–14. https://doi.org/10.17509/tjr.v4i1.33378Sholihin, M. & Ratmono, D. (2013). Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: Penerbit ANDI.
Sitanggang, J. M., Sinulingga, S.dan Fachruddin., K. A. (2019). Analysis Of The Effect Of Product Quality On Customer Satisfaction And Customer Loyalty Of Indihome ATPT Telkom Regional 1 Sumatera, Medan, North Sumatra, Indonesia. American International Journal of Business Management (AIJBM), 2(3), 26–37.
Theresia, N. M. M. D. T., & Wardana, I. M. (2019). Pengaruh Pengalaman Belanja Online, Kepuasan Pelanggan, Dan Adjusted Expection Terhadap Niat Membeli Kembali Melalui Traveloka (Doctoral dissertation, Udayana University). E-Jurnal Manajemen, 8 (8), 4899-4926.
Wongsurawat, W. (2023). Customer loyalty research and practice: technology meets psychology. Strategy & Leadership, 51(1), 1–12.
Published
2024-05-31
How to Cite
NARAYANA MANUABA, Ida Bagus Mahesa Brahmantha; SUKAATMADJA, I Putu Gede.
PERAN KEPUASAN MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN BODY LOTION SCARLETT WHITENING.
E-Jurnal Manajemen, [S.l.], v. 13, n. 5, p. 806 - 824, may 2024.
ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/104822>. Date accessed: 01 sep. 2024.
doi: https://doi.org/10.24843/EJMUNUD.2024.v13.i05.p05.
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