PENGARUH CUSTOMER PERCEIVED VALUE TERHADAP BRAND LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING; PADA KOPI KENANGAN SURABAYA
(1)
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk menganalisa pengaruh Customer Perceived Value terhadap Brand Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Kopi Kenangan di Surabaya. Data pada penelitian ini dikumpulkan melalui online survey dengan menyebarkan kuesioner kepada 152 responden. Metode penelitian yang digunakan merupakan pendekatan kuantitatif dengan menggunakan Partial Least Square dan SPSS. Hasil penelitian membuktikan bahwa Customer Perceived Value berhubungan positif terhadap Customer Satisfaction, Customer Perceived Value berpengaruh signifikan terhadap Brand Loyalty, Customer Satisfaction berpengaruh terhadap Brand Loyalty, Customer Perceived Value berpengaruh terhadap Brand Loyalty secara signifikan melalui Customer Satisfaction sebagai mediasi.
Keywords
References
Akbar, M. M. (2014). A Causal Study on the Antecedents of Retail Shoppers ’ Repatronage Intention. 6(4), 8–21.
Ali, F., Ryu, K., & Hussain, K. (2016). Influence of Experiences on Memories, Satisfaction and Behavioral Intentions: A Study of Creative Tourism. Journal of Travel and Tourism Marketing, 33 (1), 85–100. https://doi.org/10.1080/10548408.2015.1038418
Amelia, F. (2019). Pengaruh Customer Perceived Value, Customer Satisfaction, Dan Product Innovation Terhadap Customer Loyalty (Studi Kasus Rebranding All New Sour Sally). Jurnal Manajemen Bisnis dan Kewirausahaan, 3(1).
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025
Carranza, R., Dıaz, E. and Martın-Consuegra, D. (2018), “The influence of quality on satisfaction and customer loyalty with an importance-performance map analysis: exploring the mediating role of trust”, Journal of Hospitality and Tourism Technology, Vol. 9 No. 3, pp. 380-396, doi: 10.1108/ JHTT-09-2017-0104. Chiguvi, D. and Gurowo, P
Chen, P.T.; Hu, H.H. How determinant attributes of service quality influence customer-perceived value. Int. J. Contemp. Hosp. Manag. 2010.
Desmet, P. M., & Schifferstein, H. N. (2008). Sources of positive and negative emotions in food experience. Appetite, 50(2), 290–301. doi:10.1016/j.appet.2007.08.003
Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315-328. https://doi.org/10.21744/irjmis.v8n3.1786
Endah Pri. A. 2009. Pengaruh perceived value pada loyalitas konsumen yang dimediasi oleh kepuasan konsumen dan dimoderatori oleh gender.
Ge, Y.; Yuan, Q.; Wang, Y.; Park, K. The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China. Sustainability 2021, 13, 8633. https://doi.org/10.3390/su13158633
Giddens, Nancy & Hofmann, Amanda. 2002. Brand Loyalty. (online) http:// www.extension.iastate.edu/agdm/ wholefarm. diakses 11 Februari 2005
Ha, H. Y., & Park, K. H. (2012). Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation. African Journal of Business Management, 6(22), 67456753.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510. doi:10.1177/1096348009344212
Han, H., Kim, Y., Kim, E., 2011. Cognitive, affective, conative, and action loyalty: testing the impact of inertia. Int. J. Hospitality Manage. 30, 1008–1019.
Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences.
Holbrook, M.B. (1994), “The nature of customer value: an axiology of services in the consumption experience”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Thousand Oaks, CA, pp. 21-71.
Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99(March). https://doi.org/10.1016/j.ijhm.2021.103050
Hwang, J., Hyun, S., 2012. The antecedents and consequences of brand prestige in luxury restaurants. Asia Pacific J. Tour. Res. 17 (6), 656–683.
Hwang, J., Park, S., 2018. An exploratory study of how casino dealer communication styles lead to player satisfaction. J. Travel Tour. Mark. 35 (9), 1246–1260.
Im, J., Qu, H., 2017. Drivers and resources of customer co-creation: a scenario-based case in the restaurant industry. Int. J. Hosp. Manage. 64, 31–40.
Kementrian Pertanian (2018, Juli 31). 2021 Konsumsi Kopi Indonesia Diprediksi Mencapai 270 Ribu Ton. Diakses dari https://databoks.katadata.co.id/datapublish/2018/07/31/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170–197. doi:10.1177/1096348012471376
Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529537.
Kusumawati, A & Rahayu, K.S. (2019). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, 32(6): 1525-1540
Lee, W.S., Moon, J. and Song, M. (2018), “Attributes of the coffee shop business related to customer satisfaction”, Journal of Foodservice Business Research, Vol. 21 No. 6, pp. 628-641, doi: 10.1080/ 15378020.2018.1524227.
Lee, Y. K., Back, K. J., & Kim, J. Y. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction, and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305–328. doi:10.1177/1096348009338511
Mensah, I. and Mensah, R.D. (2018), “Effects of service quality and customer satisfaction on repurchase intention in restaurants on university of cape coast campus”, Journal of Tourism, Vol. 4 No. 1, pp. 27-36, available at: https://doaj.org/article/3e1230f294a14bc6b5e946cddf36e67d.
Nam et al. (2011). Brand equity, Brand Loyalty and Consumer Satisfaction. Annals of Tourism Research. Vol. 38, pp. 1009–1030.
Nikhashemi, S. R., Tarofder, A. K., Gaur, S. S., & Haque, A. (2016). The effect of customers’ perceived value of retail store on relationship between store attribute and customer brand loyalty: Some insights from Malaysia. Procedia Economics and Finance, 37, 432-438. https://doi.org/10.1016/S2212-5671(16)30148-4
Oh, H., 2000. Diners’ perceptions of quality, value, and satisfaction: a practical viewpoint. Cornell Hotel Restaur. Adm. Q. 41 (3), 58–66.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63(4), 3334
Pizam, A., Shapoval, V., Ellis, T., 2016. Customer satisfaction and its measurement in hospitality enterprises, a revisit and update. Int. J. Contemp. Hosp. Manage. 28 (1), 2–35.
Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118–127. doi:10.1016/j.jdmm.2013.05.001
Prebensen, N.K. and Xie, J. (2017), “Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption”, Tourism Management, Vol. 60, pp. 166-176.
Ryu, K., Han, H., & Kim, T. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459–469. doi:10.1016/j.ijhm.2007.11.001
Ryu, K., Lee, H., & Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. doi:10.1108/09596111211206141
Saad Andaleeb, S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3–11. https://doi.org/10.1108/08876040610646536
Saulina, A.R. and Syah, T.Y.R. (2018), “How Service quality influence of satisfaction and trust towards consumer loyalty in starbucks coffee Indonesia”, Iarjset, Vol. 5 No. 10, pp. 11-19, doi: 10.17148/ iarjset.2018.5102.
Schiffman, L. G. & Wisenblit, J. L. (2015). Consumer Behavior Edisi 11 Global Edition . England: Pearson Education Limited
Setiawan, H. and Sayuti, A.J. (2017), “Effects of service quality, customer trust and corporate image on customer satisfaction and loyalty: an assessment of travel agencies customer in south sumatra Indonesia”, IOSR Journal of Business and Management, Vol. 19 No. 5, pp. 31-40, doi: 10.9790/ 487x-1905033140.
Shin, C.-S., Hwang, G.-S., Lee, H.-W., & Cho, S.-R. (2015). The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty. The East Asian Journal of Business Management, 5(4), 47–57.
Shu-Ching Chen (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. , 19(2), 0–210. doi:10.1016/j.jretconser.2012.01.001
Son, J.H., Kim, J.H., Kim, G.J. (2021). International Journal of Hospitality Management. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2021.102866
Soon-Ho Kim Min-Seong Kim Dong Hun Lee . "The Effects of Personality Traits and Congruity on Customer Satisfaction and Brand Loyalty: Evidence from Coffee Shop Customers"
Suryati, Lili . 2015. Manajemen Pemasaran: Suatau Strategi Dalam meningkatkan Loyalias Pelanggan. Yogyakarta: Penerbit Deepublish.
Sweeney, J.C.; Soutar, G.N. Consumer perceived value: The development of a multiple item scale. J. Retail. 2001, 77, 203–220.
Tjiptono, F. (2016). Service, Quality dan Satisfaction (4th edn). Yogyakarta: Andi.
Wantara, P. (2018). Effect of service quality and perceived value satisfaction and loyalty religious tourists visit Island Madura, Indonesia. International Journal of Social Science and Economics Invention, 2(04), 325-to
Wareza, M. (2021, Desember 29). Dapat Duit Rp 1,37T, Kopi Kenangan Resmi Jadi Unicorn. Diakses dari https://www.cnbcindonesia.com/market/20211229093300-17-302874/dapat-duit-rp-137-t-kopi-kenangan-resmi-jadi-unicorn
Won Seok Lee, Joonho Moon & Myungkeun Song (2018): Attributes of the coffee shop business related to customer satisfaction, Journal of Foodservice Business Research, DOI: 10.1080/15378020.2018.1524227
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. http://dx.doi.org/10.1177/0092070300282002
Zeithaml, V., 1988. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Marketing 52 (3), 2–22.
Zuriyah, D. (2019, Agustus 22). Industri Kedai Kopi Ditaksir Tumbuh 20% Tahun Ini. Diakses dari https://ekonomi.bisnis.com/read/20190822/12/1139918/industri-kedai-kopi-ditaksir-tumbuh-20-tahun-ini
Zuriyah, D. (2021, Jenuari 27). Industri Kedai Kopi Ditaksir Tumbuh 20% Tahun Ini. Diakses dari https://ekonomi.bisnis.com/read/20190822/12/1139918/industri-kedai-kopi-ditaksir-tumbuh-20-tahun-ini
Refbacks
- There are currently no refbacks.