Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Kopi Kenangan
DOI:
https://doi.org/10.58192/ebismen.v2i3.1286Keywords:
Service Quality, Brand Image, Consumer Satisfaction, Consumer LoyaltyAbstract
Service quality is one of the main things that are considered in the company. Customer assessment of service quality is very important for service providers, because it affects the company's performance and position in the market. Service quality as a result of the perception of the comparison between customer expectations with the actual performance of services. In other words, there are two main factors that affect service quality, namely expected service (expected experience) and perceived service (service received). Meanwhile, the total quality of a service consists of 3 main components, namely: technical quality (consisting of: search quality, experience quality, credence quality), functional quality, and corporate image. This study aims to determine the effect of Service Quality and Brand Image on Consumer Satisfaction and Consumer Loyalty. This type of research uses quantitative as many as 170 respondents. With the analysis technique in this study using SEM analysis. The results of this study partially show that the service quality variable has a positive effect on consumer satisfaction. Brand Image has no effect on Consumer Satisfaction. Service Quality has no effect on Consumer Loyalty. Brand image has no effect on Consumer Loyalty. Consumer Satisfaction has no effect on Consumer Loyalty.
References
Agustina, F. I. (2020). Pengaruh Persepsi Nilai dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Alfamart di Kota Mataram. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Arista, D., Dolorosa, E., & Suharyani, A. (2021). Pengaruh Atribut Produk Kopi Bubuk Instan Indocafe Terhadap Kepuasan Dan Loyalitas Konsumen Di Kota Pontianak. SEPA: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(2), 83. https://doi.org/10.20961/sepa.v17i2.38604
Armahadyani. (2018). Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Kedai Makan Paâ€TMMur Karawang. Jurnal Manajemen & Bisnis Kreatif, 3(2). https://doi.org/10.36805/manajemen.v3i2.253
Ashilah, K. (2021). Menggunakan Jasa Salon Dan Klinik Kecantikan ( Studi Kasus di Kabupaten Jember ). 1, 25–36.
Bambang, B., & Wahyudi, T. A. (2019). Analisis pengaruh citra perusahaan dan kualitas layanan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 61–70. https://doi.org/10.36407/jmsab.v2i1.49
Batari, A., & Rahman, Z. (2018). Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Kepuasan Konsumen Mobil FORD. 2(1), 1–10.
Berry & Zeithaml. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. In Wiley Encyclopedia of Management (pp. 1–1). https://doi.org/10.1002/9781118785317.weom090654
Cuong, D. T., & Khoi, B. H. (2019). The effect of brand image and perceived value on satisfaction and loyalty at convenience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(8 Special Issue), 1446–1454.
Dewi, P. S. A., & Suprapti, N. W. S. (2018). Membangun Loyalitas Pelanggan Melalui Kepuasan Yang Dipengaruhi Oleh Kualitas Produk, Persepsi Harga Dan Citra Merek (Studi Pada Produk Smartphone Merek Oppo). Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 12(2), 87. https://doi.org/10.24843/matrik:jmbk.2018.v12.i02.p01
Dianah, N., & Welsa, H. (2017). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Smartphone Xiaomi Serta Dampaknya Pada Kepuasan Konsumen (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa). Jurnal Manajemen, 7(1), 16–26.
Dwiantari, S. (2020). Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas yang Dimediasi oleh Kepuasan. Jurnal Ilmiah Aset, 22(1), 51–62. https://doi.org/10.37470/1.22.1.161
Eka, D., & Putri, Y. H. (2020). Pengaruh Tingkat Pelayanan, Citra Kampus, Dan Kepuasan Terhadap Motivasi Mahasiswa: Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Sriwijaya. Jurnal Manajemen Dan Bisnis Sriwijaya, 17(2), 79–90. https://doi.org/10.29259/jmbs.v17i2.9350
Fillah, A., & Fitria, S. E. (2018). the Effect of Promotion , Price , Quality of Products , and Brand Image on Indihome Purchase Decisions ( Case Study of Pesona Bali Residence , Bandung ). E-Proceeding of Management, 5(3), 3245–3252.
Firanazulah, Safavi, V. D. R., Saputri, A. N. J., & Sudrajat, A. (2021). Citra merek dan kualitas produk terhadap loyalitas konsumen. Akuntabel, 18(1), 1–9. https://journal.feb.unmul.ac.id/index.php/AKUNTABEL/article/view/8917
Gulanang, M. G., & Pramudena, S. M. (2019). Analisis Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Dan Implikasinya Pada Kepuasan Pelanggan Pt. Wilo Pumps Indonesia. 1999(December), 1–6.
Gunardi, C. G., & Erdiansyah, R. (2019). Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Restoran Mangkok Ku. Prologia, 3(2), 456. https://doi.org/10.24912/pr.v3i2.6387
Gustiani, D., Putri, D., & Santoso, S. B. (2018). Analisis Pengaruh Kualitas Jasa,Nilai Yang Dirasakan,Citra Merek Melalui Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi pada PT. Pos Indonesia(Persero)). Diponegoro Journal of Management, 7(1), 1–13. http://ejournal-s1.undip.ac.id/index.php/dbr
Hair, J., F, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (MVDA). In Pharmaceutical Quality by Design: A Practical Approach. https://doi.org/10.1002/9781118895238.ch8
Hasan Ubaidillah, U. (2020). Analisa Faktor Kualitas Pelayanan, Harga, Fasilitas Dan Kepercayaan Terhadap Loyalitas Konsumen. Wahana, 72(1), 1–6. https://doi.org/10.36456/wahana.v72i1.2363
Huda, O. K., & Nugroho, A. T. (2020). Pengaruh Word of Mouth dan Citra Merek Terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek. Jurnal Pengembangan Wiraswasta, 22(02), 141. https://doi.org/10.33370/jpw.v22i02.436
Ibrahim, M., & Thawil, S. M. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175–182. https://doi.org/10.36226/jrmb.v4i1.251
Irwanto, B. R., & Wulandari. (2019). The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty. 20, 85–94. https://doi.org/10.2991/insyma-19.2019.31
Karani, L. M., Syah, T. Y. R., & Anindita, R. (2019). Influence of Service Quality and Customer Satisfaction on Customer Loyalty in Restaurants of the Tangerang Area. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8), 142–147. https://doi.org/10.18551/rjoas.2019-08.15
Kasus, S., Pasar, D., & Solo, G. (2019). Edunomika t Vol. 03, No. 02 (Agustus 2019). 03(02), 493–500.
Keller, K. L. (2013). Strategic Brand Management. In Identity-Based Brand Management. https://doi.org/10.1007/978-3-658-13561-4_3
Kittur, P., & Chatterjee, S. (2021). Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing, 36(1), 17–30. https://doi.org/10.1108/JBIM-06-2019-0284
Kotler, P. (2005). Principles of Marketing. In The Economic Journal (Vol. 38, Issue 151). https://doi.org/10.2307/2224326
Kotler, P., & Armstrong, G. (2005). Principles of Marketing. In The Economic Journal (Vol. 38, Issue 151). https://doi.org/10.2307/2224326
Kristianto, A. D., & Wahyudi, T. A. (2019). Pengaruh citra merek, persepsi kualitas produk dan persepsi harga pada kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(2), 117–126. https://doi.org/10.36407/jmsab.v2i2.74
Laili, R. R., & Canggih, C. (2021). Pengaruh Kualitas Produk, Citra Merek, Dan Label Halal Terhadap Kepuasan Konsumen Produk Body Lotion Citra (Studi Kasus Mahasiswa Surabaya). Jurnal Ekonomi Syariah Teori Dan Terapan, 8(6), 743. https://doi.org/10.20473/vol8iss20216pp743-756
Lee, S., Sun, K. A., Wu, L. (Laurie), & Xiao, Q. (2018). A Moderating Role of Green Practices on the Relationship between Service Quality and Customer Satisfaction: Chinese Hotel Context. Journal of China Tourism Research, 14(1), 42–60. https://doi.org/10.1080/19388160.2017.1419897
Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628–641. https://doi.org/10.1080/15378020.2018.1524227
Mal, L. H., Gede, I., & Mertayasa, A. (2018). Traveloka.Com Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomika Dan Humaniora Universitas Dhyana Pura Bali. Jurnal Ekonomi Dan Pariwisata, 13(1), 63–73.
Medinna, G., & Hasbi, I. (2020). Pengaruh Brand Credibility, Brand Personality, Dan Endorsement Beauty Vlogger Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intevening (Studi Kasus Pada Konsumen Produk Make Over Bandung). Menara Ekonomi : Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 6(1), 37–46.
Moraes, F., Yang, J., Zhang, R., & Murdock, V. (2020). The role of attributes in product quality comparisons. CHIIR 2020 - Proceedings of the 2020 Conference on Human Information Interaction and Retrieval, October 2019, 253–262. https://doi.org/10.1145/3343413.3377956
Oktadiani, & Dinar, O. (2020). Pengaruh Kualitas Produk dan Citra Merek Terhadap Loyalitas Pelanggan dan Kepuasan Pelanggan Pada Fast Fhasion Uniqlo di Tunjungan Plaza Mall. Jurnal Ilmu Dan Riset Manajemen, 9(1), 1–21.
Oktavianti, S. (2019). Analisis Tingkat Kualitas Produk dan Tingkat Pelayanan Kentucky Fried Chicken (KFC) Cabang Palembang Trade Centre. Jurnal Manajemen Dan Bisnis Sriwijaya, 16(4), 203–211. https://doi.org/10.29259/jmbs.v16i4.7666
Pranata, A., Yanuar, T., Syah, R., & Anindita, R. (2020). Interpersonal Trust Impact on Moderate Customer Satisfaction by Product Quality and Brand Image. Journal of Multidisciplinary Academic, 4(1).
Putri, Y. M., Utomo, H., & Mar’ati, F. S. (2021). Pengaruh Kualitas Pelayanan, Lokasi, Harga Dan Digital Marketing Terhadap Loyalitas Konsumen Di Grand Wahid Hotel Salatiga. Among Makarti, 14(1), 93–108. https://doi.org/10.52353/ama.v14i1.206
Rahmah, R. C. (2015). Analisis Citra Madrasah Dan Kualitas Layanan Pendidikan Terhadap Kepuasan Orang Tua Serta Implikasinya Pada Loyalitas Orang Tua Siswa Di Madrasah Ibtidaiyah Negeri 13 Jakarta. Syria Studies, 7(1), 37–72. https://www.researchgate.net/publication/269107473_What_is_governance/link/548173090cf22525dcb61443/download%0Ahttp://www.econ.upf.edu/~reynal/Civilwars_12December2010.pdf%0Ahttps://thinkasia.org/handle/11540/8282%0Ahttps://www.jstor.org/stable/41857625
Rakhmat Romadhan, M., Indriastuty, I., & C. Prihandoyo. (2019). E-Service Quality Kepuasan Konsumen Melalui E-Commerce Terhadap Loyalitas Konsumen. Jurnal GeoEkonomi, 10(2), 150–163. https://doi.org/10.36277/geoekonomi.v10i2.90
Roellyanti, M. V. (2019). Citra Perusahaan, Kualitas Pelayanan dan Kepercayaan Merek Terhadap Kepuasan Konsumen Maskapai Lion Air. Jurnal Manajemen Dirgantara Vol. 12. No. 2, 12(2), 43–50.
Rosalina, M., Qomariah, N., & Sari, M. I. (2019). Dampak Promosi, Harga dan Kualitas Produk terhadap Loyalitas Konsumen Oppo Smartphone. Jurnal Penelitian IPTEKS, 4(2), 161–174.
Santosa, J., Mahendra, D., & Haryanto, A. T. (2021). Building Service Quality and Trust in Loyalty with Satisfaction as a Mediator at Bank Syariah Mandiri Solo. 8(1), 10–17.
Sigit, K. N., & Soliha, E. (2017). Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Nasabah. Jurnal Keuangan Dan Perbankan, 21(1), 157–168. https://doi.org/10.26905/jkdp.v21i1.1236
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Subarto, S., & Kurniawaty, E. (2021). Kepuasan Pelanggan Ditinjau Dari Kualitas Pelayanan Dan Kualitas Produk Di Kopi Kenangan Cabang RS. Mayapada Lebak Bulus Jakarta Selatan. KREATIF : Jurnal Ilmiah Prodi Manajemen Universitas Pamulang, 9(2), 94. https://doi.org/10.32493/jk.v9i2.y2021.p94-100
Sudirman, A., Halim, F., & Pinem, R. J. (2020). Kepercayaan Sebagai Pemediasi Dampak Citra Merek dan Harga Terhadap Kepuasan Konsumen Gojek. Jurnal Pemasaran Kompetitif, 3(3), 66. https://doi.org/10.32493/jpkpk.v3i3.4822
Sugiyono. (2019). “Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&d dan Penelitian Pendidikan).”
Sukmawati, I., & Massie, J. D. (2015). Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Pada PT Air Manado The Effects Of Service Quality Mediated By Customer Satisfaction And Trust Toward Customer Loyalty In PT Air. Jurnal EMBA, 3(3), 729–742.
Sulibhavi, B. (2017). the Impact of Brand Image on Customer’S Loyalty Towards Private Label Brands: the Mediating Effect of Satisfaction. Hubli-Dharwad Conglomerate City of Karnataka. International Journal of Marketing & Financial Management, 5(8), 43–50. www.arseam.com
Syamsu Marlin. (2017). Analisis Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan Layanan Data 4g : Studi Kasus Pt . Internux. O P E R A T I O N S E X C E L L E N Ce, 9(2), 173–188.
Widayatma, C. P., & Lestari, S. P. (2018). Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Rifa Kuliner Kendal). Serat Acitya – Jurnal Ilmiah UNTAG Semarang, 7(3), 25–38. https://doi.org/ISSN:2302-2752, Vol. 7 No. 3, 2018
Xu, L., Blankson, C., & Prybutok, V. (2017). Relative contributions of product quality and service quality in the automobile industry. Quality Management Journal, 24(1), 21–36. https://doi.org/10.1080/10686967.2017.11918498
Yanto, A. F. (2018). Analisis Pengaruh Kualitas Layanan Terhadap Loyalitas Konsumen Dengan Kepuasan Sebagai Variabel Intervening Pada Pengguna Jasa Kereta Api Di Kabupaten Purworejo. Jurnal Ekonomi Teknik Informatika, 1(2), 71–85.
Yunaida, E. (2017). Pengaruh Brand Image (Citra Merek) terhadap Loyalitas Konsumen Produk Oli Pelumas Evalube di Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(2), 798–807. https://doi.org/10.33059/jmk.v6i2.685
