Pengaruh Service Quality dan Customer Experience terhadap Brand Loyalty dengan Mediasi Customer Satisfaction pada Jasa Perawatan Sepatu
Main Article Content
Abstract
Di tengah pesatnya pertumbuhan industri jasa perawatan sepatu, persaingan yang semakin ketat menuntut penyedia layanan untuk memahami faktor-faktor kunci yang mendorong loyalitas merek pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan pengalaman pelanggan terhadap loyalitas merek, dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.0 dan melibatkan responden pengguna jasa perawatan sepatu profesional. Hasil penelitian menunjukkan bahwa pengalaman pelanggan berpengaruh positif dan signifikan terhadap loyalitas merek (koefisien 0,241) dan kepuasan pelanggan (koefisien 0,802). Kualitas layanan terbukti signifikan terhadap kepuasan pelanggan (koefisien 0,802), namun tidak signifikan terhadap loyalitas merek. Sementara itu, kepuasan pelanggan berpengaruh signifikan terhadap loyalitas merek (koefisien 0,524). Analisis mediasi menunjukkan bahwa kepuasan pelanggan memediasi pengaruh pengalaman pelanggan terhadap loyalitas merek, namun tidak memediasi pengaruh kualitas layanan. Temuan ini menegaskan bahwa pengalaman pelanggan memainkan peran yang lebih dominan dalam membentuk loyalitas merek dibandingkan kualitas layanan. Penelitian ini memberikan kontribusi praktis dalam penyusunan strategi peningkatan loyalitas pelanggan, khususnya dengan menekankan pentingnya pengalaman layanan yang menyeluruh dan memuaskan di industri jasa perawatan sepatu.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abdulaziz, T., Ammar, S., Ahmed, M. A. E., Zeina, M., & Elwardany, W. (2023). Service quality in tourism and hospitality industry and tourist destination loyalty post-COVID-19: The role of tourism destination image and tourist trust. The International Journal of Tourism and Hospitality Studies, 5(1), 26–50. https://doi.org/10.21608/ijthsx.2023.211274.1057
Agustiono, A., Listyorini, S., & Nugraha, H. S. (2022). Pengaruh customer experience terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (Studi pada masyarakat Semarang pengguna LinkAja). Jurnal Ilmu Administrasi Bisnis, 11(2), 244–256. https://doi.org/10.14710/jiab.2022.34564
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101923. https://doi.org/10.1016/j.jretconser.2019.01.016
Ali, D., Alam, M., & Bilal, H. (2021). The influence of service quality, price and environment on customer loyalty in the restaurant industry: The mediating role of customer satisfaction. Journal of Accounting and Finance in Emerging Economies, 7(1), 143–154.
Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: The mediating role of customer experience. Cogent Business & Management, 11(1), 2364838. https://doi.org/10.1080/23311975.2024.2364838
Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
Cui, J. (2025). Service quality and digital transformation: A SERVQUAL-based study of Chinese e-commerce industry with human-AI interaction as a moderating variable. Journal of Global Economic Insights, 1(1), 38–49. https://doi.org/10.13140/RG.2.2.10873.58725
Damanik, I. H. B., Fadli, & Situmorang, S. H. (2023). The effect of customer experience on customer loyalty through customer satisfaction to users of transportation services online in Medan City. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration, 3(4), 1090–1094. https://doi.org/10.54443/ijebas.v3i4.981
Devi, A. A. D. T., & Yasa, N. N. K. (2021). 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
Dutta, K., & Abrol, D. (2017). Examining the impact of customer experience in apparel stores. International Journal of Academic Research and Development, 6(12), 116–122.
Fatima, H., Carvalho, H. de, Saldanha, E. D. S., & Amaral, A. M. (2020). The mediation effects of customer satisfaction on the relations between product price, service quality and purchasing decision. Timor Leste Journal of Business and Management, 2(2), 14–26. https://doi.org/10.51703/bm.v2i2.18
Fauzi, M. A. (2022). Partial least square structural equation modelling (PLS-SEM) in knowledge management studies: Knowledge sharing in virtual communities. Knowledge Management & E-Learning, 14(1), 103–124.
Femina, E. P., & Santhi, P. (2024). Effects of perceived value dimensions on customer brand loyalty towards luxury cars. Rajagiri Management Journal, 18(4), 274–286. https://doi.org/10.1108/ramj-01-2024-0006
Fullerton, G. (2005). The service quality–loyalty relationship in retail services: Does commitment matter? Journal of Retailing and Consumer Services, 12(2), 99–111. https://doi.org/10.1016/j.jretconser.2004.04.001
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Gürbüz, S., & Bayık, M. E. (2021). A new approach for mediation analysis: Is Baron and Kenny’s method still valid? Turkish Journal of Psychology, 36(88), 15–19. https://doi.org/10.31828/tpd1300443320191125m000031
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hidayah, A., & Zaini, A. (2024). Pengaruh pengalaman pelanggan dan kepercayaan terhadap loyalitas pelanggan. Jurnal Manajemen dan Bisnis, 12(1), 25–37.
Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-015-0460-7
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167–175. https://doi.org/10.1016/j.jairtraman.2014.10.001
Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality: Measurement, dimensions and model. International Journal of Management Studies, 25(1), 1–15.
Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh experiential marketing terhadap loyalitas pelanggan ritel di Indonesia. Widyakala: Journal of Pembangunan Jaya University, 7(1), 28–38. https://doi.org/10.36262/widyakala.v7i1.277
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability, 13(21), 12029. https://doi.org/10.3390/su132112029
Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317–330. https://doi.org/10.1016/j.jretai.2004.10.007
Kurniawan, A., Hidayatun, U. S., Tasrim, Jayanti, A., Septyarini, E., & Sudibyo, T. D. (2025). Enhancing customer loyalty: The role of service quality in customer satisfaction. Journal of Lifestyle and SDG’s Review, 5(2), 1–25. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n02.pe04412
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Liu, W. K., Lee, Y. S., & Hung, L. M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146–162. https://doi.org/10.1080/15378020.2016.1201644
Lyman, R. A., Susan, M., & Istiharini, I. (2023). Peran customer satisfaction sebagai mediator dalam hubungan antara brand experience dan brand loyalty. Jurnal Manajemen Maranatha, 23(1), 109–122. https://doi.org/10.28932/jmm.v23i1.7676
Marcella, K. W. H., & Widagdo, H. (2019). Strategi meningkatkan kepuasan pelanggan pada Manggang Grilled Beef Bowl Palembang. Jurnal Ilmiah Ekonomi dan Bisnis, 15(1), 37–48.
Martínez-López, F. J., Anaya-Sánchez, R., Aguilar-Illescas, R., & Molinillo, S. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004
Martinez-Ruiz, M. P., Blazquez-Resino, J. J., Aguilar-Illescas, R., & Tajvidi, R. (2024). Building loyalty in the fast fashion market: The key role of customer brand identification. Journal of Global Fashion Marketing, 15(2), 101–120. https://doi.org/10.1080/20932685.2024.2396620
Manyanga, W., Makanyeza, C., & Muranda, Z. (2022). The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics. Cogent Business & Management, 9(1), 2082015. https://doi.org/10.1080/23311975.2022.2082015
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Mukarromah, A., Iswati, I., & Pranata, E. (2024). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Tanjung Decoration. Jurnal Ekonomi, Akuntansi, dan Perpajakan, 1(3), 258–272. https://doi.org/10.61132/jeap.v1i3.332
Nguyen, V. T. K. D. (2021). Business dissertation: Consumer satisfaction and loyalty. Figshare. https://doi.org/10.6084/m9.figshare.17089454
Noor, I., Alhidayatullah, & Amal, M. K. (2023). Dimensions of service quality in influencing customer satisfaction. Adpebi International Journal of Multidisciplinary Sciences, 2(2), 189–197.
Ntlantsana, N., Boshoff, L., & Hermann, U. P. (2023). The influence of customer experience dimensions on satisfaction: A case of car rental services. African Journal of Hospitality, Tourism and Leisure, 12(3), 927–938. https://doi.org/10.46222/ajhtl.19770720.408
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Pratama, R., & Adriyanto, A. T. (2023). Pengaruh customer experience dan customer value terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (Studi pada pelanggan di Bengkel Ravi Motor Juwana-Pati). Jurnal Bisnis dan Manajemen, 10(2), 241–250.
Prentice, C., & Nguyen, M. (2020). Engaging and retaining customers with AI and employee service. Journal of Retailing and Consumer Services, 56, 102186. https://doi.org/10.1016/j.jretconser.2020.102186
Qian, D. (2025). Adapting the SERVQUAL model for East Asian contexts: A study of consumer expectations and satisfaction. Journal of Global Economic Insights, 1(1), 50–67. https://doi.org/10.71204/p6ceaa34
Rakhmawati, H., & Tuti, M. (2023). Brand experience affects brand attitude, brand attachment, brand satisfaction, and brand loyalty on customer Make Over. Jurnal Dinamika Manajemen, 14(1), 124–136. https://doi.org/10.15294/jdm.v14i1.41488
Ramdhanty, A. R., & Muslim, M. (2024). The influence of service quality, customer trust and customer satisfaction on customer loyalty for laundry services. International Journal of Management, 2(1), 31–42.
Ray, E. L., Wirya Artha, I. N., & Dewi, E. K. (2021). Analisis pengaruh customer experience terhadap loyalitas pelanggan. Jurnal Manajemen Industri dan Logistik, 5(2), 85–92. https://doi.org/10.30988/jmil.v5i2.724
Rojuaniah, R., Savira, K. P., Syah, T. Y. R., Havidz, I. L. H., & Winanta, T. T. (2024). Kualitas pelayanan, pengalaman, kepuasan, dan perilaku keluhan terhadap loyalitas pelanggan. Ekonomis: Journal of Economics and Business, 8(1), 329–340. https://doi.org/10.33087/ekonomis.v8i1.1386
Romero, A., & Criscione-Naylor, N. (2023). Identifying brand loyalty requirements by generations for organizational success and renewability. International Journal of Gaming, 3(1), 44–59.
Sani, I., Karnawati, T. A., & Ruspitasari, W. D. (2024). The impact of service quality on customer loyalty through customer satisfaction of PT Multicom Persada International Jakarta. Dinasti International Journal of Management Science, 5(3), 475–485.
Savari, M., Damaneh, H. E., & Cotton, M. (2023). Integrating the norm activation model and theory of planned behaviour to investigate farmer pro-environmental behavioural intention. Scientific Reports, 13(1), 1–14. https://doi.org/10.1038/s41598-023-32831-x
Setyorini, A. R., Ngatno, N., & Hidayat, W. (2022). Pengaruh kualitas pelayanan dan kesadaran merek terhadap niat beli ulang dengan kepuasan pelanggan sebagai mediator. Jurnal Ilmu Administrasi Bisnis, 11(4), 657–665. https://doi.org/10.14710/jiab.2022.35930
Shrestha, P. M. (2021). Impact of service quality on customer satisfaction and loyalty. Management Dynamics, 24(2), 71–80. https://doi.org/10.3126/md.v24i2.50041
Simanjuntak, Y., & Purba, P. Y. (2020). Peran mediasi customer satisfaction dalam customer experience dan loyalitas pelanggan. Jurnal Bisnis dan Manajemen, 7(2), 140–150. https://doi.org/10.26905/jbm.v7i2.4795
Widanti, A., Abdillah, W., & Murni, T. (2022). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap niat pembelian ulang pada konsumen Hypermart. Jurnal Ilmiah Manajemen, 17(2), 172–186.
Widyaningtyas, D. O., & Masreviastuti, M. (2023). Pengaruh word of mouth dan kualitas pelayanan terhadap keputusan pembelian dengan kepuasan pelanggan sebagai variabel mediasi. Jurnal Ilmu Administrasi Bisnis, 12(2), 246–258. https://doi.org/10.14710/jiab.2023.35214
Wirtz, J., & Zeithaml, V. A. (2018). Cost-effective service excellence. Journal of the Academy of Marketing Science, 46(1), 59–80. https://doi.org/10.1007/s11747-017-0560-7
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203