Analisis Kepuasan Konsumen terhadap Loyalitas Konsumen dengan Dimoderasi oleh Faktor Harga dan Variasi Produk Makanan Sehat pada PT Melia Sehat Sejahtera

Amrin Mulia Utama Nasution

doi:10.34007/ebmsj.v3i1.346

Analisis Kepuasan Konsumen terhadap Loyalitas Konsumen dengan Dimoderasi oleh Faktor Harga dan Variasi Produk Makanan Sehat pada PT Melia Sehat Sejahtera

Amrin Mulia Utama Nasution

Abstract

Many providers in Indonesia currently have many products such as PT Melia Sehat Sejahtera. The success of product development has made PT Melia Sehat Sejahtera a well-known in Indonesia. The many awards this has won has made PT Melia Sehat Sejahtera always be number one thanks to the level of customer loyalty. Consumer loyalty according to behavioral understanding is consistent with repurchasing behavior as well as a measure of customer preference to repurchase and the tendency to switch to the product. Repurchase intention is strongly influenced by consumer satisfaction with a product. However, there are two studies which state that it has a negative effect on consumer loyalty, so that a moderating variable appears. This research was tested on 133 respondents who then collected the data and tested its feasibility. After the feasibility test, a data analysis test was carried out using SEM (regression) with the help of the SmartPLS program. This study resulted in the following conclusions 1) The strong role of consumer satisfaction (93%) on consumer loyalty at PT Melia Sehat Sejahtera, because PT Melia Sehat Sejahtera is a highly recommended place to eat with its food choices, PT Melia Sehat Sejahtera is also easy to get, with many branches in each region make it easier for consumers to buy PT Melia Sehat Sejahtera products. 2) Consumer satisfaction which is moderated by the price of PT Melia Sehat Sejahtera's products has a relatively small effect (1%) on consumer loyalty and price can also play a direct negative role (-1.3%) on consumer loyalty. This is because the price is competitive compared to similar products. 3) The role of the relatively small level of consumer satisfaction (8%) is moderated by product variations on consumer loyalty at PT Melia Sehat Sejahtera and product variety can play a direct role on consumer loyalty by (5%). This is due to the lack of variety of PT Melia Sehat Sejahtera's products.

Keywords

price; consumer loyalty; level of customer satisfaction; product variety

Full Text:

PDF

References

Abi, Y. I. (2020). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT Melia Sehat Sejahtera Di Kota Bengkulu. Managament Insight: Jurnal Ilmiah Manajemen, 15(1), 95–107. https://doi.org/10.33369/insight.15.1.95-107

Artiza, D. D. (2021). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Kepuasan Konsumen terhadap Loyalitas Konsumen pada PDAM Tirta Ratu Samban. Jurnal Manajemen Modal Insani Dan Bisnis, 2(2), 146–155.

Botti, S. & Iyengar, S. S. (2006). he Dark Side of Choice: When Choice Impairs Social Welfare. Journal of Public Policy & Marketing, 25(1), 24–38.

Bowen, J. T., & Chen, S. L. (2001). The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 1(2), 213–217. https://doi.org/http://dx.doi.org/10.1108/09596110110395893

Chun, S. H., & Nyam-Ochir, A. (2020). The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation using DINESERV Scale. Sustainability (Switzerland), 12(18), 1–19. https://doi.org/10.3390/SU12187435

Hasibuan, E. J., Simanjorang, E. F. S., & Helvi, B. (2022). PENGARUH VARIASI PRODUK, HARGA, KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA RUMAH MAKAN HOLAT AFIFAH RANTAUPRAPAT KABUPATEN LABUHANBATU. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 202-216.

Junaidi, S., & Dharmmesta, B. S. (2002). Pengaruh ketidakpuasan konsumen, karakteristik kategori produk, dan kebutuhan mencari variasi terhadap keputusan perpindahan merek. Jurnal Ekonomi dan Bisnis Indonesia, 17(1), 91-104.

Kumalaningrum, F., & Widajanti, E. (2016). Analisis Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Moderasi (Studi Pada Konsumen CS Kopi Tubruk Surakarta). Jurnal Ekonomi dan Kewirausahaan, 16(2).

Maharany, R. A., & Santika, I. W. (2019). Peran Gender Sebagai Variabel Moderasi Dalam Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Doctoral dissertation, Udayana University).

Moon, Y. Z. dan H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Mdpi, 9(4), 1–16. https://doi.org/https://doi.org/10.3390/foods9040460

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460–469. https://doi.org/http://dx.doi.org/10.2307/3150499

Soelasih, Y. (2017). Kepuasan Konsumen Tidak Selalu Membentuk Loyalitas. Jurnal Manajemen, 21(3), 363. https://doi.org/10.24912/jm.v21i3.257

Swastha, B. & I. (2008). Manajemen Pemasaran Modern (kedua). Kemerdekaan.

Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. Journal of Asian Finance, Economics and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481

Woen, N. G., & Santoso, S. (2021). Pengaruh Kualitas Layanan, Kualitas Produk, Promosi, dan Harga Normal terhadap Kepuasan dan Loyalitas Konsumen. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(2), 146-163.

DOI: https://doi.org/10.34007/ebmsj.v3i1.346