Pengaruh Kualitas Pelayanan, Citra Merek, dan Harga Terhadap Loyalitas Konsumen yang dimediasi oleh Kepuasan Konsumen pada Jasa Pengiriman J&T Ekspres di Kabupaten Tanah Laut

M. Syahputra

doi:10.53697/emak.v7i1.3616

Authors

M. Fadly Syahputra Politeknik Negeri Tanah Laut

DOI:

https://doi.org/10.53697/emak.v7i1.3616

Keywords:

Kualitas Pelayanan, Citra Merek, Harga, Loyalitas Konsumen, Kepuasan Konsumen

Abstract

Tujuan riset ini ialah guna menguji bagaimana dampak kualitas pelayanan, citra merek serta harga pada loyalitas konsumen dan kepuasan konsumen terhadap jasa pengiriman J&T Ekspres di Kabupaten Tanah Laut. Riset berikut menggunakan peralatan analisis statistik Statistical Packages for the Social Sciences (SPSS). Adapun populasi penelitian merupakan pengguna layanan pengiriman/konsumen J&T Ekspres di Kabupaten Tanah Laut serta teknik sampling yang dipakai yakni purposive sampling. Banyaknya sampel riset ialah sejumlah 100 sampel. Hasil riset memaparkan bahwasanya citra merek, kualitas pelayanan, serta harga signifikansinya berdampak pada loyalitas konsumen serta kepuasan konsumen. Selanjutnya kualitas pelayanan, harga, serta citra merek signifikansinya berdampak pada loyalitas konsumen lewat mediasi kepuasan konsumen secara parsial.

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