PENGARUH PERCEIVED VALUE TERHADAP LOYALITAS DENGAN VARIABEL KEPUASAN KONSUMEN SEBAGAI VARIABEL MODERASI PADA UMKM DI SUMATERA UTARA
Keywords:Perceived Value, Kepuasan Konsumen, Loyalitas
This study aims to 1) analyze the direct effect of the perceived value variable on loyalty; 2) Analyzing the direct influence of consumer satisfaction variables on loyalty; 3) Analyzing the moderating of consumer satisfaction variables between perceived value and loyalty. This study uses 211 individual MSME actors spread across North Sumatra. After the data was analyzed using SEM-PLS, the results showed that the perceived value variable positively and significantly affected the loyalty (? = 0.476, p = 0.000). Furthermore, the variable of consumer satisfaction also has a significant influence with a positive direction on the loyalty variable (? = 0.288, p = 0.000). In terms of moderation, it is also known that the variable of consumer satisfaction moderates the perceived value variable in its influence on consumer loyalty (? = 0.443, p = 0.000). Based on the study results, the researchers suggest that business actors, especially MSMEs, pay attention to and increase perceived value so that consumer satisfaction can grow, which will have an impact on expanding consumer loyalty, so that repeat purchases continue to occur.
Keywords: Perceived Value, Consumer Satisfaction, Loyalty
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