PENGARUH PERCEIVED VALUE TERHADAP LOYALITAS DENGAN VARIABEL KEPUASAN KONSUMEN SEBAGAI VARIABEL MODERASI PADA UMKM DI SUMATERA UTARA

Muhammad Ali Akbar; Irvan Relyesh  Situmorang

doi:10.38043/jids.v5i2.3167

Authors

Muhammad Ali Akbar Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Irvan Relyesh Situmorang Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.38043/jids.v5i2.3167

Keywords:

Perceived Value, Kepuasan Konsumen, Loyalitas

Abstract

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

Downloads

Download data is not yet available.

References

Aryani, D., & Rosinta, F. (2011). Pengaruh kualitas layanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan. Bisnis & Birokrasi Journal, 17(2).

Assael, H. (1992). Consumer Behavior and Marketing Action, Boston. MA: Pws-Kent Publishing Company.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.

Chocarro, R., Cortiñas, M., & Villanueva, M. L. (2015). Customer heterogenity in the development of e-loyalty. Journal of Research in Interactive Marketing.

Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.

Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.

Doherty, S., & Nelson, R. (2008). Customer loyalty to food retailers in Northern Ireland:‘devoted loyals’ or ‘promiscuous switchers’? International Journal of Consumer Studies, 32(4), 349–355.

Ehrenberg, A. S. C., Goodhardt, G. J., & Barwise, T. P. (1990). Double jeopardy revisited. Journal of Marketing, 54(3), 82–91.

El-Manstrly, D. (2016). Enhancing customer loyalty: critical switching cost factors. Journal of Service Management.

Floh, A., Zauner, A., Koller, M., & Rusch, T. (2014). Customer segmentation using unobserved heterogeneity in the perceived-value--loyalty--intentions link. Journal of Business Research, 67(5), 974–982.

Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452.

Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 1(1), 1–22.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model European Journal of Marketing. Bradford.

Kahn, B. E., Kalwani, M. U., & Morrison, D. G. (1986). Measuring variety-seeking and reinforcement behaviors using panel data. Journal of Marketing Research, 23(2), 89–100.

Kandampully, J., & Tingting (christina) Zhang. (2016). Article information?: Customer Loyalty: A Review and Future Directions With A Special Focus on The Hospitality Industry.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 31, 22–31.

Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311.

Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.

Oliver, R. L., & Satisfaction, L. (2018). A Behavioral Perspective on the Consumer. 1997. New York ? NY: Irwin-McGraw-Hill.

Pritchard, M. P., & Howard, D. R. (1997). The loyal traveler: Examining a typology of service patronage. Journal of Travel Research, 35(4), 2–10.

Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. International Journal of Retail & Distribution Management.

Sheth, S. N. (1983). An integrative theory of patronagepreferenceandbehavior. InW. R. DardenandR. F. Lusch (Eds.), Patronage behaviorand retail management (pp. 25-28). Amsterdam: North-Holland.

Tam, J. L. M. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of Marketing Management, 20(7–8), 897–917.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799–822.

Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67–85.