Wiwik Setianingsih, Indra Hastuti

Pengaruh Fasilitas Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Dealer Marcel Motor Andong Boyolali)

Introduction

Pengaruh fasilitas dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (studi kasus pada dealer marcel motor andong boyolali) . Studi kuantitatif ini menganalisis pengaruh fasilitas dan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan di Dealer Marcel Motor Andong Boyolali.

Abstract

Jenis penelitian ini adalah penelitian kuantitatif. Penelitian ini bertujuan untuk mengetahui pengaruh fasilitas dan kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Pengumpulan data pada penelitian ini menggunakan kuesioner (angket) yang diberikan kepada 97 responden pelanggan yang pernah datang dan menggunakan produk dan jasa serta purna jual beli secara aktif pada dealer marcel motor andong boyolali lebih 2 kali yang dipilih melalui teknik purposive sampling. Indikator dari penelitian ini sebanyak 22 butir pernyataan. Teknik analisis data yang digunakan adalah Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa Fasilitas berpengaruh signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan, fasilitas tidak berpengaruh dan tidak signifikan terhadap loyalitas pelanggan, kualitas pelayanan berpengaruh secara signifikan terhadap loyalitas pelanggan, Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, fasilitas mampu memediasi secara signifikan kepuasan pelanggan terhadap loyalitas pelanggan dan kualitas pelayanan mampu memediasi kepuasan terhadap loyalitas pelanggan.

Review

This quantitative study effectively investigates the intricate relationships between facilities, service quality, customer satisfaction, and customer loyalty within the context of a specific automotive dealer, Marcel Motor Andong Boyolali. Employing a well-defined research design, the authors utilized a questionnaire to gather data from 97 active customers, carefully selected through purposive sampling. The application of Partial Least Square (PLS) for data analysis is appropriate for this type of mediation model, allowing for a robust examination of both direct and indirect effects. The clear objective to understand how these factors influence customer loyalty, with customer satisfaction acting as an intervening variable, is well-articulated and directly addressed by the chosen methodology. The findings offer several significant insights. Crucially, the study reveals that both facilities and service quality significantly influence customer satisfaction. Furthermore, customer satisfaction itself emerges as a significant predictor of customer loyalty, highlighting its central role. Interestingly, while service quality directly impacts customer loyalty, facilities do not show a direct significant effect. However, the study importantly demonstrates that both facilities and service quality are capable of significantly mediating customer loyalty through customer satisfaction, underscoring that for facilities, their impact on loyalty is primarily indirect. These nuanced results provide valuable practical implications for the dealer, suggesting that efforts to improve facilities should primarily focus on enhancing customer satisfaction, which then translates to increased loyalty. While the study provides a solid contribution to understanding customer loyalty drivers in the automotive dealership context, there are avenues for further exploration. The focus on a single dealer in a specific region, while providing depth as a case study, may limit the generalizability of the findings to a broader population or different market segments. Future research could benefit from replicating this study across a larger and more diverse sample of dealerships, perhaps comparing performance across different brands or geographical locations to test the robustness of the relationships identified. Additionally, while the quantitative approach clearly establishes correlations, incorporating qualitative methods could offer deeper insights into the underlying reasons behind customer perceptions of facilities and why their impact on loyalty is predominantly indirect.

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