Peran Kepuasan Pelanggan dalam Mediasi Pengalaman Merek dan Kualitas Produk terhadap Loyalitas Merek
Kata Kunci:
Pengalaman Merek, Kualitas Produk, Kepuasan Pelanggan, Loyalitas Merek, iPhoneAbstrak
Penelitian ini mengkaji peran mediasi kepuasan pelanggan dalam hubungan antara pengalaman merek dan kualitas produk terhadap loyalitas merek di kalangan mahasiswa pengguna iPhone di Jakarta. Dengan menggunakan pendekatan kuantitatif melalui metode survei, data dikumpulkan melalui kuesioner online dari responden yang dipilih secara purposif. Analisis data dilakukan menggunakan Structural Equation Modeling dengan Partial Least Squares. Hasil penelitian mengungkapkan bahwa baik pengalaman merek maupun kualitas produk secara signifikan berpengaruh positif terhadap kepuasan pelanggan. Selain itu, pengalaman merek, kualitas produk, dan kepuasan pelanggan juga menunjukkan pengaruh positif yang signifikan terhadap loyalitas merek. Kepuasan pelanggan terbukti memediasi secara parsial hubungan antara pengalaman merek dan kualitas produk dengan loyalitas merek. Model penelitian ini menunjukkan kemampuan prediksi yang kuat untuk kedua variabel kepuasan pelanggan dan loyalitas merek. Temuan ini memberikan implikasi praktis yang berharga bagi perusahaan untuk mengembangkan strategi pemasaran yang berfokus pada peningkatan pengalaman merek dan kualitas produk guna meningkatkan kepuasan dan loyalitas pelanggan, khususnya pada segmen mahasiswa.
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