Faktor-faktor yang Memengaruhi Loyalitas Penggunaan Jasa Layanan Pengiriman Kargo di Indonesia
DOI:
https://doi.org/10.37385/msej.v5i2.6276Keywords:
Kualitas Layanan Logistik, Kepuasan Konsumen, Loyalitas KonsumenAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan logistik yang terdiri atas konstruk dimensi kualitas operasional, kualitas sumber daya, kualitas informasi, kualitas kontak personel, serta kualitas kustomisasi dan inovasi terhadap loyalitas konsumen, dengan kepuasan konsumen sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data primer melalui kuesioner online berupa google form yang disebarkan kepada responden yang memiliki pengalaman mengirim barang dengan menggunakan layanan kargo dari perusahaan ekspedisi kurir. Aplikasi Smart PLS 4 digunakan untuk melakukan analisis data dan menguji hubungan antar variabel. Hasil penelitian mengindikasikan bahwa resources quality, personnel contact quality, dan customization and innovation quality berpengaruh positif dan signifikan terhadap customer satisfaction, tetapi customer satisfaction hanya berperan sebagai mediator resources quality dan personnel contact quality terhadap customer loyalty. Operational quality dan information quality tidak berpengaruh positif dan signifikan terhadap customer satisfaction, begitupun customer satisfaction gagal memediasi operational quality, information quality, dan customization and innovation quality terhadap customer loyalty. Temuan ini menekankan pentingnya upaya peningkatan kualitas operasional dan informasi untuk meningkatkan kepuasan dan loyalitas pelanggan di tengah persaingan yang ketat dalam industri ekspedisi kurir.
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