KEPUASAN PELANGGAN MEMPERKUAT PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS CV MERPATI CELEBES

  • Winda Sari Anggraeni Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • Bakhtiar Abbas Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • Nofal Supriaddin Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia

Keywords

Kualitas Produk, Kepuasan Pelanggan, Loyalitas Pelanggan, Moderasi, PLS-SEM

Abstract

Penelitian ini menganalisis pengaruh kualitas produk dan kepuasan pelanggan terhadap loyalitas serta menguji peran kepuasan pelanggan sebagai moderator pada CV Merpati Celebes. Pendekatan kuantitatif digunakan dengan 92 pelanggan sebagai responden dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa kualitas produk berpengaruh positif terhadap loyalitas (β=0,236; p=0,002) dan kepuasan pelanggan (β=0,726; p<0,001), sedangkan kepuasan pelanggan berpengaruh positif terhadap loyalitas (β=0,538; p<0,001). Interaksi kualitas produk dan kepuasan pelanggan juga signifikan (β=0,267; p=0,004), yang menunjukkan bahwa kepuasan pelanggan memperkuat hubungan kualitas produk dengan loyalitas. Model menjelaskan 52,7% variasi kepuasan pelanggan dan 74,5% variasi loyalitas. Kebaruan penelitian terletak pada reposisi kepuasan pelanggan bukan hanya sebagai outcome evaluatif, tetapi sebagai kondisi relasional yang memperkuat konversi persepsi kualitas menjadi loyalitas. Secara praktis, perusahaan perlu memperbaiki daya tahan produk sambil mempertahankan kesesuaian spesifikasi dan pengalaman pelanggan yang konsisten.

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2026-11-01