Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Kualitas Produk terhadap Loyalitas Pelanggan pada Produk Herbalife di Ayen's Club

Abstract

Penelitian ini bertujuan untuk menguji pengaruh (1) kualitas produk terhadap kepuasan pelanggan, (2) kualitas produk terhadap loyalitas pelanggan, (3) kepuasan pelanggan terhadap loyalitas pelanggan, (4) kepuasan pelanggan memediasi pengaruh kualitas produk terhadap loyalitas pelanggan. Desain penelitian yang digunakan adalah kuantitatif kausal. Subjek penelitian ini adalah pelanggan produk Herbalife di Ayen’s Club dan objeknya adalah kualitas produk, kepuasan pelanggan dan loyalitas pelanggan. Pengambilan sampel dengan purposive sampling sebanyak 90 responden. Data dikumpulkan dengan kuesioner dan dokumentasi kemudian dianalisis dengan analisis jalur. Hasil penelitian menunjukkan bahwa, (1) kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (2) kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (3) kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (4) kepuasan pelanggan secara signifikan memediasi parsial pengaruh kualitas produk terhadap loyalitas pelanggan.
Kata Kunci : kepuasan pelanggan, kualitas produk, loyalitas pelanggan

This study aims to examine the effect of (1) product quality on customer satisfaction, (2) product quality on customer loyalty, (3) customer satisfaction on customer loyalty, (4) customer satisfaction mediating the effect of product quality on customer loyalty. The research design used is causal quantitative. The subjects of this study were customers of Herbalife products at Ayen’s Club and the object was product quality, customer satisfaction and customer loyalty. Sampling with purposive sampling totaling 90 respondents. Data collected by questionnaire and documentation then analyzed by path analysis. The result of this study showed, (1) product quality had a positive and significant effect on customer satisfaction, (2) product quality had a positive and significant effect on customer loyalty, (3) customer satisfaction had a positive and significant effect on customer loyalty, (4) customer satisfaction was significantly mediates the partial influence of product quality on customer loyalty.
keyword : customer loyalty, customer satisfaction, product quality