PERAN KEPUASAN DAN KEPERCAYAAN DALAM MEMEDIASI PENGARUH LOGISTIC SERVICE QUALITY DAN POLICY SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN E-GROCERY BERBASIS DARK STORE SEGARI
DOI:
https://doi.org/10.22437/jmk.v14i2.41089Abstract
Penelitian ini bertujuan untuk mengidentifikasi pengaruh Logistic Service Quality (LSQ) dan Policy Service Quality (PSQ) terhadap kepuasan, kepercayaan, dan loyalitas pelanggan dalam konteks e-grocery berbasis dark store Segari. Penelitian ini juga mengevaluasi peran mediasi kepuasan dan kepercayaan pelanggan dalam hubungan antara LSQ, PSQ, dan loyalitas pelanggan. Data dikumpulkan melalui survei online dengan 362 responden di wilayah JADETABEK menggunakan skala Likert 5 poin. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan AMOS. Hasil penelitian menunjukkan bahwa LSQ dan PSQ berpengaruh positif terhadap kepuasan dan kepercayaan pelanggan, namun tidak berpengaruh signifikan terhadap loyalitas. Kepuasan dan kepercayaan pelanggan juga tidak memediasi hubungan LSQ dan PSQ dengan loyalitas pelanggan. Penelitian ini merekomendasikan peningkatan kualitas layanan logistik dan kebijakan yang lebih responsif untuk meningkatkan loyalitas pelanggan.
Kata Kunci: Logistic Service Quality, Policy Service Quality, Kepuasan Pelanggan, Kepercayaan Pelanggan, Loyalitas Pelanggan
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