PENGARUH NILAI PELANGGAN DAN KEPERCAYAAN PELANGGAN TERHADAP KESETIAAN PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI INTERVENING KEPADA PELANGGAN MEREK AEROSTREET DI YOGYAKARTA

Authors

  • Jesy Noraini Universitas Sarjanawiyata Tamansiswa
  • Muinah Fadhilah Universitas Sarjanawiyata Tamansiswa
  • Agus Dwi Cahya Universitas Sarjanawiyata Tamansiswa

DOI:

https://doi.org/10.22437/jmk.v14i2.42288

Abstract

Aerostreet merupakan salah satu merek sepatu lokal asal klaten yang berhasil menarik perhatian konsumen di Indonesia melalui strategi branding yang unik. Penelitian ini bertujuan untuk mengetahui pengaruh customer value dan customer trust terhadap customer loyalty melalui customer satisfaction sebagai intervening kepada pelanggan brand Aerostreet di yogyakarta. Penelitian ini menggunakan metode kuantitatif, dengan purposive sampling, sampel dalam penelitian ini berjumlah 120 responden. Teknik pengumpulan data menggunakan kuesioner dan alat uji partial least square (PLS). Hasil penelitian menunjukkan bahwa customer value tidak signifikan terhadap customer loyalty, customer trust signifikan terhadap customer loyalty, customer value berpengaruh signifikan terhadap customer satisfaction, customer trust berpengaruh signifikan terhadap customer satisfaction, customer satisfaction berpengaruh signifikan terhadap  customer loyalty, customer value berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction, customer trust berpengaruh signifikan terhadap customer loyalty melalui customer satisfaction. Kepercayaan pelanggan lebih tinggi terhadap kepuasan pelanggan. Aerostreet dapat memperkuat interaksi dengan konsumen seperti mengajak pelanggan foto outfit bersama produk Aerostreet di media sosial dengan hastag khusus.

Kata Kunci : customer value, customer trust, customer satisfaction, customer loyalty

Abstrak

Aerostreet is one of the local shoe brands from Klaten that has succeeded in attracting the attention of consumers in Indonesia through a unique branding strategy. This study aims to determine the effect of customer value and customer trust on customer loyalty through customer satisfaction as intervening for Aerostreet brand customers in Yogyakarta. This study uses quantitative methods, with purposive sampling, the sample in this study amounted to120 respondents. Data collection techniques using questionnaires and partial least square (PLS) test tools. The results showed that customer value is not significant to customer loyalty, customer trust is significant to customer loyalty, customer value has a significant effect on customer satisfaction, customer trust has a significant effect on customer satisfaction, customer satisfaction has a significant effect on customer loyalty, customer value has a significant effect on customer loyalty through customer satisfaction, customer trust has a significant effect on customer loyalty through customer satisfaction. Customer trust is higher on customer satisfaction. Aerostreet can strengthen interactions with consumers such as inviting customers to take outfit photos with Aerostreet products on social media with special hastags.

 

 

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Published

2025-06-08

How to Cite

Noraini, J., Fadhilah, M., & Cahya, A. D. (2025). PENGARUH NILAI PELANGGAN DAN KEPERCAYAAN PELANGGAN TERHADAP KESETIAAN PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI INTERVENING KEPADA PELANGGAN MEREK AEROSTREET DI YOGYAKARTA. Jurnal Manajemen Terapan Dan Keuangan, 14(2), 533–543. https://doi.org/10.22437/jmk.v14i2.42288

Issue

Vol. 14 No. 2 (2025): Jurnal Manajemen Terapan dan Keuangan

Section

Article

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Copyright (c) 2025 Jesy Noraini, Muinah Fadhilah, Agus Dwi Cahya

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