Peran Customer Trust Dalam Memediasi Dampak Customer Satisfaction Terhadap Customer Advocacy Pada Pelanggan Lovelyn kitchen karawang

Rahadyan Tajuddien, Ginanti Ajeng Pratiwi

Abstract


Penelitian ini bertujuan untuk menganalisis peran Customer Trust dalam memediasi dampak Customer Satisfaction terhadap Customer Advocacy pada pelanggan Lovelyn Kitchen Karawang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Sampel ditentukan menggunakan rumus Taro Yamane dengan jumlah 100 responden yang pernah membeli produk Lovelyn Kitchen Karawang. Teknik pengambilan sampel menggunakan Purposive Sampling. Data dianalisis melalui Structural Equation Modeling berbasis Partial Least Square (SmartPLS 4). Hasil penelitian menunjukkan bahwa Customer Satisfaction tidak memiliki dampak langsung terhadap Customer Advocacy. Namun Customer Satisfaction memiliki dampak langsung yang signifikan terhadap Customer Trust. Customer Trust juga secara signifikan berdampak langsung terhadap Customer Advocacy. Uji mediasi menunjukkan bahwa Customer Trust terbukti menjadi mediator yang signifikan dalam hubungan antara Customer Satisfaction dan Customer Advocacy. Penelitian ini memberikan wawasan bahwa dalam industri korean cake, customer satisfaction saja tidak cukup untuk menciptakan customer advocacy yang aktif, melainkan harus melalui pembentukan kepercayaan terlebih dahulu.

Full Text:

PDF

References


DAFTAR PUSTAKA

Karimah Frieda, “Eksistensi Korean Street Food Ramah Muslim Dalam Meningkatkan Kesejahteraan Umkm Di Kecamatan Kedungwuni Kabupaten Pekalongan,” Din. J. Manaj. Sos. Ekon., Vol. 2, No. 1, Pp. 20–28, 2022, Doi: 10.51903/Dinamika.V2i1.81.

G. Fullerton, “Creating Advocates: The Roles Of Satisfaction, Trust And Commitment,” J. Retail. Consum. Serv., Vol. 18, No. 1, Pp. 92–100, 2011, Doi: 10.1016/J.Jretconser.2010.10.003.

I. A. Suryono, A. Yacobus, And M. Y. F. Brigitta, “Amidst Covid – 19 Pandemic: How To Gain Customer Advocacy For Indonesian Online Marketplaces Selling Luxury Products?,” Rsf Conf. Ser. Business, Manag. Soc. Sci., Vol. 1, No. 3, Pp. 199–210, 2021, Doi: 10.31098/Bmss.V1i3.320.

Philip Kotler And Kevin Lane Keller, Marketing Management, 15th Global Edition, Vol. 22. 2016.

Josua Tarigan And Saarce Elsye Hatane, “The Influence Of Customer Satisfaction On Financial Performance Through Customer Loyalty And Customer Advocacy: A Case Study Of Indonesia’s Local Brand,” Kne Soc. Sci., Pp. 270–284., 2019.

C. Elizar, R. Indrawati, And T. Y. R. Syah, “Service Quality, Customer Satisfaction, Customer Trust, And Customer Loyalty In Service Of Paediatric Polyclinic Over Private H Hospital Of East Jakarta, Indonesia,” J. Multidiscip. Acad., Vol. 4, No. 2, Pp. 105–111, 2020.

F. Iram, A. Rashid, M. Mahboob Kh, And M. Noman Shaf, “Impact Of Customer Satisfaction On Customer Advocacy; Mediating Role Of Trust,” Asian J. Sci. Res., Vol. 12, No. 4, Pp. 488–495, 2019, Doi: 10.3923/Ajsr.2019.488.495.

M. N. Mulyadi, “The Impact Of Service Quality, Product Quality, And Innovation On Customer Satisfaction Through Advocacy Model For Smes Baby Shops In Jabodetabek,” Int. J. Bus. Stud., Vol. 8, No. 2, Pp. 129–143, 2024, Doi: 10.32924/Ijbs.V8i2.290.

Y. Daultani, K. Goyal, And S. Pratap, “An Empirical Investigation Of The Relationship Between Store Attributes And Customer Satisfaction: A Retail Operations Perspective,” Oper. Supply Chain Manag., Vol. 14, No. 1, Pp. 100–110, 2021, Doi: 10.31387/Oscm0440289.

N. Hidayah, D. Sari, And A. Helmi, “The Relationship Between The Customer Value And Satisfaction To Advocacy Behavior : The Empirical Study In Higher Education,” Vsrd Int. J. Bus. Manag. Res., Vol. Iii, No. Viii, Pp. 303–310, 2015, [Online]. Available: Www.Vsrdjournals.Com

I. G. M. Suarmita And T. G. R. Sukawati, “Peran Kepercayaan Dalam Memediasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Produk Hijau Merek Herbalife,” E-Jurnal Manaj. Univ. Udayana, Vol. 8, No. 3, P. 1285, 2019, Doi: 10.24843/Ejmunud.2019.V08.I03.P05.

B. B. B. P. E. Sulistyawati, “Peran Kepercayaan Merek Dalam Memediasi Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Merek Produk Telepon Pintar Merek Apple Di Kota Denpasar,” E-Jurnal Manaj. Univ. Udayana, No. 1, Pp. 2578–2596, 2015.

H. Lionardi And D. Thaib, “The Impact Of Customer Experience And Brand Awareness On Word Of Mouth With The Mediating Role Of Customer Satisfaction : A Study On Wedding Organizers In Jakarta,” Vol. 8, No. 09, Pp. 143–154, 2024.

J. Zinedine, R. Claudia, And M. Remiasa, “Pengaruh Service Quality Terhadap Customer Satisfaction Dan Dampaknya Pada Reuse Intention Bus Pariwisata Di Kota Surabaya,” J. Keuang. Dan Bisnis, Vol. 21, No. 2, Pp. 116–133, 2023, Doi: 10.32524/Jkb.V21i2.948.

I. Punama And Yuliana, “Pengaruh Kualitas Pelayanan, Kepuasan Pelanggan Dan Nilai Pelanggan Dalam Meningkatkan Loyalitas Pelanggan Pada Po. Titian Mas Cabang Bima,” Manajeman Pemasar. Jasa, Vol. 4, No. 2, P. 96, 2021.

A. P. A. Nasution, A. A. Dalimunthe, And L. Syafina, “Pengaruh Content Marketing Terhadap Customer Advocacy Dengan Variabel Brand Trust Dan Customer Engagement Sebagai Variabel Intervening Pada Aplikasi Tiktok Di Mahasiswa Uinsu,” Surpl. J. Ekon. Dan Bisnis, Vol. 1, No. 2, Pp. 203–221, 2023, [Online]. Available: Http://Qjurnal.My.Id/Index.Php/Sur/Article/View/446

I. B. G. B. Putra, Kusumadewi, And Ni Made Wulandari, “Peran Kepercayaan Merek Memediasi Pengaruh Kepuasan Konsumen Terhadap Niat Berpindah Merek,” E-Jurnal Manaj., Vol. 27, No. 2, Pp. 635–637, 2021.

K. Wida Pratiwi And G. Suparna, “Peran Kepercayaan Memediasi Kualitas Pelayanan Dengan Kepuasan Pelanggan Pada Camely Salon Di Kota Denpasar,” E-Jurnal Manaj. Unud, Vol. 7, No. 9, Pp. 4947–4970, 2018.

A. Hasan, “Power Relationship Marketing Dalam Bisnis,” Media Wisata, Vol. 15, No. 1, Pp. 531–556, 2021, Doi: 10.36276/Mws.V15i1.88.

A. A. C. Mursalin And C. K. Dewi, “Pengaruh Satisfaction Terhadap Advocacy Merek Lokal Dengan Loyalty Sebagai Mediator (Studi Pada The Executive),” J. Secr. Bus. Adm., Vol. 2, No. 1, P. 29, 2018, Doi: 10.31104/Jsab.V2i1.23.

G. Shailesh And D. B. Reddy, “Mediation Role Of Customer Advocacy In Customer Loyalty And Brand Equity Relationship-An Empirical Study In Context To In-Store Brands,” Indian J. Sci. Technol., Vol. 9, No. 45, 2016, Doi: 10.17485/Ijst/2016/V9i45/104492.

J. F. Hair, G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, And S. Ray, Partial Least Squares Structural Equation Modeling (Pls-Sem) Using R. 2021. Doi: 10.1007/978-3-030-80519-7_5.

Abdul Hamid, Mokhammad Natsir, And Harianto Respati, “Pengaruh Customer Trust Dan Customer Satisfaction Terhadap Brand Loyalty Melalui E-Wom,” Sketsa Bisnis, Vol. 9, No. 1, Pp. 102–113, 2022, Doi: 10.35891/Jsb.V9i1.2800.

B. M. H. Nainggolan, Soerjanto, E. Nurwati, And N. Triana, “A Customer Value Approach To Increase Customer Satisfaction And Loyalty At Fast-Casual Dining Restaurant: The Mediating Role Of Trust,” African J. Hosp. Tour. Leis., Vol. 11, No. 1, Pp. 86–101, 2022, Doi: 10.46222/Ajhtl.770720.213.

B. Aldisa And M. Yunus, “Pengaruh Self-Expressive Brand… 46 Kata Kunci: Brand Advocacy; Self-Expressive Brand; Brand Attachment,” Vol. 2, No. 1, Pp. 46–57, 2024, [Online]. Available: Www.Jurnal.Usk.Ac.Id/Manis

H. S. Athar, L. Edy, And H. Mulyono, “Tourist Relationship Management ( Trm ), Tourist Satisfaction And Tourist Trust In Forming Tourist Advocacy Behavior After The Lombok Earthquake,” Vol. 7, No. 7, Pp. 221–236, 2020.

J. A. Al-Gasawneh And A. M. Al-Adamat, “The Mediating Role Of E-Word Of Mouth On The Relationship Between Content Marketing And Green Purchase Intention,” Manag. Sci. Lett., Vol. 10, No. 8, Pp. 1701–1708, 2020, Doi: 10.5267/J.Msl.2020.1.010.




DOI: https://doi.org/10.52643/jam.v16i3.7299

Refbacks

  • There are currently no refbacks.


Flag Counter

  

StatCounter

View My Stats

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.