Pengaruh kualitas, nilai dan kepercayaan terhadap loyalitas merek pada jasa kurir domestik

Figo Alimbel; Yudi Sutarso

doi:10.14414/jbb.v13i1.3893

Vol. 13 No. 1 (2023), Articles

Vol. 13 No. 1 (2023)

Pengaruh kualitas, nilai dan kepercayaan terhadap loyalitas merek pada jasa kurir domestik

Articles

DOI: 10.14414/jbb.v13i1.3893

Published 2023-10-31

Figo Alimbel⁺⁻
Yudi Sutarso⁺⁻

Figo Alimbel

Universitas Hayam Wuruk Perbanas Surabaya

Yudi Sutarso

Universitas Hayam Wuruk Perbanas, Surabaya, Jawa Timur, Indone-sia

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Keywords

Shipping Service
Brand Trust
Brand Loyalty
Perceived Quality
Perceived Value

How to Cite

Alimbel, F., & Sutarso, Y. (2023). Pengaruh kualitas, nilai dan kepercayaan terhadap loyalitas merek pada jasa kurir domestik. Journal of Business & Banking, 13(1), 139-156. https://doi.org/10.14414/jbb.v13i1.3893

Abstract

Menutup keterbatasan studi dalam mengkonfirmasi pengaruh antaseden loyalitas khsususnya pada jasa kurir domestik pada Jas Pos Indonesia menjadi kontribusi yang diharapkan dari studi ini. Sehingga, studi ini bertujuan menguji pengaruh persepsi nilai, kualitas, dan kepercayaan terhadap loyalitas merek pada pengguna jasa kurir domestik pada Jas Pos Indonesia. Untuk hal tersbeut studi ini menggunakan desain kuantitatif dengan melibatkan 142 sampel yang dipilih dengan teknik purposive sampling, di mana data dikumpulkan melalui kuisioner dan disebarkan kepada pengguna jasa paket di Kabupaten Siak. Tanggapan responden dianalisis dengan analisis deskriptif dan analisis statistik menggunakan SEM WarpPLS. Hasil analisis menunjukkan bahwa persepsi kualitas dan nilai berpengaruh positif terhadap kepercayaan dan loyalitas merek, namun kepercayaan merek tidak terkonfirmasi berpengaruh positif terhadap loyalitas merek. Implikasi studi ini adalah perlunya perusahaan mengembangkan strategi yang digunakan, terutama dalam meningkatkan kinerja dalam menghadapi kompetensi di industri jasa kurir saat ini dengan cara membangun persepsi kualitas dan persepsi nilai yang baik sehingga dapat meningkatkan loyalitas pelanggan.

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Pengaruh kualitas, nilai dan kepercayaan terhadap loyalitas merek pada jasa kurir domestik

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