Pengaruh Kualitas Produk Mixue dan Persepsi Nilai terhadap Loyalitas Pelanggan
Abstract
Dalam lanskap bisnis yang dinamis dan kompetitif, membangun loyalitas pelanggan merupakan faktor krusial bagi keberhasilan dan keberlanjutan sebuah perusahaan. Salah satu industri yang mengalami persaingan ketat adalah industri minuman teh dan es krim di Indonesia, di mana Mixue, sebuah perusahaan waralaba asal Tiongkok, telah menjadi salah satu pemain utama dengan lebih dari 500 gerai yang tersebar di seluruh negeri. Dengan menggunakan metode kuantitatif dan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM), penelitian ini mengumpulkan data dari 131 konsumen Mixue di Sukabumi. Temuan menunjukkan bahwa kualitas produk dan persepsi nilai memiliki dampak positif dan substansial terhadap loyalitas pelanggan. Hasil analisis menunjukkan bahwa baik kualitas produk maupun persepsi nilai berpengaruh positif terhadap loyalitas pelanggan. Namun, persepsi nilai memiliki pengaruh yang lebih besar dibandingkan kualitas produk dalam membentuk loyalitas pelanggan Mixue. Hasil ini memperkuat bukti empiris dari penelitian sebelumnya dan menekankan pentingnya kualitas produk serta nilai yang dirasakan konsumen dalam mempertahankan dan meningkatkan loyalitas pelanggan. Studi ini memberikan wawasan berharga bagi perusahaan dalam industri terkait untuk mengembangkan strategi pemasaran yang efektif.
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