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Cholidah, Lilik Nur
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Economics, Econometrics & Finance

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PENGARUH KOMUNIKASI WORD OF MOUTH, KUALITAS PELAYANAN, KEPERCAYAAN KONSUMEN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN UMKM KERUPUK TEMPE PADA UD DUA PUTRA DESA MENONGO KECAMATAN SUKODADI (ANALISIS METODE PARTIAL LEAST SQUAR Muhtarom, Abid; Cholidah, Lilik Nur; Priambodo, Wisnu; Husen; Ningseh, Dewi Wulan Agustin
Jurnal Penelitian Manajemen Terapan (PENATARAN) Vol. 7 No. 2 (2022)
Publisher : Program Studi Manajemen STIE Kesuma Negara Blitar

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This study aims to examine the effect of Word of Mouth communication, service quality, consumer trust and brand image on customer loyalty mediated by customer satisfaction of Tempe crackers at UD Two sons of Menongo Village, Sukodadi District. This research uses quantitative methods with SEM analysis through the Smart-PLS version 3.0 application. The tests carried out are the measurement model (Outer Model), structural model (Inner Model), mediation test and hypothesis testing. The research sample was 166 respondents. Based on the results of the study, it was obtained partially that the word of mouth communication relationship had a positive and significant effect on customer loyalty and customer satisfaction, service quality had a positive and significant effect on customer loyalty and customer satisfaction, consumer trust has a positive and significant effect on customer loyalty and customer satisfaction and brand image has a positive and significant effect on customer loyalty and customer satisfaction. The results of the mediation test partially show that Word of Mouth communication, service quality and consumer trust have a positive and insignificant effect on customer loyalty mediated by customer satisfaction said to be Non Mediation. Brand image has a positive and significant effect on customer loyalty mediated by customer satisfaction, which is called Partial Mediation. Service quality and consumer trust have no significant positive effect on customer loyalty mediated by non-mediation. Brand image has a positive and significant effect on customer loyalty mediated by customer satisfaction, which is called Partial Mediation. Service quality and consumer trust have no significant positive effect on customer loyalty mediated by non-mediation. Brand image has a positive and significant effect on customer loyalty mediated by customer satisfaction, which is called Partial Mediation. Keywords: Word of Mouth Communication, Service Quality, Consumer Trust, Brand Image, Customer Loyalty and Customer Satisfaction
PENGARUH KERAGAMAN PRODUK, KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUTUSAN PEMBELIAN ANYAMAN BAMBU UMKM CIPTA KARYA ART BAMBU MANDIRI DESA SUKOLILO (METODE PARTIAL LEAST SQUARE (PLS) — STRUCTURE EQUATION MODELING (SEM)) Ramilusholikha, Sahiva; Muhtarom, Abid; Cholidah, Lilik Nur; Efendy, Yuhronur; Nordiawan, Deddi; Ghofur, Abdul
Jurnal Penelitian Manajemen Terapan (PENATARAN) Vol. 8 No. 1 (2023)
Publisher : Program Studi Manajemen STIE Kesuma Negara Blitar

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Abstract

Banyaknya bisnis UMKM menimbulkan persaingan yang cukup kuat antar pemilik usaha. Penentuan strategi pemasaran secara tepat perlu dilakukan agar tercipta loyalitas pelanggan. Kebaruan dalam penelitian ini yaitu terdapat variabel yang diteliti lebih banyak dibandingkan dengan penelitian sebelumnya. Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk anyaman bambu di UMKM Cipta Karya Art Bambu Mandiri desa Sukolilo, dengan sampel yang diambil 174 orang. Analisis data yang digunakan adalah SEM dengan alat Smart-PLS versi 3. 3. 7. Uji PLS penelitian ini merupakan uji outer model, inner model, uji mediasi, dan uji hipotesis. Hasil penelitian menyatakan bahwa pada uji validitas nilai loading factor > 0. 7 dan nilai AVE > 0. 5 dinyatakan valid. Pada uji reliabilitas nilai composite reliability dan cronbachs alpha > 0. 7 dikatakan reliabel. Dapat disimpulkan bahwa kualitas produk (X2) dan lokasi (X4) terhadap loyalitas pelanggan (Y) dimediasi keputusan pembelian (Z) berpengaruh positif dan signifikan. Sedangkan keragaman produk (X1) dan harga (X3) berpengaruh positif dan tidak signifikan. Dalam uji mediasi variabel kualitas produk (X2) dan lokasi (X4) terhadap loyalitas pelanggan (Y) dimediasi keputusan pembelian (2) disebut Partial Mediation. Variabel keragaman produk (X1) dan harga (X3) terhadap loyalitas pelanggan (Y) dimediasi keputusan pembelian (Z) disebut Non Mediation. Kata Kunci: Keragaman Produk, Kualitas Produk, Harga, Lokasi, Loyalitas Pelanggan, dan Keputusan Pembelian, SEM-PLS
Co-Authors Abdul Ghofur Abid Muhtarom, Abid Efendy, Yuhronur Husen Ningseh, Dewi Wulan Agustin Nordiawan, Deddi Priambodo, Wisnu Ramilusholikha, Sahiva