Peran pengalaman pelanggan dalam memediasi pengaruh kualitas layanan, citra perusahaan, dan harga terhadap loyalitas pelanggan PT. Pos Indonesia
DOI:
https://doi.org/10.26740/jim.v11n2.p323-336Keywords:
corporate image, customer experience, customer loyalty, postal services, priceAbstract
This paper analyses the effect of service quality, corporate image, and price on customer loyalty by using customer experience as a mediating variable. This research uses quantitative data. The sampling technique used was non-probability sampling with the type of purposive sampling. The sample used in the study is 220 respondents. The research method used path analysis and data collection through questionnaires. The results showed that service quality and price positively and significantly affected customer loyalty. Corporate image has no significant effect on customer loyalty. Service quality, corporate image, and price have a positive and significant effect on customer experience, and the effect is greater when going through customer experience variables. Pos Indonesia is expected to continue to develop and improve the quality of its services, especially in the special express post service, maintain and improve its corporate image, provide customers with affordable prices and provide more benefits to customers to enhance their loyalty.
References
Akdere, M., Top, M., & Tekingunduzz, S. (2018). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total Quality Management and Business Excellence, 31(3–4), 342–352. https://doi.org/10.1080/14783363.2018.1427501
Akkas, N. (2019). Pengaruh Komunikasi Pemasaran Terpadu Terhadap Citra Perusahaan dan Dampaknya Terhadap Kepuasan Pelanggan Membeli Mobil Pada P.T. Hadji Kalla Cabang Palu. Katalogis, 4(1), 24–36.
Anggraeni, P. W. P., Antara, M., & Ratna Sari, N. P. (2022). Pengaruh Daya Tarik Wisata dan Citra Destinasi Terhadap Niat Berkunjung Kembali yang Dimediasi oleh Memorable Tourism Experience. Jurnal Master Pariwisata (JUMPA), 9(1), 179–197. https://doi.org/10.24843/jumpa.2022.v09.i01.p08
Annur, C. M. (2019). Aktivitas Belanja e-Commerce Meningkat, Startup Logistik Kian Menjamur. Katadata.Co.Id. (Retrieved October 9, 2022 from https://katadata.co.id/happyfajrian/digital/5e9a518330da9/aktivitas-belanja-e-commerce-meningkat-startup-logistik-kian-menjamur)
Antaranews.com. (2022). Pos Indonesia meraih penghargaan Indonesia Best Business Transformation Award 2022. Antaranews.Com. (Retrieved September 21, from https://makassar.antaranews.com/berita/421729/pos-indonesia-meraih-penghargaan-indonesia-best-business-transformation-award-2022)
Arianii, S., Firdaus, M. R., & Hairudinor. (2019). Analysis of the Influence of Service Quality , Price , Trust and Corporate Image on Satisfaction and Customer Loyalty in Pt . Pos Indonesia Banjarmasin. European Journal of Management and Marketing Studies, 4(2), 46–61. https://doi.org/10.5281/zenodo.3462711
Azhari, M. I., Mawardi, D. F., & Kholid, M. (2015). Pengaruh Customer Experience Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Kfc Kawi Malang). Jurnal Administrasi Bisnis (JAB), 28(1), 143–148.
Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from well wishers. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 47–59. https://doi.org/10.1016/S0010-8804(02)80008-8
Basir, M., Modding, B., Kamase, J., & Hasan, S. (2015). Effect of Service Quality , Orientation Services and Pricing on Loyalty and Customer Satisfaction in Marine Transportation Service. International Journal of Humanities and Social Science Invention, 4(6), 1–6.
Bumn.go.id. (2021). Lo-Finteh, Bisnis Logistik dan Fintech dalam Satu Aplikasi. Bumn.Go.Id. (Retrieved October 19, 2022 from https://bumn.go.id/media/news/detail/lo-finteh-bisnis-logistik-dan-fintech-dalam-satu-aplikasi)
Catherine, & Mukti, A. H. (2022). The Influence of Price, Quality of Service, Advancement and Customer Satisfaction on Customer Loyalty. International Journal of Innovative Science and Research Technology, 7(3), 726–731.
Chen, S. C., & Lin, C. P. (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40–50. https://doi.org/10.1016/j.techfore.2014.11.011
Dewi, Hajadi, F., Handranata, Y. W., & Herlina, M. G. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service industry. Uncertain Supply Chain Management, 9, 631–636. https://doi.org/10.5267/j.uscm.2021.5.007
Ferrinadewi, E., & Murtadho, M. (2022). Konsumen dengan Pengalaman Belanja Sebagai Mediator pada Platform Shopee. E-Jurnal Kewirausahaan, 5(1), 34–39.
Gracia, E., Bakker, A. B., & Grau, R. M. (2011). Positive emotions: The connection between customer quality evaluations and loyalty. Cornell Hospitality Quarterly, 52(4), 458–465. https://doi.org/10.1177/1938965510395379
Hazimah, Z., & Azis, E. (2022). Pengaruh Program Bimbingan Karir Skill Academy sebagai Tanggung Jawab Sosial Perusahaan terhadap Citra Perusahaan Ruangguru. Journal of Management & Business, 5(2), 289–305.
Hossain, M. A., Yesmin, M. N., Jahan, N., & Kim, M. (2021). Effects of service justice, quality, social influence and corporate image on service satisfaction and customer loyalty: Moderating effect of bank ownership. Sustainability (Switzerland), 13(13) 1–13. https://doi.org/10.3390/su13137404
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
Ishaq, M. I. (2012). Perceived value, service quality, corporate image and customer loyalty: Empirical assessment from Pakistan. Serbian Journal of Management, 7(1), 25–36. https://doi.org/10.5937/sjm1201025i
Istijanto. (2005). Riset Sumber Daya Manusia. Jakarta: PT. Gramedia Pustaka Utama.
Kemnaker.go.id. (2020). Survei Kemnaker : 88 Persen Perusahaan Terdampak Pandemi Covid-19. Kemnaker.Go.Id. (Retrieved November 17, 2022 from https://kemnaker.go.id/news/detail/survei-kemnaker-88-persen-perusahaan-terdampak-pandemi-covid-19)
Kotler, P., & Armstrong, G. (2016). Prinsip-Prinsip Pemasaran Jilid 1 (edisi 13th). Jakarta: Erlangga.
Kristanto, K., & Adiwijaya, M. (2018). Pengaruh Kualitas, Harga, Dan Pengalaman Pelanggan Terhadap Loyalitas Pelanggan Pada Rumah Makan Leko. Agora Jurnal, 6(1), 1–10.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980–986. https://doi.org/10.1016/j.jbusres.2008.10.015
Lestari, R. P., & Prabowo, S. C. B. (2015). Perusahaan dan Perputaran Persediaan Terhadap Profitabilitas ( Studi pada Perusahaan Food and Beverages yang Terdaftar di Bursa Efek Indonesia Periode Tahun 2013-2015 ) Revi Permata Lestari Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang. Jurnal Ilmiah Mahasiswa Fakultas Ekonomi Brawijaya, 5(2), 1–20.
Lie, D., Sudirman, A., Efendi, & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421–428.
Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. (2021). The Effect of Corporate Communication and Service Quality on Customer Loyalty and Satisfaction in Sharia Banking. Journal of Asian Finance, Economics and Business, 8(3), 1267–1274. https://doi.org/10.13106/jafeb.2021.vol8.no3.1267
Pei, X. L., Guo, J. N., Wu, T. J., Zhou, W. X., & Yeh, S. P. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability (Switzerland), 12(18), 1–19. https://doi.org/10.3390/SU12187436
Posindonesia.co.id. (2021). Miliki Banyak Cabang, PT Pos Indonesia (Persero) Berpotensi Jadi Kanal Penerimaan GNWU. Posindonesia.Co.Id. (Retrieved October 8, 2022 from https://www.posindonesia.co.id/en/artikel/detail/108/miliki-banyak-cabang-pt-pos-indonesia-persero-berpotensi-jadi-kanal-penerimaan-gnwu)
Posindonesia.co.id. (2022). Pos Indonesia History. Posindonesia.Co.Id. (Retrieved October 14, 2022 from https://www.posindonesia.co.id/en/content/sejarah-pos)
Pradana, F. (2018). Pengaruh Manajemen Hubungan Pelanggan, Kualitas Pelayanan, Dan Kualitas Pengalaman Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Nasabah Pt Fac Sekuritas Indonesia Di Yogyakarta. Jurnal Manajemen Bisnis, 9(2), 193–212. https://doi.org/10.18196/mb.9262
Primadiana, T., & Winarti, E. (2016). Antara Kualitas Pelayanan Jasa Ekspedisi Dengan Loyalitas Konsumen. Jurnal Lentera Bisnis, 5(2), 62–76.
Raajpoot, N. (2004). Reconceptualizing Service Encounter Quality in a Non-Western Context. Journal of Service Research, 7(2), 181–201. https://doi.org/10.1177/1094670504268450
Rachmawati, R. (2014). Pengaruh kepuasan terhadap loyalitas pelanggan (Sebuah kajian terhadap bisnis makanan). Teknobuga, 1(1), 66–79.
Rahmayanty, N. (2010). Manajemen Pelayanan Prima. Yogyakarta: Graha Ilmu.
Ratnasari, A. D., & Harti. (2016). Pengaruh Kualitas Produk, Harga, Lokasi, dan Kualitas Layanan Terhadap Keputusan Pembelian di Djawi Lanbistro Coffee and Resto Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 4, 1–11.
Resmi, N., & Wismiarsi, T. (2015). Pengaruh Kemasan Dan Harga Pada Keputusan Pembelian Minuman Isotonik. Manajemen Dan Bisnis Sriwijaya, 13(1), 1–20.
Rismatio, & Basbeth, D. F. (2021). Exploring The Moderating Role Of Service Innovation In The Relationship Between Service Quality And Customer Loyalty , In PT Pos Indonesia. International Journal of Business, Economics and Law, 24(4), 124–129.
Sadiartha, A. A. N. G., & Apsari, G. A. M. (2019). The Role of Satisfaction in Mediating the Effect of Services Quality on The Customers ’ Loyalty in The Village Credit Institution of Pekraman , Tabanan. Research in Business and Social Science, 8(1), 73–89.
Samantha, R., & Almalik, D. (2019). Pengaruh Social Media Marketing Dan Promosi Harga Terhadap Kepuasan Konsumen Dan Pengalaman Konsumen Sebagai Variabel Mediasi Pada Maskapai Penerbangan Airasia Di. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(2), 58–66.
Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen. Yogyakarta: Andi.
Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New York: Wiley.
Subaebasni, S., Risnawaty, H., & A.R. Arie Wicaksono. (2019). Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90–97. https://doi.org/10.32479/irmm.7440
Sukerta, M., Putu Agung, A. A., & Sujana, I. W. (2020). Effect of Service Quality and Corporate image on Customer Loyalty with Customer Satisfaction as Mediation Variables (Study at PT. BPR. Padma, Denpasar-Bali). International Journal of Contemporary Research and Review, 11(01), 21729–21740. https://doi.org/10.15520/ijcrr.v11i01.783
Sutojo, S. (2019). Membangun Citra Perusahaan. Jakarta: Damar Mulia Pustaka.
Sviokla, J. J. (1993). Keeping Customers. Nevada: Harvard Business Riview Book.
Swastha, B., & Irawan. (2002). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tarigan, M. I., & Parhusip, P. T. (2022). Pengalaman Merek Destinasi Sebagai Mediator Terhadap Loyalitas Merek Destinasi. Jurnal Manajemen Dan Bisnis, 22(2), 377–398. https://doi.org/10.54367/jmb.v22i2.2143
Tendur, S. T. ., Hutabarat, V. V., & Tumbelaka, S. S. . (2021). Price Perception, Service Quality and Customer Satisfaction (Empirical Study on Cafes at Tondano City). International Journal of Tourism and Hospitality in Asia Pasific, 4(3), 19–31. https://doi.org/10.32535/ijthap.v4i3.1196
Tjiptono, F., & Chandra, G. (2016). Service, Quality, dan Satisfaction (Edisi 4). Yogyakarta: Andi.
Topbrandaward.com. (2022). Top Brand Index. Topbrandaward.Com. (Retrieved September 20, 2022 from https://www.topbrand-award.com/top-brand-index/)
Wulandari, G. A., Riski, G. A. A., & Prajitiasari, E. D. (2021). The Role of Customer Experience Mediates the Effect of Service Quality and Price on Switching Intention in Bali Hotels. Journal of International Conference Proceedings (JICP), 4(2), 60–70.
Yap, B. W., Ramayah, T., & Wan Shahidan, W. N. (2012). Satisfaction and trust on customer loyalty: A PLS approach. Business Strategy Series, 13(4), 154–167. https://doi.org/10.1108/17515631211246221
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), 1–8. https://doi.org/10.1016/j.heliyon.2020.e05532
Yazid, A. S., Mkheimer, I., & Mahmud, M. S. (2020). The Effect of Corporate Image on Customer Loyalty: The Mediating Effect of Customer Satisfaction. Journal of Research on the Lepidoptera, 51(2), 124–138. https://doi.org/10.36872/lepi/v51i2/301083
Yulisetiarini, D., Edcintha, O. Y., & Afandi, M. F. (2021). Influence of Customer Experience , Location , and Price on Loyalty Through Positive Word of Mouth on Customers of KAI Logistics Express DAOP IX. International Conference on Management, Business, and Technology, 106–113.
Zhao, Y., Tong, T., Li, G., Ma, S., & Wang, L. (2017). The impact of brand awareness and customer experience on the brand loyalty of MI. MATEC Web of Conferences, 100(5), 1–6. https://doi.org/10.1051/matecconf/201710005025
Zikmund, W. G., Raymond, J. M., & Gilbert, F. W. (2003). Integrating Marketing Strategy and Information Technology. New Jersey: John Wiley and Sons.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons:Attribution-NonCommercial 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.