Pengaruh Keahlian Pelanggan dan Komitmen Afektif Terhadap Kepuasan Melalui Ko-Produksi Pelanggan: Studi Pada Layanan Restoran
DOI:
https://doi.org/10.26740/jim.v12n4.p843-859Kata Kunci:
Keahlian Pelanggan, Kepuasan Pelanggan, Komitmen Afektif, Ko-ProduksiAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh Keahlian Pelanggan dan Komitmen Afektif terhadap Kepuasan melalui Ko-Produksi pelanggan serta difokuskan pada studi layanan restoran. Penelitian kuantitatif ini menggunakan rancangan penelitian konklusif deskriptif untuk menguji 5 hipotesis. Pengujian tersebut menggunakan analisis PLS-SEM dengan 202 responden. Hasil penelitian menunjukkan bahwa seluruh hipotesis berhasil diterima, yaitu ditemukan bahwa Keahlian Pelanggan berpengaruh signifikan terhadap Ko-Produksi, Komitmen Afektif berpengaruh signifikan terhadap Ko-Produksi, Ko-Produksi berpengaruh signifikan terhadap Kepuasan Pelanggan, Keahlian Pelanggan berpengaruh signifikan terhadap Kepuasan Pelanggan, Komitmen Afektif berpengaruh signifikan terhadap Kepuasan Pelanggan. Dari hasil tersebut dapat dipahami bahwa restoran perlu memastikan adanya peningkatan pengetahuan bagi pelanggan serta berupaya mengembangkan rasa komitmen afektif pada pelanggan. Dengan keahlian yang baik dan rasa komitmen afektif yang tinggi dalam diri pelanggan akan membuat keberhasilan pelanggan dalam melakukan Ko-Produksi semakin tinggi. Keberhasilan dalam Ko-Produksi inilah yang menimbulkan rasa Kepuasan dalam diri pelanggan.
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