Pengaruh Kualitas Produk, Citra Merek, Pengalaman Pelanggan, dan Layanan Purna Jual terhadap Loyalitas Pelanggan yang Dimediasi oleh Kepuasan Pelanggan pada Produk Smartphone Xiaomi
Keywords:
customer loyalty, customer satisfaction, product quality, brand image, after sales service, customer experience, XiaomiAbstract
Riset ini memiliki tujuan agar memahami bagaimana kualitas produk, citra merek, pengalaman pelanggan, dan layanan purna jual memengaruhi loyalitas pelanggan pada smartphone Xiaomi. Di samping itu, studi ini pun hendak mengamati bilamana kepuasan pelanggan berfungsi selaku elemen yang memperantarai keterkaitan tersebut. Dalam industri smartphone yang sangat kompetitif, mengetahui aspek-aspek yang membuat pelanggan tetap setia sangat krusial bagi perusahaan agar dapat memelihara posisinya di pasar. Riset ini memakai teknik kuantitatif mellaui teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) yang diuji memakai software SMARTPLS. Data diperoleh melalui survei pada pengguna smartphone Xiaomi yang telah memakai produk tersebut selama setidaknya enam bulan. Responden dipilih dengan metode purposive sampling, yang berarti hanya orang-orang dengan pengalaman nyata dalam menggunakan produk yang dijadikan sampel riset. Hasil riset ini diharapkan dapat menjelaskan bagaimana kualitas produk, citra merek, pengalaman pelanggan, dan layanan purna jual berpengaruh pada loyalitas pelanggan. Selain itu, riset ini juga bertujuan untuk mengevaluasi sejauh mana kepuasan pelanggan menjadi faktor penengah dalam hubungan tersebut. Temuan ini diekspektasikan sanggup menyuplai pemahaman untuk Xiaomi guna merancang taktik demi memajukan keluaran serta layanan guna memperkuat loyalitas pelanggan.
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