Pengaruh Persepsi Kualitas dan Konfirmasi Harapan terhadap Kepuasan Pelanggan Online dan Loyalitas Merek pada Merek Bata

Rezki Akbar, Ana Fitriana, Erna Listiana, Ramadania, Bintoro Bagus Purmono

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Artikel ini membahas bagaimana Perceived Quality dan Expectation Confirmation memengaruhi E-Customer Satisfaction serta implikasinya terhadap Brand Loyalty pada konsumen yang membeli alas kaki merek Bata secara online di Indonesia, dengan merujuk pada konteks persaingan digital yang dihadapi oleh PT Sepatu Bata Tbk. Penelitian ini menegaskan bahwa dalam lingkungan e-commerce yang semakin kompetitif, loyalitas merek tidak terbentuk secara langsung oleh persepsi kualitas produk atau kesesuaian harapan, melainkan melalui kepuasan pelanggan sebagai faktor kunci. Hasil analisis menunjukkan bahwa meskipun Perceived Quality tidak berpengaruh signifikan terhadap Expectation Confirmation, kedua variabel tersebut berpengaruh positif dan signifikan terhadap E-Customer Satisfaction. Selanjutnya, E-Customer Satisfaction terbukti menjadi determinan utama Brand Loyalty sekaligus berperan sebagai mediator yang signifikan dalam menghubungkan Perceived Quality dan Expectation Confirmation dengan Brand Loyalty. Secara keseluruhan, artikel ini menekankan bahwa keberhasilan membangun loyalitas pelanggan dalam konteks belanja online sangat bergantung pada kemampuan perusahaan dalam menciptakan pengalaman berbelanja yang memuaskan, konsisten, dan bernilai bagi konsumen.

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DOI: https://doi.org/10.37531/yume.v9i1.11396

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