Pengaruh Kualitas Produk, Persepsi Harga, dan Kualitas Layanan Terhadap Loyalitas Konsumen: Peran Mediasi Kepuasan Konsumen Pada Kopi Bana X Fallen’s Kitchen Bukittinggi

M. Hariansyah; Vidyarini Dwita

doi:10.57178/paradoks.v9i3.2537

Authors

M. Hariansyah Department of Management , Faculty of Economics and Business, Universitas Negeri Padang
Vidyarini Dwita Department of Management , Faculty of Economics and Business, Universitas Negeri Padang

DOI:

https://doi.org/10.57178/paradoks.v9i3.2537

Keywords:

kepuasan konsumen, kualitas layanan, kualitas produk, loyalitas konsumen, persepsi harga, PLS-SEM

Abstract

Penelitian ini menganalisis pengaruh kualitas produk, persepsi harga, dan kualitas layanan terhadap loyalitas konsumen, dengan kepuasan sebagai variabel mediator, pada Kopi Bana X Fallen’s Kitchen di Bukittinggi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Kuesioner daring menghasilkan 140 respons dari konsumen berusia 17–50 tahun, dan data dianalisis menggunakan PLS-SEM dengan SmartPLS 4.0. Hasil menunjukkan bahwa kualitas produk (β = 0,542; p < 0,001) dan kualitas layanan (β = 0,482; p = 0,009) berpengaruh positif terhadap kepuasan, sedangkan persepsi harga tidak berpengaruh signifikan (β = -0,102; p = 0,537). Loyalitas dipengaruhi oleh kualitas produk (β = 0,347; p = 0,021) dan kepuasan (β = 0,454; p = 0,010), tetapi tidak dipengaruhi secara langsung oleh persepsi harga atau kualitas layanan. Kepuasan memediasi secara komplementer pengaruh kualitas produk terhadap loyalitas (β tidak langsung = 0,246; p = 0,019), tetapi tidak memediasi pengaruh persepsi harga dan kualitas layanan. Temuan menegaskan bahwa dalam konteks penelitian ini, kualitas produk merupakan penggerak loyalitas yang bekerja secara langsung sekaligus melalui kepuasan. Implikasi praktisnya, pengelola perlu memprioritaskan konsistensi produk sambil tetap mempertahankan layanan sebagai faktor pembentuk kepuasan.

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