Peran Customer Satisfaction dalam Memediasi Pengaruh Service Quality dan Customer Perceived Value terhadap Customer Loyalty: Studi Kasus Kereta Cepat Whoosh
Abstract
Transportasi kereta cepat Whoosh di Indonesia menawarkan solusi inovatif untuk meningkatkan konektivitas antar kota
besar, khususnya antara Jakarta dan Bandung, dengan tujuan mengurangi kemacetan lalu lintas. Namun, kendala seperti
harga tiket yang cukup tinggi dan aksesibilitas stasiun yang terbatas masih menjadi faktor yang mempengaruhi tingkat
adopsi masyarakat. Oleh karena itu, penelitian ini mengkaji peran customer satisfaction sebagai variabel mediasi yang
menghubungkan service quality dan customer perceived value terhadap customer loyalty kereta cepat Whoosh. Metode
kuantitatif dengan teknik pengambilan sampel non-probabilitas diterapkan pada 400 responden pengguna Whoosh. Data
dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dan SPSS versi 27 untuk
memastikan validitas dan reliabilitas instrumen penelitian. Hasil penelitian menunjukkan bahwa kualitas layanan dan nilai
yang dipersepsikan memiliki pengaruh positif dan signifikan terhadap kepuasan serta loyalitas pengguna. Selanjutnya,
kepuasan pelanggan berperan sebagai mediator yang memperkuat hubungan antara kedua variabel tersebut dengan
loyalitas, dengan pengaruh mediasi paling dominan terlihat pada hubungan kualitas layanan dan loyalitas pelanggan.
Berdasarkan temuan ini, disarankan agar penyedia layanan meningkatkan aksesibilitas stasiun, memperkuat layanan
digital, mempercepat respons, serta mengembangkan program loyalitas guna memperkuat keterikatan pengguna.
Rekomendasi tersebut diharapkan dapat mendukung keberlangsungan dan pertumbuhan layanan kereta cepat di Indonesia.
Kata Kunci- kereta cepat, service quality, customer perceived value, customer satisfaction, customer loyalty
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