Pengaruh Perceived Value Terhadap Customer Loyalty Sepatu Converse Chuck Taylor All Star Pada Kalangan Gen Z Di Bandung Dengan Customer Satisfaction Sebagai Variabel Mediasi
Abstract
Pasar sepatu di Indonesia menunjukkan pertumbuhan signifikan seiring dengan meningkatnya kesadaran masyarakat
terhadap fashion dan gaya hidup. Persaingan antara brand internasional seperti Converse dan brand lokal semakin
ketat, terutama dalam menarik perhatian Gen Z yang dikenal selektif dan kritis dalam memilih produk. Penelitian ini
bertujuan untuk mengetahui pengaruh perceived value terhadap customer loyalty sepatu Converse Chuck Taylor All
Star di kalangan Gen Z di Bandung, dengan customer satisfaction sebagai variabel mediasi. Penelitian ini
menggunakan pendekatan kuantitatif dengan teknik survei terhadap 385 responden yang merupakan Gen Z di
Bandung dan telah membeli sepatu Converse secara offline maupun online. Data dianalisis menggunakan metode
Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui bantuan software SmartPLS 4.0.
Hasil penelitian menunjukkan bahwa perceived value berpengaruh signifikan terhadap customer satisfaction dan
customer loyalty. Selain itu, customer satisfaction terbukti memediasi hubungan antara perceived value dan customer
loyalty secara signifikan. Temuan ini mengindikasikan bahwa peningkatan persepsi nilai dan kepuasan pelanggan
dapat menjadi strategi utama untuk mempertahankan loyalitas pelanggan, terutama dalam menghadapi kompetisi dari
merek lokal yang menawarkan desain serupa dengan harga lebih terjangkau.
Kata Kunci- persepsi nilai, loyalitas konsumen, kepuasan konsumen, converse, gen z
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