Pengaruh Perceived Value dan Kepuasan pada Loyalitas Pelanggan yang di Moderasi oleh Variety Seeking

Hapsari, Tanti Prita, Dr. B.M. Purwanto, M.B.A.

2008 | Tesis | S2 Management

Penelitian ini menguji pengaruh perceived value dan kepuasan pada loyalitas pelanggan yang terwujud dalam tiga bentuk yaitu attitudinal loyalty, behavioral loyalty dan composite loyalty. Tujuan penelitian ini adalah untuk menguji a) pengaruh perceived value pada attitudinal loyalty, behavioral loyalty dan composite loyalty, b) pengaruh perceived value pada kepuasan, c) pengaruh kepuasan pada attitudinal loyalty, behavioral loyalty dan composite loyalty, d) pengaruh kepuasan memediasi hubungan perceived value pada attitudinal loyalty, behavioral loyalty dan composite loyalty dan e) pengaruh variety seeking memoderasi hubungan kepuasan pada attitudinal loyalty, behavioral loyalty dan composite loyalty. Responden yang dipilih dan digunakan dalam penelitian ini adalah mahasiswa/ mahasiswi dari beberapa perguruan tinggi negeri dan swasta di Daerah Istimewa Yogyakarta. Jumlah responden yang digunakan sebanyak 233 orang dari 280 kuesioner yang disebarkan. Analisis data dilakukan dengan hierarchical regression analysis, moderated regression analysis dan sub group analysis.


Hasil analisis data menunjukkan bahwa a) perceived value berpengaruh secara positif pada attitudinal loyalty, behavioral loyalty dan composite loyalty, b) perceived value berpengaruh secara positif pada kepuasan, c) kepuasan berpengaruh secara positif pada attitudinal loyalty, behavioral loyalty dan composite loyalty, d) kepuasan memediasi pengaruh perceived value pada attitudinal loyalty, behavioral loyalty dan composite loyalty, dan e) variety seeking memoderasi pengaruh kepuasan pada attitudinal loyalty, behavioral loyalty dan composite loyalty. Kata kunci: perceived value, kepuasan, attitudinal loyalty, behavioral loyalty, composite loyalty dan variety seeking.

The purpose of this research is to test the influence of perceived value and satisfaction on customer loyalty (attitudinal loyalty, behavioral loyalty and composite loyalty) that moderated by variety seeking. The objectives of this research is to examine a) the effect of perceived value on attitudinal loyalty, behavioral loyalty and composite loyalty, b) the effect of perceived value on satisfaction, c) the effect of satisfaction on attitudinal loyalty, behavioral loyalty and composite loyalty, d) the effect of satisfaction as a mediating variable of the relationship between perceived value and attitudinal loyalty, behavioral loyalty, composite loyalty, e) the effect of variety seeking as a moderating variable of the relationship between satisfaction and attitudinal loyalty, behavioral loyalty and composite loyalty. The respondents in this research are students of university at Yogyakarta. There are only 233 respondents among 280 questionnaires whom can be used as samples. The data were analyzed by using hierarchical regression analysis, moderated regression analysis and sub group analysis. The result of this study show that a) there is positive influence of perceived value on attitudinal loyalty, behavioral loyalty and composite loyalty, b) there is a positive influence of perceived value on satisfaction, c) there is a positive influence of satisfaction on attitudinal loyalty, behavioral loyalty and composite loyalty, d) there is a positive influence of satisfaction as a mediator of the relationship between perceived value and attitudinal loyalty, behavioral loyalty, composite loyalty, e) there is a positive influence of variety seeking as a moderator of the relationship between satisfaction and attitudinal loyalty, behavioral loyalty, composite loyalty.


Key word: perceived value, satisfaction, attitudinal loyalty, behavioral loyalty, composite loyalty and variety seeking.

Kata Kunci : perceived value, kepuasan, attitudinal loyalty, behavioral loyalty, composite loyalty dan variety seeking