Analisis Anteseden dan Konsekuensi Kepuasan Konsumen
Siti Khoiriyah (Pemb : Dr. Basu Swastha Dh., MBA), Dr. Basu Swastha Dh., MBA
Penelitian ini bertujuan untuk menguji model struktural yang dikemukakan McDaugall dan Levesque (2000) yang menggambarkan pengaruh variabel anteseden (terdiri dari core quality, relational quality, dan perceived value) terhadap variabel konsekuensi (terdiri dari loyalty intenlion dan switching intention) yang dimediasi oleh kepuasan konsumen.
Subyek penelitian ini berjumlah 200 pelanggan Salon Rudi Hadisuwarno Jogjakarta yang dalam kurun waktu satu tahun terakhir memanfaatkan jasa potong rambut minimal satu kali. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan teknik non probability dengan metoda purposive sampling. Model diuji dengan menggunakan two steps approach to SEM dengan teknik estimasi generalized least square (GLS).
Hasil pengujian model struktural awal menunjukkan secara statistik model awal tidak dapat diterima, karena indeks goodness of fit tidak memenuhi rule of tumbs. Hasil penelitian menemukan model modifikasi yang dibangun berdasarkan modification indices dan diperkuat oleh teori yang relevan. Model modifikasi menunjukkan bahwa variabel anteseden berpengaruh signifikan terhadap variabel konsekuensi yang dimediasi variabel kepuasan konsumen. Selain itu, hasil penelitian menunjukkan adanya hubungan kovariansi antara core quality dengan perceived value dan relational quality dengan perceived value.
This research examine structural model stated by McDaugall and Levesque (2000). That model describe the effect of antecedent variables (consist of core quality, relational quality, and perceived value) to consequence variables (consist loyalty intention and switching intention) mediated by consumer satisfaction.
The subject of this research are 200 customers of Rudi Hadisuwarno Salon, Jogjakarta which is within the last one year using cut hair service at least once in a year. Data collection held by spreading the questioner using non probability technique with purposive sampling method. The model is tested using two steps approach to SEM with Generalized Least Square (GLS) estimation technique.
The test result initial structural model shows that initial model can't be accepted statistically, because the index of goodness of fit didn't meet the rule of tumbs. The result of research find out modification model developed based on modification indices and supported by relevant theory. Modification model shows that antecedent variables has significant effect to the consequence variables mediated by consumer satisfaction. Besides, the result of the research shows that there is a covariance relationship between core quality with perceived value and relational quality with perceived value.
Kata Kunci : Core Quality, Rational Quality, PErceived Value, Customer Satisfaction, Loyalty Intention, Switching Intention
