Membentuk Kepuasan Pelanggan: Peran Reliabilitas Dan Interaksi Personal Melalui Citra Toko
DOI:
https://doi.org/10.26623/slsi.v24i1.13376Abstract
Penelitian ini melihat bagaimana pengaruh dua dimensi kualitas layanan—reliabilitas dan interaksi personal—terhadap kepuasan pelanggan, dengan melihat peran citra toko sebagai variabel pemoderasi. Studi dilakukan dengan menyebarkan kuesioner kepada 100 pelanggan Alfamart di Kota Semarang yang dipilih secara purposif. Data kemudian dianalisis menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak SmartPLS 4. Hasil dari penelitian menunjukkan bahwa reliabilitas tidak memberikan pengaruh yang signifikan terhadap tingkat kepuasan pelanggan. Di sisi lain, interaksi personal terbukti memiliki dampak positif dan signifikan dalam meningkatkan kepuasan. Analisis lebih lanjut mengungkap peran kompleks citra toko sebagai moderator. Pada hubungan antara reliabilitas dan kepuasan, citra toko berfungsi sebagai homologiser moderator, yang mengindikasikan bahwa citra toko tidak berinteraksi dengan reliabilitas dan juga tidak memiliki hubungan langsung dengan kepuasan pelanggan. Sementara itu, dalam konteks hubungan interaksi personal dan kepuasan, citra toko bertindak sebagai pure moderator dengan koefisien negatif. Artinya, citra toko justru melemahkan pengaruh positif yang dimiliki interaksi personal terhadap kepuasan pelanggan. Implikasi dari penelitian ini menyoroti pentingnya bagi manajemen ritel untuk lebih memprioritaskan peningkatan kualitas interaksi personal, seperti melalui pelatihan staf yang berkelanjutan. Selain itu, perlu dilakukan evaluasi mendalam terhadap strategi pembentukan citra toko, memastikan bahwa citra yang dibangun tidak hanya kuat, tetapi juga sinergis dan mendukung pengalaman layanan langsung, bukan malah mengurangi efektivitasnya.
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