FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN: ANALISIS KUALITAS LAYANAN, KEPERCAYAAN MEREK, DAN PENGALAMAN KONSUMEN

Ida Ayu Trisna Wijayanthi; Ni Ketut Karwini; Ni Wayan Ana Rahita Handayani; Tettie Setiyarti; Ni Ketut Laswitarni

doi:10.37849/midi.v25i1.477

Authors

Ida Ayu Trisna Wijayanthi STIMI Handayani
Ni Ketut Karwini STIMI Handayani
Ni Wayan Ana Rahita Handayani STIMI Handayani
Tettie Setiyarti STIMI Handayani
Ni Ketut Laswitarni STIMI Handayani

DOI:

https://doi.org/10.37849/midi.v25i1.477

Keywords:

Loyalitas Konsumen, Kepuasan Konsumen, Kualitas Layanan, Kepercayaan Merek, Pengalaman Konsumen

Abstract

Penelitian ini bertujuan untuk mengembangkan hipotesis mengenai faktor-faktor yang mempengaruhi loyalitas konsumen dengan peran intervening kepuasan konsumen, khususnya pada sektor perhotelan. Kebaruan penelitian ini terletak pada integrasi tiga variabel utama, yaitu kualitas layanan, kepercayaan merek, dan pengalaman konsumen, yang dianalisis secara simultan dalam mempengaruhi loyalitas konsumen melalui kepuasan konsumen pada sektor perhotelan di Indonesia. Metode yang digunakan adalah kualitatif dengan pendekatan kajian pustaka deskriptif kualitatif. Data dikumpulkan melalui telaah berbagai artikel akademis dan buku yang relevan, yang bersumber dari basis data bereputasi seperti Thomson Reuters, Springer, Taylor & Francis, Scopus Q2–Q4, Emerald, Elsevier, Sage, Web of Science, Jurnal Sinta 2–5, DOAJ, EBSCO, Google Scholar, Copernicus, dan referensi digital lainnya. Teknik analisis yang digunakan adalah analisis komparatif terhadap hasil penelitian terdahulu untuk mengidentifikasi persamaan dan perbedaan temuan. Hasil penelitian ini adalah variabel kualitas layanan, kepercayaan merek, dan pengalaman konsumen mempengaruhi loyalitas konsumen, baik secara langsung maupun tidak langsung melalui kepuasan konsumen. Keterbatasan penelitian ini terbatas karena hanya menggunakan pendekatan kualitatif deskriptif berdasarkan tinjauan pustaka, sehingga tidak melibatkan data empiris langsung dari konsumen perhotelan. Temuan penelitian ini memiliki implikasi penting bagi manajemen hotel. Pertama, peningkatan kualitas layanan yang konsisten, responsif, dan empatik harus menjadi prioritas karena terbukti dapat meningkatkan kepuasan dan loyalitas konsumen.

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