UNDERSTANDING THE KEY TO CUSTOMER LOYALTY: THE IMPACT OF SERVICE QUALITY, PRODUCT DIVERSITY, AND CUSTOMER SATISFACTION

Abstract

Abstrak Dalam era kompetisi bisnis yang semakin ketat, mempertahankan pelanggan menjadi lebih penting daripada sekadar menarik pelanggan baru. Penelitian ini menawarkan kebaruan dengan menguji secara simultan pengaruh kualitas layanan, keragaman produk, dan kepuasan pelanggan terhadap loyalitas pelanggan dalam satu model terpadu, yang sebelumnya jarang diteliti bersama. Penelitian ini mengeksplorasi faktor-faktor yang mempengaruhi loyalitas pelanggan, dengan fokus pada kualitas layanan, keragaman produk, dan kepuasan pelanggan. Menggunakan pendekatan kuantitatif dan metode analisis Partial Least Square (PLS), penelitian ini menguji dampak langsung dari ketiga variabel terhadap loyalitas pelanggan. Hasil penelitian menunjukkan bahwa kepuasan pelanggan memiliki pengaruh paling signifikan terhadap loyalitas pelanggan dengan nilai koefisien 0,415, nilai t-statistics sebesar 6,337, dan p-value 0,000. Keragaman produk juga menunjukkan pengaruh positif yang signifikan (koefisien = 0,269; t-statistics = 3,870; p-value = 0,000), menegaskan pentingnya variasi produk dalam mempertahankan pelanggan. Kualitas layanan turut berkontribusi positif terhadap loyalitas pelanggan meskipun dengan pengaruh yang lebih kecil (koefisien = 0,208; t-statistics = 3,386; p-value = 0,001). Temuan ini menekankan bahwa peningkatan kepuasan pelanggan merupakan strategi utama dalam memperkuat loyalitas, diikuti oleh diversifikasi produk dan perbaikan layanan secara berkelanjutan.

Abstract In an era of increasingly intense business competition, retaining existing customers has become more critical than merely acquiring new ones. This study offers a novel contribution by simultaneously examining the effects of service quality, product diversity, and customer satisfaction on customer loyalty within a unified analytical model a relationship that has been rarely investigated collectively in prior research. The study explores the key factors influencing customer loyalty, specifically focusing on service quality, product diversity, and customer satisfaction. Employing a quantitative approach and Partial Least Squares (PLS) analysis, the research assesses the direct impact of these three variables on customer loyalty. The results indicate that customer satisfaction exerts the most substantial influence on customer loyalty, with a path coefficient of 0.415, a t-statistic of 6.337, and a p-value of 0.000. Product diversity also demonstrates a statistically significant positive effect (coefficient = 0.269; t-statistic = 3.870; p-value = 0.000), underscoring the importance of offering a wide range of products to sustain customer retention. Meanwhile, service quality contributes positively to customer loyalty, albeit with a comparatively smaller effect (coefficient = 0.208; t-statistic = 3.386; p-value = 0.001). These findings highlight that enhancing customer satisfaction should be prioritized as the core strategy to strengthen loyalty, followed by expanding product variety and continuously improving service quality.