Analisis Pengaruh Kepuasan Pelanggan, Kualitas Produk Milkshake Donut dan Fruit Smoothies Terhadap Word Of Mouth dengan Metode Structural Equation Model (SEM)
DOI:
https://doi.org/10.30587/matrik.v25i1.8482Keywords:
Kepuasan pelanggan, kualitas produk, structural equation model, word of mouthAbstract
The increasing market competition has impacted customer satisfaction and product quality. A business in the beverage sector experienced a decline in sales, leading to losses. This study aims to analyze the influence of customer satisfaction and product quality of milkshake donuts and fruit smoothies on Word of Mouth (WOM). The company needs to understand the factors affecting customer behavior to improve the effectiveness of their marketing strategies. The method used in this study is Structural Equation Modeling (SEM), which analyzes the complex relationships between these variables. Data were collected through questionnaires distributed to consumers and analyzed using SEM software to test the hypotheses. The results showed that product quality has a significant effect on customer satisfaction. Customer satisfaction also influences WOM, although no direct effect was found between customer satisfaction and WOM. By focusing on improving product quality and customer satisfaction, the company can leverage WOM as an effective promotional tool to strengthen its market position.
References
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[3] M. A. Fatchurrochim, D. Nurwahyudianto, I. P. Wijanarko, V. Wulandari, M. Mudhofar, and A. A. Saputra, "Mengukur Pengaruh Kepercayaan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan dengan Model Structural Equation Modelling (SEM)," in Prosiding SENASTITAN: Seminar Nasional Teknologi Industri Berkelanjutan, vol. 3, Mar. 2023.
[4] T. W. Adi, D. F. Prakasa, and S. Arifin, "Pengaruh Harga Produk dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Pada PT. Sejahtera Buana Trada Surabaya," Economics and Sustainable Development, vol. 8, no. 1, 2024.
[5] L. Hakim and M. R. Sari, "Analisis Tingkat Kepuasan Pelanggan Terhadap Pelayanan Pt. Tiki Lubuklinggau Menggunakan Metode Servqual," JUSIM (Jurnal Sistem Informasi Musirawas), vol. 3, no. 2, pp. 56-68, 2020.
[6] R. S. Hamid and S. M. Anwar, Structural Equation Modelling Berbasis Varian: Konsep Dasar dan Aplikasi dengan Program SMARTPLS. PT. Inkubator Penulis Indonesia, 2020.
[7] A. Akbar, B. N. Kusuma, W. Jamaludin, and S. H. Putri, "Pengaruh Disiplin, Fasilitas, Lingkungan dan Kompensasi Kerja Terhadap Kinerja Karyawan Menggunakan Metode Structural Equation Modeling (SEM) Pada Bagian Office di PT. Sulzer Indonesia," Jurnal Teknologika, vol. 12, no. 2, pp. 254-261, 2022.
[8] T. F. Zalukhu, J. B. I. J. Gea, P. F. Hulu, and M. S. D. Mendrofa, "Pengaruh Pengendalian Kualitas Produk Terhadap Kepuasan Pelanggan pada UD. Wery Bakery Miga Kota Gunung Sitoli," Innovative: Journal Of Social Science Research, vol. 4, no. 1, pp. 7440–7450, 2024.
[9] N. M. Janna and H. Herianto, Konsep Uji Validitas dan Reliabilitas dengan Menggunakan SPSS, 2021.
[10] D. Kurniasih, Kepuasan Konsumen: Studi Terhadap Word of Mouth, Kualitas Layanan dan Citra Merek. Banten: Bintang Sembilan Visatama, 2021.
[11] C. L. R. Winasis, H. S. Widianti, and B. Hadibrata, "Determination of Purchase Decisions: Price, Promotion and Product Quality (Literature Review of Marketing Management)," Jurnal Ilmu Manajemen Terapan, vol. 3, no. 4, pp. 399-410, 2022.
[12] A. Khairunisa and P. C. Nisa, "Pengaruh Kepuasan Konsumen terhadap Brand Produk Minuman Boba Xing Fu Tang," Jurnal Ecodemica: Jurnal Ekonomi Manajemen dan Bisnis, vol. 6, no. 2, pp. 195-205, 2022.
[13] A. Muhtarom, M. I. Syairozi, and H. L. Yonita, "Analisis Persepsi Harga, Lokasi, Fasilitas, dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian (Studi Kasus pada UMKM Skck (Stasiun Kuliner Canditunggal Kalitengah) Metode Structural Equation Modelling (SEM)-Partial Least," EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, vol. 10, no. S1, pp. 391-402, 2022.
[14] U. Bakti and R. Setiawan, "Pengaruh Harga, Personal Selling, Kualitas Produk Dan Word Of Mouth Terhadap Keputusan Pembelian Motor Pada Dealer Pt. Yamaha Putera Langkapura," Jurnal Cakrawala Ilmiah, vol. 1, no. 1, pp. 1–16, 2021.
[15] T. D. Fanulene and D. Soediantono, "Manajemen Rantai Pasok Pada Industri Pertahanan di Era Industri 4.0 dan Digital," Journal of Industrial Engineering & Management Research, vol. 3, no. 4, pp. 77–85, 2022.
[16] M. I. Firmansyah and H. Ubaidillah, "Pengaruh Pengembangan Karir, Pelatihan, dan Motivasi Terhadap Kepuasan Kerja pada PT. Sekawan Kosmetik Wasantara," Innovative Technologica: Methodical Research Journal, vol. 1, no. 3, pp. 11–11, 2022
[17] R. Suarantalla, Y. Sudodo, and K. Hermanto, "Analisis Faktor yang Mempengaruhi Eksistensi Ritel Tradisional di Kecamatan Sumbawa Menggunakan Structural Equation Modeling," Performa: Media Ilmiah Teknik Industri, vol. 19, no. 2, 2020.
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Published
2024-09-30
How to Cite
Fitriani, W., Hartati, M., Nofirza, N., & Nurainun, T. (2024). Analisis Pengaruh Kepuasan Pelanggan, Kualitas Produk Milkshake Donut dan Fruit Smoothies Terhadap Word Of Mouth dengan Metode Structural Equation Model (SEM). Matrik : Jurnal Manajemen Dan Teknik Industri Produksi, 25(1), 99–108. https://doi.org/10.30587/matrik.v25i1.8482
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