Peran Customer Experience Dalam Memediasi Pengaruh Kualitas Layanan, Corporate Image, dan Harga Terhadap Loyalitas Pelanggan (Studi pada pelanggan PT Pos Indonesia Cabang Ponorogo)

The Role of Customer Experience in Mediating the Influence of Service Quality, Corporate Image, and Price on Customer Loyalty (Study on customers of PT Pos Indonesia, Ponorogo Branch)

Loyalitas Pelanggan merupakan komitmen pelanggan dalam melakukan pembelian suatu jasa secara terus menerus yang timbul karena adanya kepuasan dari layanan yang telah diberikan oleh perusahaan. Beberapa faktor yang mempengaruhi loyalitas pelanggan adalah customer experience, kualitas layanan, corporate image, dan harga. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, corporate image, dan harga terhadap loyalitas pelanggan pada layanan Pos Kilat Khusus, serta menganalisis pengaruh kualitas layanan, corporate image, dan harga terhadap customer experience pada layanan Pos Kilat Khusus. Penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel yang digunakan yaitu teknik purposive sampling dengan jumlah responden 220. Penyebaran kuisioner dilakukan secara offline dengan pengukuran jawaban menggunakan skala likert lima jenjang. Analisis statistik yang digunakan adalah Path Analisis dengan software AMOS versi 24. Hasil penelitian menunjukkan bahwa kualitas layanan dan harga berpengaruh terhadap loyalitas pelanggan. Sedangkan corporate image tidak berpengaruh terhadap loyalitas pelanggan. Kualitas layanan, corporate image, dan harga berpengaruh terhadap customer experience, serta pengaruhnya lebih besar ketika melalui variabel customer experience. Implikasi berdasarkan penelitian ini menunjukkan bahwa Kantor Pos Ponorogo diharapkan terus mengembangkan dan meningkatkan kualitas layanan khususnya pada layanan Pos Kilat Khusus, mempertahankan maupun meningkatkan corporate image, memberikan harga yang dapat dijangkau oleh pelanggan dan memberikan benefit lebih kepada pelanggan agar pelanggan tetap loyal.

 Kata Kunci: Kualitas Layanan, Corporate Image, Harga, Customer Experience, Loyalitas Pelanggan.

Customer Loyalty is a customer's commitment to purchase a service on an ongoing basis that arises because of satisfaction with the services provided by the company. Several factors that affect customer loyalty are customer experience, service quality, corporate image, and price. This study aims to analyze the effect of service quality, corporate image, and price on customer loyalty at Special Express Post services, as well as analyze the effect of service quality, corporate image, and price on customer experience at Special Express Post services. This research is quantitative research. The sampling technique used was purposive sampling technique with a total of 220 respondents. Questionnaires were distributed offline by measuring answers using a five-level Likert scale. The statistic analysis used was Path Analysis with AMOS version 24 software. The results of the study show that service quality and price have an effect on customer loyalty. Meanwhile, corporate image has no effect on customer loyalty. Service quality, corporate image, and price have an effect on customer experience, and the effect is greater when going through the customer experience variabel. The implications based on this research show that the Ponorogo Post Office is expected to continue to develop and improve service quality, especially in Special Express Post services, maintain and improve corporate image, provide prices that can be reached by customers and provide more benefits to customers so that customers remain loyal.

Keywords: Service Quality, Corporate Image, Price, Customer Experience, Customer Loyalty.