ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER LOYALTY PENGGUNA PAY LATER DENGAN MEDIASI CUSTOMER SATISFACTION PADA MASYARAKAT PROVINSI KEPULAUAN RIAU
DOI:
https://doi.org/10.20527/jwmthemanagementinsightjournal.v11i3.240Keywords:
Pay Later, Customer Loyalty, Trust, Brand Image, Customer SatisfactionAbstract
ABSTRACT
Pay Later is a credit payment method facility, which is buy now and pay later. With the convenience and advantages that can be obtained from Pay Later services to consumers, many Indonesian companies see the potential for develop and also participate in competing in the BNPL (Buy Now Pay Later) industry. Reviewed from the number of companies that provide Pay Later facilities with various features,its quite challenging in this industry. In order to remain competitive in the market, apart from prospect to new customers, companies must also maintain customer loyalty. Because of that, this study was implemented for knowing the variable that influence customer loyalty in Pay Later through Brand Image, Trust, Experience Quality, Service Quality, Corporate Social Responsibility with the mediation of Customer Satisfaction. This analysis using Smart PLS 3 software for statistical result and SPSS for descriptive analysis result.The study was conducted on 468 respondents of Pay Later users in the Riau Islands Province. This study proven that Trust, Brand Image and Customer Satisfaction had positive and significant results in encouraging customer loyalty of PayLater users.
ABSTRAK
Pay Later adalah sebuah fasilitas metode pembayaran secara kredit. Artinya, membeli sekarang dan membayarnya kemudian. Dengan kemudahan dan keunggulan yang dapat diperoleh dari layanan Pay Later kepada konsumen, banyak perusahaan Indonesia yang melihat potensi perkembangan dan juga ikut berpartisipasi untuk bersaing di industri BNPL (Buy Now Pay Later). Ditinjau dari banyaknya perusahaan yang menyediakan fasilitas Pay Later dengan berbagai fitur-fiturnya, tidak mudah bagi perusahaan untuk memperoleh pangsa pasar yang baik, untuk dapat tetap bersaing di pasar tersebut, selain dari melakukan pemasaran kepada pelanggan baru, perusahaan juga harus mempertahankan loyalitas dari pelanggan. Oleh sebab itu, studi ni diterapkan untuk mengetahui variabel yang berpengaruh terhadap kesetiaan pelanggan Pay Later melalui variabel Brand Image, Trust, Experience Quality, Service Quality, Corporate Social Responsibility dengan mediasi Customer Satisfaction. Analisis ini menggunakan perangkat lunak Smart PLS 3 untuk pengujian statistik dan SPSS untuk pengujian analisis deskriptif. Penelitian dilakukan kepada 468 responden pengguna Pay Later di Provinsi Kepulauan Riau. Hasil penelitian menunjukkan bahwa Brand Image, Customer Satisfaction dan Trust memiliki hasil yang positif dan signifikan dalam mendorong loyalitas pelanggan pengguna PayLater.
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