Analisis Pengaruh Perceived Value dan Service Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi di Toko Obat Barkah
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Abstract
Customer loyalty is a key factor in sustaining the competitiveness of pharmaceutical retail businesses amid increasingly intense market competition. This study aims to analyze the influence of perceived value and service quality on customer loyalty through customer satisfaction as a mediating variable at Toko Obat Barkah, Dompu Regency. The study employed a quantitative approach with an associative causal research design involving 75 respondents selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, the coefficient of determination (R²), and the Sobel Test. The results indicate that perceived value and service quality have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. Furthermore, the Sobel Test confirms that customer satisfaction partially mediates the relationship between perceived value, service quality, and customer loyalty. These findings suggest that enhancing customer value and service quality in ways that improve customer satisfaction is an effective strategy for strengthening customer loyalty at Toko Obat Barkah, Dompu Regency.
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How to Cite
Kusmiati, K., Mansyuri, M. I., & Fahrudin, F. (2026). Analisis Pengaruh Perceived Value dan Service Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi di Toko Obat Barkah. ProBisnis : Jurnal Manajemen, 17(4), 2446–2457. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1651
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Sinaga, B. D., & Rizal, A. (2024). Customer satisfaction as a mediator of perceived service quality, perceived relationship quality, and perceived value on customer loyalty. Journal of Economic, Business and Accounting (COSTING), 7(4). https://doi.org/10.31539/costing.v7i4.10490
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Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
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Bashir, M. A., Ali, M. H., Wai, L. M., Hossain, M. I., & Rahaman, M. S. (2020). Mediating effect of customer perceived value on the relationship between service quality and customer satisfaction of e-banking in Bangladesh. International Journal of Advanced Science and Technology, 29(2), 3590–3606.
Budiyono, & Sutianingsih. (2021). Peran kepuasan pelanggan dalam memoderasi pengaruh perceived value terhadap loyalitas pelanggan. EKUITAS (Jurnal Ekonomi dan Keuangan), 5(4). https://doi.org/10.24034/j25485024.y2021.v5.i4.5104
Candra, E., & Sunaryanto, K. (2023). Pengaruh harga, kualitas produk, kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan. Business and Investment Review, 1(5), 109–117. https://doi.org/10.61292/birev.v1i5.53
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315–328. https://doi.org/10.21744/irjmis.v8n3.1786
Dharma, I. M. S. Y., & Aksari, N. M. A. (2023). Peran kepuasan pelanggan memediasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan. E-Jurnal Manajemen, 12(12), 1265–1286. https://doi.org/10.24843/EJMUNUD.2023.v12.i12.p01
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.
Hidayat, M. A., Rasyid, A., & Pasolo, F. (2024). Service quality on customer loyalty: Mediation of customer satisfaction. Advances in Business & Industrial Marketing Research, 2(3), 150–163.
Juniarti, S., Zuraida, L., & Wikaningtyas, S. U. (2022). Pengaruh kualitas produk, harga, lokasi, dan kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen sebagai variabel intervening. Jurnal Riset Akuntansi dan Bisnis Indonesia, 2(2).
Khawaja, L., Ali, A. A., & Mostapha, N. (2021). The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty. Management Science Letters, 11(3), 763–772. https://doi.org/10.5267/j.msl.2020.10.040
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th Global ed.). Pearson.
Lestari, P., & Adialita, T. (2024). The influence of perceived value on customer loyalty mediated by customer satisfaction Sunscreen Nivea in Bandung City. OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 9(1), 1–15. https://journal.unpas.ac.id/index.php/oikos/article/view/21775
Lihawa, N. X., & Tunjungsari, H. K. (2023). Customer loyalty pada industri penyedia layanan internet seluler di Jakarta: Customer satisfaction sebagai mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 7(4), 359–365. https://doi.org/10.24912/jmbk.v7i4.25383
Mardiah, B., Maryanti, S., & Suharti. (2023). Analisis pengaruh kualitas layanan terhadap kepuasan dan loyalitas konsumen pada perusahaan ritel Alfamart. Valid: Jurnal Ilmiah, 20(1), 116–126. https://doi.org/10.53512/valid.v20i1.255
Musarofah, S., Askar, B. M., & Sya’adah, U. (2022). Kualitas layanan, nilai yang diterima, dan loyalitas pelanggan: Kepuasan pelanggan sebagai mediator. Media Komunikasi Ilmu Ekonomi, 39(2), 106–117.
Nalendra, A. R. A., Winarno, S. H., & Priadi, A. (2022). Pengaruh kualitas layanan, harga, promosi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. KREATIF: Jurnal Ilmiah Prodi Manajemen Universitas Pamulang, 10(1), 1–12.
Nugraha, M. H., & Hermeindito. (2023). The role of customer satisfaction as a mediator for service quality and perceived value in influencing brand loyalty event organizer Heaven Flow. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(2), 9–16. https://doi.org/10.37715/rmbe.v3i2.4472
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Pangesti, E. N., Resmi, S., & Utami, A. M. (2024). Pengaruh kualitas layanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Badan Penyelenggaraan Jaminan Sosial Ketenagakerjaan Gunungkidul. Cakrawangsa Bisnis, 5(1), 16–26. https://www.journal.stimykpn.ac.id/index.php/cb/article/view/481
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Priansa, D. J. (2021). Perilaku konsumen dalam persaingan bisnis kontemporer. Alfabeta.
Putri, F. N., & Nainggolan, B. (2022). Pengaruh kualitas pelayanan dan suasana terhadap loyalitas pelanggan melalui kepuasan pelanggan. Panorama Nusantara, 17(1), 16–27.
Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453. https://doi.org/10.1016/j.jretconser.2021.102453
Safitri, D., & Hayati, A. (2022). Pengaruh harga dan kualitas layanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening jasa online Maxim. Jurnal Ecogen, 5(1), 25–36.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). John Wiley & Sons.
Sinaga, B. D., & Rizal, A. (2024). Customer satisfaction as a mediator of perceived service quality, perceived relationship quality, and perceived value on customer loyalty. Journal of Economic, Business and Accounting (COSTING), 7(4). https://doi.org/10.31539/costing.v7i4.10490
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Theresia, T., & Briliana, V. (2021). Pengaruh perceived service quality, perceived value dan customer satisfaction terhadap customer loyalty pada pelanggan KFC di Jakarta. Jurnal Wira Ekonomi Mikroskil, 11(1), 13–24.
Tjiptono, F., & Chandra, G. (2020). Pemasaran strategik (4th ed.). ANDI.
Tjiptono, F., & Diana, A. (2022). Manajemen dan strategi kepuasan pelanggan. Penerbit Andi.
Viola, E. G., Wahyudi, E., Karyadi, H., & Dwimahendrawan, A. (2024). Pengaruh kualitas pelayanan dan kepuasan nasabah terhadap loyalitas nasabah. Jurnal Strategi dan Bisnis, 12(1), 93. https://doi.org/10.19184/jsb.v12i1.45406