Pengaruh Perceived value terhadap Intention to continue relationship dengan Mediasi Satisfaction pada Kemitraan Business-to-Business

Muhammad Arief Sani Wibisono; Syti Sarah Maesaroh; Muhammad Rizki Nugraha

doi:10.31004/riggs.v5i2.11911

Authors

Muhammad Arief Sani Wibisono Universitas Pendidikan Indonesia
Syti Sarah Maesaroh Universitas Pendidikan Indonesia
Muhammad Rizki Nugraha Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.31004/riggs.v5i2.11911

Keywords:

Perceived Value, Satisfaction, Intention To Continue Relationship, Kemitraan Business-To-Business, Non-Transactional Partnership

Abstract

Keberlanjutan hubungan merupakan faktor penting dalam kemitraan Business-to-Business (B2B) karena mendukung terciptanya kolaborasi jangka panjang, pertukaran sumber daya, serta penciptaan nilai bersama antarorganisasi. Meskipun hubungan antara Perceived Value, Satisfaction, dan Intention to continue relationship telah banyak dibahas dalam literatur B2B, sebagian besar penelitian masih berfokus pada hubungan yang bersifat komersial, seperti hubungan supplier–buyer atau pertukaran berbasis transaksi. Penelitian mengenai hubungan tersebut dalam konteks kemitraan B2B kolaboratif yang tidak didasarkan pada transaksi ekonomi langsung masih relatif terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived value terhadap Intention to continue relationship melalui peran mediasi Satisfaction dalam kemitraan B2B non-transaksional. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 190 organisasi sebagai responden. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Perceived value berpengaruh positif dan signifikan terhadap Satisfaction serta Intention to continue relationship. Selain itu, Satisfaction juga terbukti berpengaruh positif dan signifikan terhadap Intention to continue relationship. Hasil pengujian mediasi menunjukkan bahwa Satisfaction memediasi secara parsial hubungan antara Perceived value dan Intention to continue relationship, yang mengindikasikan bahwa manfaat yang dirasakan organisasi dapat mendorong keberlanjutan hubungan baik secara langsung maupun melalui terbentuknya kepuasan. Temuan ini memperluas penerapan Social Exchange Theory dan Expectation Confirmation Theory pada konteks kemitraan B2B non-transaksional serta menegaskan bahwa penciptaan nilai merupakan faktor strategis dalam membangun hubungan kolaboratif yang berkelanjutan antarorganisasi.

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