Pengaruh Kualitas Layanan dan Nilai yang Dirasakan terhadap Niat Beli Ulang Melalui Mediasi Kepuasan Pelanggan di Clinic Stars

Lusyana Siregar; Damelia Basauli Tambunan; Eric Harianto

doi:10.31004/riggs.v4i3.2892

Authors

Lusyana Siregar Universitas Ciputra Surabaya
Damelia Basauli Tambunan Universitas Ciputra Surabaya
Eric Harianto Universitas Ciputra Surabaya

DOI:

https://doi.org/10.31004/riggs.v4i3.2892

Keywords:

Kepuasan Pelanggan, Kualitas Layanan, Nilai yang Dirasakan, Niat Beli Ulang, Clinic Stars

Abstract

Penelitian ini bertujuan untuk menganalisis peran kepuasan pelanggan dalam memediasi pengaruh kualitas layanan dan nilai yang dirasakan terhadap niat beli ulang di Clinic Stars Pematang Siantar. Fenomena stagnasi bahkan penurunan jumlah pelanggan di tengah persaingan ketat industri klinik kecantikan menjadi dasar penting penelitian ini. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling dengan populasi pelanggan tahunan sebanyak 1.197 orang, jumlah sampel ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 10%. Hasil perhitungan menunjukkan kebutuhan minimal 93 responden. Namun, untuk meningkatkan validitas data, penelitian ini melibatkan 100 responden, yaitu pelanggan yang telah melakukan perawatan lebih dari dua kali. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan (SEM-PLS). Hasil penelitian menunjukkan bahwa kualitas layanan dan nilai yang dirasakan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Peningkatan kualitas layanan seperti ketepatan waktu, sikap profesional staf, dan kenyamanan fasilitas berkontribusi langsung pada kepuasan pelanggan. Demikian pula, nilai yang dirasakan, yaitu persepsi manfaat yang sepadan atau melebihi biaya yang dikeluarkan, memberikan dampak besar pada tingkat kepuasan. Selain itu, kualitas layanan dan nilai yang dirasakan juga berpengaruh signifikan terhadap niat beli ulang, baik secara langsung maupun melalui kepuasan pelanggan. Kepuasan terbukti menjadi variabel mediasi yang kuat, di mana pengalaman positif dari layanan yang berkualitas dan bernilai mendorong pelanggan untuk terus menggunakan layanan di masa mendatang. Temuan ini memberikan implikasi praktis bagi manajemen Clinic Stars. Strategi utama yang perlu dilakukan adalah menjaga konsistensi kualitas layanan, memperkuat nilai yang dirasakan melalui program loyalitas dan layanan bernilai tambah, serta membangun kepuasan sebagai dasar terciptanya loyalitas pelanggan jangka panjang.

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