KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN
DOI:
https://doi.org/10.33197/bes.vol6.iss1.2026.3582Kata Kunci:
Kualitas Pelayanan, Promosi, Kepuasan Pelanggan, Loyalitas Pelanggan, Literature ReviewAbstrak
Tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dan promosi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi melalui pendekatan kajian literatur sistematis. Metode yang digunakan adalah observasi literatur sistematis terhadap artikel jurnal internasional dan nasional yang dipublikasikan dengan menggunakan database Google Scholar, Scopus, dan SINTA. Kriteria inklusi mencakup artikel yang membahas kualitas pelayanan, promosi, kepuasan, dan loyalitas pelanggan pada berbagai sektor industri. Temuan utama menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan kepuasan pelanggan menjadi mediator yang efektif antara kualitas pelayanan dan loyalitas. Promosi yang dirancang secara tepat juga terbukti meningkatkan kepuasan dan loyalitas pelanggan secara langsung maupun tidak langsung. Implikasi teoritis dari penelitian ini memperkuat model SERVQUAL dan teori perilaku konsumen dalam konteks loyalitas pelanggan. Secara praktis, temuan ini memberikan panduan bagi perusahaan untuk meningkatkan strategi pelayanan dan promosi guna membangun loyalitas jangka panjang. Kebaruan penelitian ini terletak pada sintesis penelitian ilmiah terkini yang menggabungkan tiga konstruk utama dalam satu kerangka integratif.
Unduhan
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