DETERMINASI KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN SERTA IMPLIKASINYA TERHADAP WORD OF MOUTH DI INDUSTRI ASURANSI JIWA

Richardo Hendrik Juanto, Patria Laksamana

Abstract


This research aims to reveal how service quality, prices, customer satisfaction, and loyalty influence each other's customer recommendations to increase customer retention and encourage positive word-of-mouth (WOM). This research uses a quantitative approach with the Structural Equation Modeling (SEM) method to analyze survey data from 114 samples of PT Asuransi Jiwa BCA customers. The research results show that service quality is proven to have a positive and significant influence on customer satisfaction and loyalty, prices have a positive and significant influence on customer satisfaction and loyalty, customer satisfaction has a positive and significant influence on WoM, customer loyalty is also proven to have a positive influence on WoM, service quality has a positive influence on WoM through customer satisfaction and loyalty, prices also have a positive influence on WoM through both customer satisfaction and customer loyalty, customer satisfaction significantly mediates the influence of service quality on WoM, and customer loyalty also significantly mediates the influence of price on WoM.

Penelitian ini bertujuan untuk mengungkap bagaimana kualitas layanan, harga premi, kepuasan pelanggan, dan loyalitas saling berinteraksi dalam memengaruhi rekomendasi pelanggan untuk meningkatkan retensi pelanggan dan mendorong Word of Mouth (WOM) yang positif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) untuk menganalisis data survei dari 114 sampel pelanggan PT Asuransi Jiwa BCA. Hasil penelitian menunjukkan bahwa kualitas layanan terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan, harga premi memiliki pengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan, kepuasan Pelanggan memiliki pengaruh positif dan signifikan terhadap WoM, Loyalitas Pelanggan juga terbukti berpengaruh positif terhadap WoM, kualitas layanan berpengaruh positif terhadap WoM melalui kepuasan dan loyalitas pelanggan, harga premi juga memiliki pengaruh positif terhadap WoM baik melalui kepuasan pelanggan maupun loyalitas pelanggan, kepuasan pelanggan secara signifikan memediasi pengaruh kualitas layanan terhadap WoM, dan loyalitas pelanggan juga secara signifikan memediasi pengaruh harga premi terhadap WoM.


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DOI: https://doi.org/10.56486/kompleksitas.vol14no1.765

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