Kepuasan Pelanggan sebagai Mediator Kondisi Pesanan dan Penanganan Ketidaksesuaian terhadap Loyalitas E-Commerce di Kudus
DOI:
https://doi.org/10.24114/jgk.v10.i4.76614Keywords:
Kondisi Pesanan, Penanganan Ketidaksesuaian, Kepuasan Pelanggan, Loyalitas Pelanggan, E-commerceAbstract
Penelitian ini dilatarbelakangi oleh terbatasnya kajian kepuasan pelanggan sebagai mediator kondisi pesanan dan penanganan ketidaksesuaian pesanan terhadap loyalitas pelanggan e-commerce, khususnya di wilayah non-metropolitan seperti Kabupaten Kudus. Penelitian bertujuan menganalisis pengaruh kondisi pesanan dan penanganan ketidaksesuaian terhadap loyalitas, pengaruh keduanya terhadap kepuasan, serta peran mediasi kepuasan. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional terhadap 100 pengguna e-commerce di Kabupaten Kudus yang dipilih melalui purposive sampling pada tahun 2026. Alur penelitian meliputi penyiapan instrumen, penyebaran kuesioner, uji validitas dan reliabilitas, uji asumsi klasik, regresi, hingga uji mediasi. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis dengan SPSS melalui regresi linier berganda serta uji Sobel. Hasil menunjukkan kondisi pesanan tidak berpengaruh langsung terhadap loyalitas (β = 0,099; p = 0,308), sedangkan penanganan ketidaksesuaian (β = 0,314; p = 0,001) dan kepuasan (β = 0,465; p < 0,001) berpengaruh signifikan. Kondisi pesanan (β = 0,464) dan penanganan ketidaksesuaian (β = 0,429) berpengaruh signifikan terhadap kepuasan. Kepuasan memediasi penuh jalur kondisi pesanan (z = 3,53) dan sebagian jalur penanganan ketidaksesuaian (z = 3,43). Disimpulkan kepuasan menjadi mekanisme kunci pembentuk loyalitas, sehingga perusahaan disarankan menjaga kondisi pesanan dan mempercepat penanganan keluhan.
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