THE INFLUENCE OF VALUE-BASED BUSINESS AND CUSTOMER EXPERIENCE CONSISTENCY ON LOYALTY THROUGH EMOTIONAL CONNECTION

Resa Dwi Putra Mehendra, Sri Harini, Titiek Tjahja Andari

Abstract


Penurunan pendapatan dan berkurangnya jumlah pelanggan pada UD Sinar Surya Sentosa, distributor plywood berbasis B2B di Bogor, menjadi latar belakang kajian ini terhadap peran strategi relasional dalam mempertahankan pelanggan jangka panjang. Dua konstruk diuji sebagai kemungkinan pendorong loyalitas, yaitu penerapan bisnis berbasis nilai dan konsistensi pengalaman pelanggan, dengan koneksi emosional diposisikan sebagai mekanisme penghubung keduanya terhadap loyalitas. Desain kuantitatif deskriptif-verifikatif diterapkan pada 56 pelanggan bisnis yang dipilih melalui teknik sampling jenuh; data dihimpun lewat kuesioner terstruktur dan diolah menggunakan Partial Least Squares Structural Equation Modeling (SmartPLS 4). Hasil pengujian menunjukkan bahwa bisnis berbasis nilai memberi pengaruh langsung yang signifikan terhadap loyalitas pelanggan, sementara konsistensi pengalaman saja belum cukup untuk mendorong loyalitas tanpa dukungan faktor lain. Koneksi emosional terbukti berkontribusi positif dan signifikan terhadap loyalitas, dan kedua variabel prediktor sama-sama memperkuat terbentuknya ikatan emosional tersebut. Meski demikian, pengujian mediasi mengindikasikan bahwa koneksi emosional belum mampu menjadi jalur tidak langsung yang signifikan antara kedua prediktor dengan loyalitas pelanggan. Temuan ini mengarahkan pada pemahaman bahwa dalam konteks B2B, keputusan pelanggan untuk tetap bertahan lebih dipengaruhi oleh manfaat nyata dari hubungan bisnis — keandalan layanan, ketersediaan produk, dan pemenuhan komitmen — dibandingkan kedekatan afektif semata. Oleh sebab itu, UD Sinar Surya Sentosa disarankan memprioritaskan kualitas interaksi, kestabilan ketersediaan produk, dan penciptaan nilai bersama sebagai strategi utama mempertahankan pelanggan.

Keywords


Bisnis Berbasis Nilai, Konsistensi Pengalaman Pelanggan, Koneksi Emosional, Loyalitas Pelanggan, SEM-PLS.

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DOI: https://doi.org/10.37479/jimb.v9i2.41406

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo