Pengaruh Promosi Media Sosial, Kualitas Layanan Dan Fasilitas Fisik Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Di Pusat Kesehatan Hewan (Puskeswan) Kota Depok
DOI:
https://doi.org/10.37385/msej.v7i4.10868Keywords:
kualitas layanan, fasilitas fisik, kepuasan pelanggan, loyalitas pelanggan, PuskeswanAbstract
Penelitian ini bertujuan menganalisis pengaruh promosi media sosial, kualitas layanan, dan fasilitas fisik terhadap loyalitas pelanggan melalui kepuasan pelanggan di Puskeswan Kota Depok. Layanan Puskeswan diberikan secara gratis sebagai kebijakan pemerintah untuk mendorong pemilik hewan peliharaan dan peternak agar rutin memeriksakan hewannya. Loyalitas pelanggan dalam penelitian ini diartikan sebagai komitmen untuk terus menggunakan layanan Puskeswan sehingga kesehatan hewan terpantau dan risiko penularan penyakit ke manusia dapat dicegah. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap pengguna layanan. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa promosi media sosial tidak berpengaruh signifikan terhadap loyalitas maupun kepuasan pelanggan. Kualitas layanan dan fasilitas fisik tidak berpengaruh langsung terhadap loyalitas, tetapi keduanya berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selanjutnya, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas serta memediasi pengaruh kualitas layanan dan fasilitas fisik terhadap loyalitas, namun tidak memediasi pengaruh promosi media sosial. Temuan ini menegaskan bahwa dalam layanan kesehatan hewan gratis, loyalitas lebih ditentukan oleh kepuasan atas pengalaman pelayanan.
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