Pengaruh Persepsi Kualitas Dan Persepsi Nilai Terhadap Loyalitas Merek Pada Jasa Pengiriman Paket Jne Express Di Jawa Timur
DOI:
https://doi.org/10.37385/msej.v5i2.6690Abstract
Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh persepsi kualitas dan persepsi nilai terhadap loyalitas merek pada pengguna jasa pengiriman paket JNE Express. Metodologi penelitian yang digunakan pada penelitian ini menggunakan 144 sampel yang dikumpulkan melalui kuisioner dan disebarkan di Surabaya dan Sidoarjo. Tanggapan responden dianalisis dengan analisis deskriptif dengan menggunakan SPSS 26.0 dan analisis statistik menggunakan WarpPls 7.0. Hasil penelitian menunjukkan bahwa persepsi kualitas berpengaruh positif signifikan terhadap persepsi nilai dan loyalitas merek. Temuan lain menunjukkan bahwa persepsi nilai mempengaruhi loyalitas merek. Implikasi studi dari penelitian ini adalah untuk mengembangkan strategi yang digunakan JNE Express kedepannya, terutama dalam meningkatkan kinerja dalam menghadapi kompetensi di industri jasa pengiriman saat ini dengan cara membangun persepsi kualitas dan persepsi nilai yang baik sehingga dapat meningkatkan loyalitas merek dalam penggunaan jasa pengiriman.
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