Service Quality and Customer Trust as Drivers of Customer Retention through Customer Satisfaction in the Digital Service Industry

Moh. Tahang; Sukardi Sukardi; Sutariyono Sutariyono

doi:10.61132/jukerdi.v2i5.1519

Authors

Moh. Tahang Sekolah Tinggi Ilmu Ekonomi Ganesha
Sukardi Sukardi Sekolah Tinggi Ilmu Ekonomi Ganesha
Sutariyono Sutariyono Sekolah Tinggi Ilmu Ekonomi Ganesha

DOI:

https://doi.org/10.61132/jukerdi.v2i5.1519

Keywords:

Customer Retention, Customer Satisfaction, Customer Trust, Digital Services, Service Quality

Abstract

Pertumbuhan pesat industri jasa digital telah meningkatkan persaingan dan meningkatkan pentingnya menjaga hubungan pelanggan yang berkelanjutan. Studi ini bertujuan untuk meneliti pengaruh Kualitas Layanan dan Kepercayaan Pelanggan terhadap Retensi Pelanggan melalui Kepuasan Pelanggan dalam industri jasa digital. Pendekatan kuantitatif digunakan dengan melibatkan 200 pengguna jasa digital yang dipilih melalui pengambilan sampel bertujuan. Data dikumpulkan menggunakan kuesioner terstruktur dengan skala Likert lima poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa Kualitas Layanan memiliki pengaruh positif dan signifikan terhadap Kepuasan Pelanggan, sedangkan Kepercayaan Pelanggan juga berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Lebih lanjut, Kepuasan Pelanggan memiliki pengaruh positif dan signifikan terhadap Retensi Pelanggan. Analisis pengaruh tidak langsung menunjukkan bahwa kepuasan pelanggan memainkan peran penting dalam menghubungkan kualitas layanan dan kepercayaan pelanggan dengan retensi pelanggan. Temuan ini menekankan bahwa penyedia jasa digital harus secara konsisten meningkatkan kinerja layanan, memperkuat kepercayaan pelanggan, dan menciptakan pengalaman pelanggan yang memuaskan untuk mendorong penggunaan layanan yang berkelanjutan. Studi ini memberikan wawasan praktis untuk mengembangkan strategi retensi pelanggan dalam lingkungan jasa digital yang semakin kompetitif.

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