ANTESEDEN KUALITAS LAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN PADA BPJS KETENAGAKERJAAN MALUKU

Elizabeth Lisya Wiharja; Herminawaty Abubakar; Seri Suriani

doi:10.35965/jbm.v7i2.5170

Authors

Elizabeth Lisya Wiharja BPJS Ketenagakerjaan Maluku
Herminawaty Abubakar Program Studi Manajemen Program Pascasarjana Universitas Bosowa
Seri Suriani Program Studi Manajemen Program Pascasarjana Universitas Bosowa

DOI:

https://doi.org/10.35965/jbm.v7i2.5170

Keywords:

Kualitas Layanan Manual, Kualitas Layanan Online, Kepuasan Pelanggan, Loyalitas Pelanggan, BPJS Ketenagakerjaan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan manual dan kualitas layanan online terhadap loyalitas pelanggan, dengan Kepuasan Pelanggan sebagai variabel mediasi di BPJS Ketenagakerjaan Wilayah Maluku. Metode yang digunakan adalah kuantitatif dengan mengumpulkan data melalui observasi dan kuesioner, melibatkan 100 responden. Analisis data dilakukan menggunakan metode Partial Least Square (PLS) versi 4.1. Hasil penelitian menunjukkan bahwa Kualitas Layanan Manual dan Kualitas Layanan Online secara signifikan mempengaruhi Loyalitas Pelanggan baik secara langsung maupun melalui Kepuasan Pelanggan. Indeks t-statistik untuk Kualitas Layanan Manual adalah 3.49523 (p-value 0.00020) dan untuk Kualitas Layanan Online adalah 7.96469 (p-value 0.0000). Selain itu, kepuasan pelanggan berfungsi sebagai mediator yang signifikan dalam hubungan tersebut, dengan efek tidak langsung sebesar 16,95% untuk Kualitas Layanan Manual dan 17,29% untuk Kualitas Layanan Online. Temuan ini menggarisbawahi pentingnya pengelolaan kualitas layanan baik manual maupun digital dalam meningkatkan loyalitas pelanggan.

This study aims to analyze the effect of manual service quality and online service quality on customer loyalty, with customer satisfaction as a mediating variable at BPJS Ketenagakerjaan Maluku Region. The research employs a quantitative method, collecting data through observation and questionnaires from 100 respondents. Data analysis was conducted using Partial Least Square (PLS) version 4.1. The findings indicated that both Manual Service Quality and Online Service Quality significantly affect Customer Loyalty, both directly and indirectly through Customer Satisfaction. The t-statistic index for Manual Service Quality is 3.49523 (p-value 0.00020), and for Online Service Quality, it is 7.96469 (p-value 0.0000). Additionally, customer satisfaction acts as a significant mediator, with indirect effects of 16.95% for Manual Service Quality and 17.29% for Online Service Quality. These findings underscore the importance of managing both manual and digital service quality to enhance customer loyalty.

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