Pengaruh Perilaku Hedonis dan Kepuasan Pelanggan terhadap Loyalitas Konsumen Lunna.shop

Kailasyira Marietsa Zamir, Anton Agus Setyawan

Abstract


Tujuan dari riset ini untuk menganalisis pengaruh perilaku hedonis dan kepuasan pelanggan terhadap loyalitas konsumen Lunna.shop. Penelitian ini menggunakan pendekatan kuantitatif asosiatif untuk meneliti hubungan perilaku pembelian dan loyalitas pelanggan. Sampel terdiri dari 150 konsumen yang dipilih purposive dari pembeli daring dan offline. Data primer dihimpun lewat kuesioner Likert 1–5, dengan data sekunder dari literatur terkait. Perilaku hedonis diukur dari pengalaman emosional saat berbelanja, kepuasan dari selisih ekspektasi dan pengalaman nyata, dan loyalitas dari niat beli ulang, rekomendasi, serta preferensi merek. Analisis mencakup validitas, reliabilitas, regresi linier berganda, dan asumsi klasik. Hasil menunjukkan perilaku hedonis dan kepuasan berpengaruh positif signifikan terhadap loyalitas konsumen Lunna.shop. Riset memberi implikasi bagi manajemen Lunna.shop untuk terus meningkatkan kenyamanan, kualitas layanan, dan pengalaman belanja guna mempertahankan loyalitas pelanggan, serta menjadi acuan bagi penelitian selanjutnya dengan objek dan variabel tambahan.


Keywords


Hedonis, Kepuasan Pelanggan, Loyalitas, Perilaku, Rekomendasi

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DOI: https://doi.org/10.17509/ijdb.v5i4.97176

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