DIMENSI BRAND GESTALT SEBAGAI PREDIKTOR KEPUASAN PELANGGAN DAN NIAT MEMBELI ULANG PELANGGAN UMKM
DOI:
https://doi.org/10.35794/jmbi.v9i3.43578Abstract
Konsep brand gestalt menandai paradigma brand holistik yang menjelaskan kesatuan elemen brand sebagai sebuah sumber kekuatan. Tetapi, sejauh ini, belum ada model teoritis yang menjelaskan hubungan antara brand gestalt, kepuasan pelanggan dan niat untuk membeli ulang. Penelitian ini berusaha memenuhi kesenjangan teori tersebut dengan menganalisa pengaruh brand gestalt terhadap kepuasan pelanggan dan niat untuk membeli ulang pada usaha mikro kecil dan menengah (UMKM). Lebih spesifik lagi, penelitian ini berusaha menjawab dua pertanyaan penting: (1) apakah tiga dimensi brand gestalt (story, sensescape dan servicescape) berpengaruh terhadap kepuasan pelanggan? (2) Apakah kepuasan pelanggan berpengaruh terhadap niat membeli ulang? Data kuantitatif dikumpulkan melalui survey terhadap 300 pelanggan UMKM di Manokwari, Papua Barat. Data kemudian dianalisa menggunakan Structual Equation Modeling (SEM) dengan bantuan program statistik SmartPLS. Hasil analisa data menunjukan bahwa ketiga dimensi brand gestalt (story, sensescape dan servicescape) memiliki pengaruh positif terhadap kepuasan pelanggan. Pengaruh signifikan dan positif juga terdeteksi pada hubungan antara kepuasan pelanggan dan niat untuk membeli ulang. Hasil penelitian ini bermanfaat terhadap praktisi UMKM sebagai acuan dalam menerapkan strategi brand yang tepat untuk meningkatkan kepuasan pelanggan dan niat untuk membeli ulangReferences
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