Article Sidebar

Submitted
25 July 2025
Accepted
29 July 2025
Published
29 July 2025
Download
PDF
Statistic
Read Counter : 128 Download : 134

Main Article Content

Abstract

Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh kualitas layanan dan persepsi kewajaran harga terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi pada konsumen Mixue Ice Cream and Tea di wilayah Yogyakarta. Pendekatan yang digunakan adalah kuantitatif dengan metode survei melalui kuesioner tertutup google form berstruktur skala likert enam poin, yang disebarkan kepada 204 responden melalui teknik convenience sampling. Analisis data dilakukan menggunakan metode partial least square-structural equation modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa semua hipotesis dalam model dinyatakan didukung. Kualitas layanan dan persepsi kewajaran harga berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas konsumen. Selain itu, kepuasan konsumen secara signifikan memediasi hubungan antara kualitas layanan dan persepsi kewajaran harga terhadap loyalitas konsumen. Dengan demikian, penelitian ini memberikan implikasi strategis bagi pelaku bisnis kuliner, khususnya Mixue, untuk terus menjaga kualitas pelayanan dan menetapkan harga yang wajar guna meningkatkan kepuasan serta loyalitas pelanggan.

Keywords

kualitas layanan persepsi kewajaran harga kepuasan konsumen loyalitas konsumen Mixue

Article Details

License

Copyright (c) 2025 Zidhan Satya Yudha, Alldila Nadhira Ayu Setyaning

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Yudha, Z. S., & Setyaning, A. N. A. (2025). Layanan Memikat, Harga Bersahabat: Studi Loyalitas Konsumen Mixue Ice Cream and Tea. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(2), 179–200. Retrieved from https://journal.uii.ac.id/selma/article/view/42280
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abror, A. et al. (2020) “Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty,” Journal of Islamic Marketing, 11(6), hal. 1691–1705. Tersedia pada: https://doi.org/10.1108/JIMA-03-2019-0044.
  2. Ahmed, S. et al. (2023) “The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service,” The TQM Journal, 35(2), hal. 519–539. Tersedia pada: https://doi.org/10.1108/TQM-06-2021-0158.
  3. Ayu, A.S. et al. (2023) “ANALISIS PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BERULANG MIXUE DI SURABAYA,” Journal of Management and Social Sciences (JMSC), 1(3), hal. 27–31. Tersedia pada: https://jurnal.aksaraglobal.co.id/index.php/jmsc/article/view/153.
  4. Ayu, R.D. (2024) Daftar Menu Mixue Terbaru Lengkap dengan Harganya, Tempo. Tersedia pada: https://www.tempo.co/ekonomi/daftar-menu-mixue-terbaru-lengkap-dengan-harganya-1182169 (Diakses: 20 Juni 2025).
  5. Bahadur, W., Saira, A. dan Zulfiqar, S. (2018) “Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality,” Cogent Business & Management. Diedit oleh L.T. Wright, 5(1), hal. 1491780. Tersedia pada: https://doi.org/10.1080/23311975.2018.1491780.
  6. Bernarto, I., Purwanto, A. dan Masman, R.R. (2022) “The Effect Of Perceived Risk, Brand Image And Perceived Price Fairness On Customer Satisfaction,” Jurnal Manajemen, 26(1), hal. 35–50. Tersedia pada: https://doi.org/10.24912/jm.v26i1.836.
  7. Cakici, A.C., Akgunduz, Y. dan Yildirim, O. (2019) “The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention,” Tourism Review, 74(3), hal. 443–462. Tersedia pada: https://doi.org/10.1108/TR-02-2018-0025.
  8. Cavicchi, A. dan Stancova, K.C. (2016) Food and gastronomy as elements of regional innovation strategies. Spain. Tersedia pada: https://doi.org/10.2791/284013.
  9. Cetin, G. (2020) “Experience vs quality: predicting satisfaction and loyalty in services,” The Service Industries Journal, 40(15–16), hal. 1167–1182. Tersedia pada: https://doi.org/10.1080/02642069.2020.1807005.
  10. Dam, S.M. dan Dam, S.M. (2021) “Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty,” Journal of Asian Finance, Economics and Business, 8(3), hal. 585–593. Tersedia pada: https://doi.org/10.13106/jafeb.2021.vol8.no3.0585.
  11. Erjavec, H.Š., Tanja, D. dan Bržan, P.P. (2016) “Drivers of customer satisfaction and loyalty in service industries,” Journal of Business Economics and Management, 17(5), hal. 810–823. Tersedia pada: https://doi.org/10.3846/16111699.2013.860614.
  12. Firatmadi, A. (2017) “PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN,” JOURNAL OF BUSINESS STUDIES, 2(2), hal. 80–105. Tersedia pada: https://journal.uta45jakarta.ac.id/index.php/jbsuta/article/view/959.
  13. Ghozali, I. (2017) Model Persamaan Struktural: Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM. 7 ed. Semarang: Badan Penerbit UNDIP.
  14. Hadi, N.U., Aslam, N. dan Gulzar, A. (2019) “Sustainable Service Quality and Customer Loyalty: The Role of Customer Satisfaction and Switching Costs in the Pakistan Cellphone Industry,” Sustainability, hal. 2408. Tersedia pada: https://doi.org/10.3390/su11082408.
  15. Hair, J.F. et al. (2014) Multivariate Data Analysis. 7 ed. Upper Saddle River: Pearson Education.
  16. Han, H. et al. (2020) “Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines,” Sustainability, hal. 3974. Tersedia pada: https://doi.org/10.3390/su12103974.
  17. Han, H. dan Hyun, S.S. (2015) “Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness,” Tourism Management, 46, hal. 20–29. Tersedia pada: https://doi.org/10.1016/j.tourman.2014.06.003.
  18. Han, H. dan Ryu, K. (2009) “The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry,” Journal of Hospitality and Tourism Research, 33(4), hal. 487–510. Tersedia pada: https://doi.org/10.1177/1096348009344212.
  19. Helmyzan, M.S. dan Roostika, R. (2022) “Kualitas Layanan dan Kualitas Pengalaman terhadap Sikap dan Loyalitas Konsumen yang Dimediasi oleh Persepsi Nilai (Studi Kasus pada Bee Dyoti),” Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), hal. 214–225. Tersedia pada: https://journal.uii.ac.id/selma/article/view/25075.
  20. Hidayat, A. et al. (2019) “Factors Influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant,” International Journal of Marketing Studies, 11(3), hal. 131–139. Tersedia pada: https://doi.org/10.5539/ijms.v11n3p131.
  21. Hokianto, H.F. (2023) “Analisis SWOT pada Usaha Kuliner (Studi pada Warung Mas Damar di Kota Pontianak),” Aksioma: Jurnal Manajemen, 2(2), hal. 101–107. Tersedia pada: https://journal.unwira.ac.id/index.php/aksioma/article/view/2254.
  22. Jeaheng, Y., Amr, A.-A. dan Han, H. (2020) “Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction, trust, and loyalty,” Journal of Hospitality Marketing & Management, 29(7), hal. 787–811. Tersedia pada: https://doi.org/10.1080/19368623.2020.1715317.
  23. Kasiri, L.A. et al. (2017) “Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty,” Journal of Retailing and Consumer Services, 35, hal. 91–97. Tersedia pada: https://doi.org/10.1016/j.jretconser.2016.11.007.
  24. Kausar, R., Malik, S.A. dan Akram, B. (2014) “Effects and outcome of service quality and consumer attitudes towards restaurant brands: a study of fine dining restaurants in Pakistan,” International Journal of Hospitality and Event Management, 1(2), hal. 187–202. Tersedia pada: https://doi.org/10.1504/IJHEM.2014.067000.
  25. Kementerian Perindustrian RI (2024) Kemenperin Jaring dan Kembangkan IKM Pangan Inovatif melalui Program Indonesia Food Innovation 2024, Kementerian Perindustrian RI. Tersedia pada: https://ikm.kemenperin.go.id/kemenperin-jaring-dan-kembangkan-ikm-pangan-inovatif-melalui-program-indonesia-food-innovation-2024#:~:text=Potensi Industri Makanan dan Minuman&text=Hal ini dibuktikan dengan pada,47%25 dari total PDB Nasional. (Diakses: 20 Juni 2025).
  26. Konuk, F.A. (2019) “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants,” Journal of Retailing and Consumer Services, 50, hal. 103–110. Tersedia pada: https://doi.org/10.1016/j.jretconser.2019.05.005.
  27. Malik, S.A. et al. (2020) “Measuring service quality perceptions of customers in the hotel industry of Pakistan,” Total Quality Management & Business Excellence, 31(3–4), hal. 263–278. Tersedia pada: https://doi.org/10.1080/14783363.2018.1426451.
  28. Miranda, S., Tavares, P. dan Queiró, R. (2018) “Perceived service quality and customer satisfaction: A fuzzy set QCA approach in the railway sector,” Journal of Business Research, 89, hal. 371–377. Tersedia pada: https://doi.org/10.1016/j.jbusres.2017.12.040.
  29. Naini, N.F. et al. (2022) “The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty,” Journal of Consumer Sciences, 7(1), hal. 34–50. Tersedia pada: https://doi.org/10.29244/jcs.7.1.34-50.
  30. Nauly, C. dan Saryadi, S. (2021) “Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen (Studi Pada J.Co Donuts & Coffee Java Supermall Kota Semarang),” Jurnal Ilmu Administrasi Bisnis, 10(2), hal. 974–983. Tersedia pada: https://doi.org/10.14710/jiab.2021.28800.
  31. Negoro, W.A., Kurniawati, K. dan Masnita, Y. (2025) “BUILDING CAFÉ CUSTOMER LOYALTY : SYNERGISTIC ANALYSIS OF SERVICE QUALITY, PRICE FAIRNESS AND WORD OF MOUTH,” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), hal. 442–460. Tersedia pada: https://doi.org/10.31955/mea.v9i1.4922.
  32. Noor, J. (2017) Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Jakarta: Kencana.
  33. Opata, C.N. et al. (2021) “The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana),” Total Quality Management & Business Excellence, 32(11–12), hal. 1167–1181. Tersedia pada: https://doi.org/10.1080/14783363.2019.1684189.
  34. Parasuraman, A., Berry, L.L. dan Zeithaml, V.A. (1991) “Refinement and reassessment of the SERVQUAL scale.,” Journal of Retailing, 67(4), hal. 420–450.
  35. Parasuraman, A., Zeithaml, V.A. dan Berry, L.L. (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(4), hal. 41–50. Tersedia pada: https://doi.org/10.2307/1251430.
  36. Parry, M.E., Sumita, S. dan Yang, X. (2021) “The Relationships among Dimensions of Perceived Risk and the Switching Intentions of Pioneer Adopters in Japan,” Journal of International Consumer Marketing, 33(1), hal. 38–57. Tersedia pada: https://doi.org/10.1080/08961530.2020.1765445.
  37. Pramono, C.J., Kunto, Y.S. dan Aprilia, A. (2023) “PERAN MEDIASI BRAND IMAGE DAN BRAND EXPERIENCE PADA PENGARUH PERCEIVED QUALITY TERHADAP POST-PURCHASE INTENTION MIXUE DI SURABAYA,” Jurnal Manajemen Pemasaran, 17(2), hal. 112–120. Tersedia pada: https://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/27460.
  38. Putra, D.N.G. dan Raharjo, S.T. (2021) “ANALISIS PENGARUH KEMUDAHAN PENGGUNAAN, KUALITAS LAYANAN, DAN PERSEPSI MANFAAT TERHADAP LOYALITAS PENGGUNA DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Aplikasi Grab di Kota Semarang),” Diponegoro Journal of Management, 10(6), hal. 1–9. Tersedia pada: https://ejournal3.undip.ac.id/index.php/djom/article/view/33816.
  39. Putro, S.W. (2014) “Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan dan Loyalitas Konsumen Restoran Happy Garden,” Jurnal Strategi Pemasaran, 2(1), hal. 1–9. Tersedia pada: https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1404.
  40. Ryu, K., Han, H. dan Jang, S. (2010) “THE EFFECT OF HEDONIC AND UTILITARIAN VALUES ON CUSTOMERS’ SATISFACTION AND BEHAVIORAL INTENTION IN THE FAST-CASUAL RESTAURANT INDUSTRY,” INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, 22(3), hal. 416–432. Tersedia pada: https://www.sid.ir/paper/635121/en.
  41. Severt, K. et al. (2022) “Measuring the Relationships between Corporate Social Responsibility, Perceived Quality, Price Fairness, Satisfaction, and Conative Loyalty in the Context of Local Food Restaurants,” International Journal of Hospitality & Tourism Administration, 23(3), hal. 623–645. Tersedia pada: https://doi.org/10.1080/15256480.2020.1842836.
  42. Sugiyono (2019) Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&D, dan Penelitian Pendidikan). 3 ed. Bandung: Alfabeta.
  43. Thielemann, V.M., Ottenbacher, M.C. dan Harrington, R.J. (2018) “Antecedents and consequences of perceived customer value in the restaurant industry,” International Hospitality Review, 32(1), hal. 26–45. Tersedia pada: https://doi.org/10.1108/IHR-06-2018-0002.
  44. Tjiptono, F. dan Chandra, G. (2016) Service, Quality dan Satisfaction. 4 ed. Yogyakarta: Penerbit ANDI.
  45. Tjiptono, F. dan Diana, A. (2015) Pelanggan Puas? Tak Cukup! 1 ed. Yogyakarta: CV. Andi Offset.
  46. Tumpuan, A. (2020) “PERANAN APLIKASI GO FOOD TERHADAP PERKEMBANGAN BISNIS KULINER,” JUPAR - JURNAL PARIWISATA, 3(1), hal. 26–30. Tersedia pada: https://core.ac.uk/download/pdf/327123725.pdf.
  47. Uzir, M.U.H. et al. (2021) “The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country,” Journal of Retailing and Consumer Services, 63, hal. 102721. Tersedia pada: https://doi.org/10.1016/j.jretconser.2021.102721.
  48. Zahra, S.R. et al. (2024) “PENGARUH BRAND IMAGE, CITA RASA, PERSEPSI HARGA, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE DI KOTA MEDAN,” Jurnal Bisnis dan Manajemen (JBM), 2(2), hal. 339–347. Tersedia pada: https://ejournal.uhn.ac.id/index.php/business_management/article/view/2512.
  49. Zeithaml, V.A., Parasuraman, A. dan Berry, L.L. (1990) Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: Free Press.