Hasanah, Alfin Fajri (2025) PENGARUH HUBUNGAN KUALITAS PELAYANAN, BRAND IMAGE DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DAN BRAND POSITIONING JASA EKSPEDISI MENGGUNAKAN METODE PARTIAL LEAST SQUARE-STRUCTURAL EQUATION MODEL PADA MASYARAKAT INDONESIA (Studi Kasus: J&T Express Indonesia, JNE Express dan SiCepat Express Ekspres Indonesia). Tesis thesis, UPN Veteran Yogyakarta.
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Abstract
ABSTRAK
Pesatnya pertumbuhan industri jasa ekspedisi di Indonesia memunculkan
persaingan yang semakin ketat di antara para penyedia layanan pengiriman barang.
Perusahaan ekspedisi seperti J&T Express, JNE Express, dan SiCepat Express
berusaha meningkatkan service quality guna mempertahankan loyalitas pelanggan
serta memperkuat posisi merek mereka di tengah persaingan pasar. Dalam konteks
tersebut, pemahaman mengenai pengaruh kualitas pelayanan (service quality), citra
merek (brand image), dan kepuasan pelanggan terhadap loyalitas pelanggan serta
brand positioning menjadi sangat penting untuk dijadikan dasar dalam pengambilan
keputusan strategis perusahaan.
Penelitian ini bertujuan untuk menganalisis pengaruh service quality, brand
image, dan kepuasan pelanggan terhadap loyalitas pelanggan pada tiga jasa
ekspedisi di Indonesia dengan menggunakan metode Partial Least Square
Structural Equation Modeling (PLS-SEM) dan metode Importance-Performance
Map Analysis (IPMA). Data primer dikumpulkan melalui penyebaran kuesioner
kepada 249 responden yang telah menggunakan ketiga layanan ekspedisi minimal
dua kali. Analisis dilakukan dengan menggunakan software SmartPLS4.
Hasil penelitian menunjukkan bahwa seluruh hubungan antar variabel
memiliki pengaruh signifikan, dengan service quality menjadi variabel yang paling
dominan dalam membentuk brand image dan kepuasan pelanggan. Sementara itu,
kepuasan pelanggan terbukti sebagai mediator utama dalam membentuk loyalitas
pelanggan. Hasil analisis IPMA menunjukkan bahwa pada J&T Express, indikator
responsiveness dan assurance memiliki nilai kepentingan tinggi dan performa baik,
sehingga perlu dipertahankan. Sebaliknya, JNE Express memiliki performa rendah
pada indikator tangibles dan empathy, yang meskipun penting, belum memenuhi
harapan pelanggan dan perlu menjadi fokus perbaikan. Sedangkan pada SiCepat
Express, indikator responsiveness dan assurance juga menunjukkan performa
rendah meski memiliki tingkat kepentingan yang tinggi.
Kata Kunci: Service quality, Brand image, Customers satisfaction, Customers loyalty, PLS-SEM,
IPMA
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THE INFLUENCE OF THE RELATIONSHIP BETWEEN SERVICE
QUALITY, BRAND IMAGE AND CUSTOMER SATISFACTION ON
CUSTOMER LOYALTY AND BRAND POSITIONING OF EXPEDITION
SERVICES USING THE PARTIAL LEAST SQUARE-STRUCTURAL
EQUATION MODEL METHOD IN INDONESIAN
(Studi Kasus: J&T Express Indonesia, JNE Express dan SiCepat Express
Ekspres Indonesia)
ABSTRACT
The rapid growth of the courier service industry in Indonesia has intensified
competition among logistics providers. Companies such as J&T Express, JNE
Express, and SiCepat Express are striving to improve service quality to retain
customer loyalty and strengthen their brand positioning in a competitive market. In
this context, understanding the influence of service quality, brand image, and
customer satisfaction on customer loyalty and brand positioning is crucial as a
foundation for strategic business decisions.
This study aims to analyze the influence of service quality, brand image, and
customer satisfaction on customer loyalty among three major courier services in
Indonesia using the Partial Least Squares–Structural Equation Modeling (PLS
SEM) method. Furthermore, the Importance-Performance Map Analysis (IPMA)
was applied to identify which indicators are most important but underperforming,
thereby requiring improvement. Primary data were collected through
questionnaires distributed to 366 respondents who had used all three courier
services at least twice. Data analysis was conducted using SmartPLS software.
The results indicate that all relationships between the variables are
statistically significant. Service quality shows the strongest influence on brand
image and customer satisfaction, while customer satisfaction acts as a key mediator
in shaping customer loyalty. The IPMA results reveal that, for J&T Express, the
responsiveness and assurance indicators perform well and are of high importance,
making them factors to be maintained. In contrast, JNE Express shows
underperformance in the tangibles and empathy dimensions, which are considered
important by customers and thus require immediate improvement. For SiCepat
Express, responsiveness and assurance also exhibit low performance despite high
importance ratings. These findings suggest that enhancing these aspects of service
quality should be a managerial priority to build sustainable customer loyalty and
strengthen brand positioning within the domestic courier industry.
Keywords: Service quality, Brand image, Customers satisfaction, Customers loyalty, PLS-SEM,
IPMA.
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| Item Type: | Tugas Akhir (Tesis) |
|---|---|
| Uncontrolled Keywords: | Service quality, Brand image, Customers satisfaction, Customers loyalty, PLS-SEM, IPMA. |
| Subjek: | H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Teknik Industri > (S2) Magister Teknik Industri |
| Depositing User: | Eko Yuli |
| Date Deposited: | 21 Oct 2025 01:46 |
| Last Modified: | 21 Oct 2025 01:46 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/44616 |
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