PENGARUH ETHICAL BEHAVIOR PENJUAL TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN SEBAGAI MODERASI

Hendri Khuan, Hariyono Hariyono, Irine Diana Sari W, Ikram Yakin, Eva Desembrianita

Abstract


Loyalitas pelanggan bergantung pada banyak faktor, termasuk kepercayaan mereka, kepuasan terhadap penjual, dan perilaku etis penjual. Dengan kata lain, pelanggan sangat diberdayakan sehingga semuanya disediakan. Peneliti lebih lanjut mencatat bahwa memenuhi dan melampaui harapan pelanggan tidaklah mudah dalam industri yang kompetitif, termasuk industri pakaian olahraga. Penelitian ini bertujuan untuk mengetahui pengaruh ethical behavior penjual terhadap loyalitas pelanggan dengan kepercayaan sebagai moderasi. Analisis saat ini menggunakan pendekatan kuantitatif. Metodologi pengumpulan data yang digunakan melibatkan pengiriman kuesioner yang telah menerima sekitar 150 tanggapan responden. Dalam penelitian ini, populasi nya adalah pelanggan pakaian olahraga yang ada di Indonesia, dan metode analisisnya menggunakan software Smart PLS. Hasil penelitian menunjukan bahwa ethical behavior berpengaruh terhadap loyalitas pelanggan dan kepercayaan mampu memoderasi ethical behavior terhadap loyalitas pelanggan.
Kata Kunci: Loyalitas Pelanggan, Ethical Behavior, Kepercayaan

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DOI: http://dx.doi.org/10.29040/jie.v8i1.10781

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