Strategi Peningkatan Loyalitas Pelanggan Pet Care (Studi Kasus: PT Kamo Group Sejahtera)

Abstract

Industri pet care di Indonesia mengalami pertumbuhan yang pesat dikarenakan adanya peningkatan kepemilikan hewan piaraan dan kesadaran pemilik terhadap kebutuhan hewannya. Pesatnya pertumbuhan industri pet care mendorong semakin banyaknya pelaku bisnis yang terlibat, sehingga persaingan di sektor ini menjadi semakin ketat, maka strategi peningkatan loyalitas pelanggan menjadi faktor krusial bagi para pelaku bisnis pet care. Salah satu bisnis pet care yang terkena dampak darinya yaitu Kamo Group. Penelitian ini bertujuan untuk menganalisis pengaruh service quality, product quality, dan marketing mix terhadap customer loyalty yang dimediasi oleh customer satisfaction dan customer trust pada pelanggan Kamo Group. Permasalahan utama dalam penelitian ini adalah rendahnya tingkat loyalitas pelanggan, yang tercermin dari perilaku pelanggan yang masih cenderung berpindah ke petshop lain meskipun telah bertransaksi di Kamo Group. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 357 responden yang merupakan pelanggan dari berbagai cabang Kamo Group. Hasil penelitian menunjukkan bahwa service quality, product quality, dan marketing mix berpengaruh positif dan signifikan terhadap customer satisfaction. Customer satisfaction berpengaruh signifikan terhadap customer trust dan customer loyalty. Selain itu, customer trust juga berpengaruh terhadap customer loyalty. Penelitian ini juga membuktikan bahwa customer satisfaction dan customer trust memiliki peran mediasi dalam hubungan antara variabel eksogen terhadap customer loyalty. Penelitian ini menyimpulkan bahwa upaya peningkatan loyalitas pelanggan dapat dilakukan melalui peningkatan kepuasan dan kepercayaan pelanggan secara konsisten. Implikasi dari hasil penelitian ini memberikan arahan strategis bagi manajemen Kamo Group untuk mengelola kualitas layanan, produk, dan strategi pemasaran yang tepat sasaran.

The pet care industry in Indonesia has experienced rapid growth due to the increasing number of pet ownership and greater awareness among pet owners of their animals’ needs. This rapid growth has led to greater competition in the pet care sector as more businesses enter the market. In such a competitive landscape, developing strategies to improve customer loyalty becomes a crucial factor for pet care businesses. One business affected by this competition is Kamo Group. This study aims to analyze the influence of service quality, product quality, and marketing mix on customer loyalty, mediated by customer satisfaction and customer trust, among customers of Kamo Group. The main issue addressed in this research is the low level of customer loyalty, as reflected by the tendency of customers to switch to other petshops despite having made previous transactions at Kamo Group. This research adopts a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. Data were collected by distributing questionnaires to 352 respondents who are customers from various Kamo Group branches. The results show that service quality, product quality, and marketing mix have a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction significantly affects customer trust and customer loyalty. Customer trust also positively influences customer loyalty. The study further confirms that customer satisfaction and customer trust act as mediators in the relationship between exogenous variables and customer loyalty. The study concludes that efforts to increase customer loyalty can be achieved through consistent enhancement of customer satisfaction and trust. The implications of this research provide strategic directions for Kamo Group's management in managing service quality, product offerings, and targeted marketing strategies.