Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Konsumen terhadap Produk BULOG pada RPK Wilayah Kerja Perum BULOG Bogor

Abstract

Perum BULOG merupakan badan usaha milik negara yang memiliki peran strategis dalam menjaga ketahanan pangan nasional melalui pengelolaan dan distribusi pangan pokok, khususnya beras. Dalam pelaksanaannya, Perum BULOG memiliki peran ganda sebagai pelaksana kebijakan publik dalam menjaga ketersediaan, keterjangkauan, dan stabilitas pangan sekaligus sebagai entitas bisnis yang dituntut mempertahankan daya saing dan keberlanjutan usaha. Salah satu bentuk pelaksanaan kedua peran tersebut adalah Rumah Pangan Kita (RPK), yang menjadi jaringan distribusi pangan berbasis kemitraan masyarakat. Di wilayah kerja Perum BULOG Cabang Bogor, beras mendominasi penjualan RPK sehingga kemampuan mempertahankan konsumen menjadi penting di tengah meningkatnya persaingan ritel pangan. Penelitian terdahulu umumnya menguji jumlah variabel yang lebih terbatas dan banyak dilakukan pada sektor jasa, restoran, marketplace, atau ritel umum, sedangkan penelitian yang secara simultan menguji kualitas produk, kualitas pelayanan, aksesibilitas, harga, dan kepercayaan konsumen terhadap kepuasan serta loyalitas pada konteks distribusi pangan BUMN, khususnya RPK BULOG, masih terbatas. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh kelima faktor tersebut terhadap kepuasan konsumen serta peran kepuasan dalam meningkatkan loyalitas konsumen produk beras BULOG pada RPK wilayah kerja Perum BULOG Cabang Bogor. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 317 responden yang pernah membeli produk beras BULOG di RPK wilayah kerja Perum BULOG Cabang Bogor. Teknik pengambilan sampel menggunakan purposive sampling, dengan responden berasal dari Kota Bogor, Kabupaten Bogor, dan Kota Depok. Analisis data dilakukan menggunakan perangkat lunak SmartPLS melalui tahapan evaluasi model pengukuran (outer model) dan evaluasi model struktural (inner model). Hasil penelitian menunjukkan bahwa konsumen RPK BULOG didominasi oleh perempuan usia produktif (26-35 tahun), dan lulusan SMA/Sederajat dengan persepsi positif terhadap seluruh variabel penelitian. Hasil evaluasi model pengukuran menunjukkan bahwa seluruh konstruk telah memenuhi kriteria validitas dan reliabilitas. Lima indikator, yaitu KPL2, KPL9, A10, HG5, dan KCK2, dieliminasi karena memiliki nilai outer loading kurang dari 0,70. Setelah proses eliminasi, seluruh indikator memiliki nilai outer loading di atas 0,70, nilai Average Variance Extracted (AVE) lebih besar dari 0,50, memenuhi kriteria discriminant validity berdasarkan cross loading dan Fornell-Larcker Criterion, serta memiliki nilai Composite Reliability dan Cronbach's Alpha di atas 0,70, sehingga model pengukuran dinyatakan valid dan reliabel. Hasil evaluasi model struktural menunjukkan bahwa model mampu menjelaskan 53,9% variasi kepuasan konsumen (R² = 0,539) dan 46,0% variasi loyalitas konsumen (R² = 0,460). Hasil pengujian hipotesis menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap kepuasan konsumen (ß = 0,304; p < 0,001), diikuti oleh kualitas produk (ß = 0,283; p = 0,000) dan kepercayaan konsumen (ß = 0,238; p = 0,001). Sebaliknya, kualitas pelayanan (ß = 0,076; p = 0,232) dan aksesibilitas (ß = -0,097; p = 0,098) tidak berpengaruh signifikan terhadap kepuasan konsumen. Kepuasan konsumen terbukti berpengaruh positif dan signifikan terhadap loyalitas konsumen dengan koefisien jalur sebesar 0,678, nilai T-statistics sebesar 22,779, dan p-value < 0,001, sehingga menjadi faktor yang paling dominan dalam meningkatkan loyalitas konsumen. Hasil pengujian efek mediasi menunjukkan bahwa kepuasan konsumen mampu memediasi pengaruh kualitas produk, harga, dan kepercayaan konsumen terhadap loyalitas konsumen. Sebaliknya, kepuasan konsumen tidak mampu memediasi pengaruh kualitas pelayanan maupun aksesibilitas terhadap loyalitas konsumen. Temuan ini menunjukkan bahwa konsumen RPK BULOG lebih mempertimbangkan aspek harga yang kompetitif, kualitas produk yang konsisten, serta tingkat kepercayaan terhadap produk dibandingkan aspek pelayanan maupun kemudahan akses dalam membentuk kepuasan dan loyalitas. Berdasarkan hasil penelitian, implikasi manajerial disusun menggunakan pendekatan Marketing Mix 7P yang dipadukan dengan Strategic Priority Matrix. Prioritas pertama diarahkan pada peningkatan kepuasan konsumen sebagai faktor yang paling kuat memengaruhi loyalitas dengan koefisien jalur sebesar 0,678, melalui pemeliharaan konsistensi produk dan komunikasi pemasaran yang mampu memenuhi ekspektasi konsumen serta penguatan customer experience, repurchase intention, dan evaluasi kepuasan secara berkala. Prioritas kedua difokuskan pada harga dengan pengaruh terbesar terhadap kepuasan (ß = 0,304), melalui pemeliharaan persepsi value for money, stabilitas harga, kesesuaian harga dengan mutu produk, serta komunikasi nilai produk secara transparan. Prioritas ketiga adalah kualitas produk (ß = 0,283) melalui penguatan pengendalian mutu sejak pengadaan, penyimpanan, hingga distribusi. Prioritas keempat adalah kepercayaan konsumen (ß = 0,238) melalui transparansi informasi mengenai kualitas, asal, standar mutu, dan konsistensi ketersediaan produk. Sementara itu, promosi ditempatkan sebagai supporting strategy untuk memperkuat penyampaian informasi mengenai kualitas, harga, jaminan mutu, dan manfaat produk BULOG kepada masyarakat. Perum BULOG dan RPK disarankan mempertahankan harga yang kompetitif dan transparan, menjaga konsistensi mutu beras, serta memperkuat kepercayaan melalui kompetensi petugas, informasi produk, dan ketersediaan stok, sementara kualitas pelayanan dan aksesibilitas tetap dipertahankan agar tidak mengalami penurunan. Penelitian selanjutnya disarankan memperhatikan keterbatasan berupa potensi tumpang tindih indikator kuesioner, keterbatasan cakupan wilayah penelitian, dan keterbatasan variabel dalam model, serta dapat memperluas wilayah penelitian, menambahkan variabel lain seperti citra merek, perceived value, customer experience, promosi, dan word of mouth, serta menggunakan pendekatan longitudinal atau mixed methods untuk memperoleh pemahaman yang lebih mendalam mengenai kepuasan dan loyalitas konsumen.

Perum BULOG is a state-owned enterprise that plays a strategic role in maintaining national food security through the management and distribution of staple foods, particularly rice. In carrying out its mandate, Perum BULOG fulfills a dual role: as an implementer of public policy to ensure food availability, affordability, and stability, and as a business entity required to maintain competitiveness and operational sustainability. One way it fulfills these dual roles is through Rumah Pangan Kita (RPK), a community-based food distribution network. In the operational area of Perum BULOG’s Bogor Branch, rice accounts for the majority of RPK sales, making the ability to retain customers crucial amid intensifying competition in the food retail sector. Previous studies have generally examined a more limited number of variables and have largely focused on the service sector, restaurants, marketplaces, or general retail, whereas research that simultaneously examines product quality, service quality, accessibility, price, and consumer trust in relation to satisfaction and loyalty within the context of state-owned enterprise (SOE) food distribution—specifically BULOG’s RPK—remains limited. Therefore, this study aims to analyze the influence of these five factors on consumer satisfaction and the role of satisfaction in enhancing consumer loyalty toward BULOG rice products at RPKs within the operational area of the Bogor Branch of Perum BULOG. The study used a quantitative approach with the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. Data were collected through questionnaires distributed to 317 respondents who had purchased BULOG rice products at RPK outlets in the working area of Perum BULOG Bogor Branch. The sampling technique used was purposive sampling, with respondents from Bogor City, Bogor Regency, and Depok City. Data analysis was conducted using SmartPLS software through the evaluation stages of the measurement model (outer model) and structural model (inner model). The results showed that RPK BULOG consumers were predominantly women of productive age (26–35 years) and high school/equivalent graduates, with positive perceptions of all research variables. The results of the measurement model evaluation showed that all constructs met the validity and reliability criteria. Five indicators, namely KPL2, KPL9, A10, HG5, and KCK2, were eliminated because they had outer loading values below 0.70. After the elimination process, all indicators had outer loading values above 0.70, Average Variance Extracted (AVE) values greater than 0.50, met the criteria for discriminant validity based on cross-loading and the Fornell-Larcker Criterion, and had Composite Reliability and Cronbach's Alpha values above 0.70; therefore, the measurement model was declared valid and reliable. The results of the structural model evaluation showed that the model was able to explain 53.9% of the variation in consumer satisfaction (R² = 0.539) and 46.0% of the variation in consumer loyalty (R² = 0.460). The hypothesis testing results showed that price had a positive and significant effect on consumer satisfaction (ß = 0.304; p < 0.001), followed by product quality (ß = 0.283; p = 0.000) and consumer trust (ß = 0.238; p = 0.001). Conversely, service quality (ß = 0.076; p = 0.232) and accessibility (ß = -0.097; p = 0.098) did not have significant effects on consumer satisfaction. Consumer satisfaction was found to have a positive and significant effect on consumer loyalty, with a path coefficient of 0.678, a T-statistic value of 22.779, and a p-value < 0.001, making it the most dominant factor in increasing consumer loyalty. The mediation effect testing showed that consumer satisfaction mediated the effects of product quality, price, and consumer trust on consumer loyalty. Conversely, consumer satisfaction did not mediate the effects of service quality or accessibility on consumer loyalty. These findings indicated that RPK BULOG consumers placed greater consideration on competitive prices, consistent product quality, and the level of trust in the products than on service aspects or ease of access in forming satisfaction and loyalty. Based on the research findings, managerial implications were formulated using the Marketing Mix 7P approach combined with the Strategic Priority Matrix. The first priority was directed toward increasing consumer satisfaction as the factor with the strongest effect on loyalty, with a path coefficient of 0.678, through maintaining product consistency and marketing communication that could meet consumer expectations, as well as strengthening customer experience, repurchase intention, and periodic satisfaction evaluations. The second priority focused on price, which had the strongest effect on satisfaction (ß = 0.304), through maintaining perceptions of value for money, price stability, price–product quality alignment, and transparent communication of product value. The third priority was product quality (ß = 0.283), through strengthening quality control from procurement, storage, to distribution. The fourth priority was consumer trust (ß = 0.238), through transparency of information regarding quality, origin, quality standards, and consistency of product availability. Meanwhile, promotion was positioned as a supporting strategy to strengthen the dissemination of information regarding the quality, price, quality assurance, and benefits of BULOG products to the community. Perum BULOG and RPK were advised to maintain competitive and transparent prices, ensure consistent rice quality, and strengthen consumer trust through staff competence, product information, and product availability, while service quality and accessibility were to be maintained to prevent any decline. Future research was advised to consider limitations related to potential overlap among questionnaire indicators, the limited geographical scope of the study, and the limited number of variables in the model. Future studies could also expand the research area, add other variables such as brand image, perceived value, customer experience, promotion, and word of mouth, and employ longitudinal or mixed-methods approaches to obtain a deeper understanding of consumer satisfaction and loyalty.