Pengaruh Kualitas Layanan dan Pemasaran Relasional terhadap Loyalitas Anggota melalui Kepuasan pada Koperasi

Muhammad Firman Surianto, Sumarsih Sumarsih, Badirun Basir

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Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan pemasaran relasional terhadap loyalitas anggota melalui kepuasan anggota pada Koperasi Merah Putih Kecamatan Banggae, Kabupaten Majene. Penelitian dilakukan pada koperasi ritel yang baru berdiri dan menghadapi persaingan ketat dengan ritel modern serta rendahnya partisipasi belanja anggota. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada anggota koperasi. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kualitas layanan dan pemasaran relasional berpengaruh positif dan signifikan terhadap kepuasan anggota. Kepuasan anggota juga terbukti berpengaruh signifikan terhadap loyalitas anggota. Selain itu, kepuasan anggota mampu memediasi pengaruh pemasaran relasional terhadap loyalitas anggota, namun tidak mampu memediasi pengaruh kualitas layanan terhadap loyalitas anggota secara signifikan. Temuan ini menegaskan bahwa pembentukan loyalitas pada koperasi ritel perintis tidak hanya ditentukan oleh kualitas layanan operasional, tetapi juga oleh hubungan emosional, komunikasi, dan kepercayaan yang dibangun antara pengurus dan anggota. Penelitian ini memberikan kontribusi terhadap literatur pemasaran koperasi dengan menyoroti pentingnya kepuasan anggota dalam membangun loyalitas pada koperasi ritel berbasis komunitas yang sedang berkembang. Hasil penelitian diharapkan dapat menjadi bahan pertimbangan bagi pengelola koperasi dalam meningkatkan strategi pelayanan dan pengelolaan hubungan anggota untuk mendukung keberlanjutan usaha koperasi.

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DOI: https://doi.org/10.37531/mirai.v11i2.11903

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