Service Attributes dan Digital Service Resilience dalam Mendorong Kinerja Perusahaan: Peran Mediasi Brand Preferance dalam Platform Logistik Seluler di PT Pos Indonesia
DOI:
https://doi.org/10.38035/jimt.v7i4.7992Keywords:
digital service resilience, brand preference, kinerja perusahaan, platform logistik seluler, PLS-SEMAbstract
Penelitian ini bertujuan untuk menganalisis peran digital service resilience dalam membentuk brand preference serta implikasinya terhadap kinerja perusahaan pada platform logistik seluler. Studi ini mengintegrasikan variabel harga layanan, kualitas layanan paket, dan fitur aplikasi mobile sebagai determinan preferensi merek dalam kerangka Service-Dominant Logic dan Resource-Based View. Data dikumpulkan dari 165 pengguna aktif PosAja segmen UMKM dan pedagang online di PT Pos Indonesia Kantor Cabang Utama Medan 20000 memakai kuesioner terstruktur dengan skala Likert. Analisis dilaksanakan dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian memaparkan harga layanan, kualitas layanan, fitur aplikasi mobile, dan digital service resilience berpengaruh positif dan signifikan terhadap brand preference. Selanjutnya, brand preference terbukti berpengaruh signifikan terhadap kinerja perusahaan serta memediasi hubungan antara seluruh variabel independen dan kinerja perusahaan. Nilai R² sebesar 0,711 untuk brand preference dan 0,709 untuk kinerja perusahaan menunjukkan daya jelaskan model yang kuat. Temuan ini menegaskan bahwa ketahanan layanan digital merupakan kapabilitas strategis yang tidak hanya meningkatkan preferensi merek, tetapi juga memperkuat kinerja organisasi dalam ekosistem logistik digital. Penelitian ini memberikan kontribusi empiris pada literatur manajemen logistik dan pemasaran digital di pasar berkembang.
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