Pengaruh Kualitas Layanan dan Persepsi Harga terhadap Kepuasan dan Loyalitas Mitra Kargo dengan Moderasi Intensitas Pesaing pada Kargo Udara Domestik Maskapai Citilink di Indonesia
DOI:
https://doi.org/10.38035/jimt.v7i4.8050Keywords:
Kualitas Layanan, Persepsi Harga, Kepuasan Mitra Kargo, Loyalitas Mitra Kargo, Intensitas PersainganAbstract
Industri kargo udara domestik di Indonesia mengalami pertumbuhan signifikan seiring meningkatnya kebutuhan distribusi barang yang cepat dan andal. Maskapai berbiaya rendah seperti Citilink Indonesia tidak hanya mengandalkan layanan penumpang, tetapi juga mengembangkan bisnis kargo sebagai sumber pendapatan strategis. Dalam kondisi persaingan industri yang semakin ketat, peningkatan kualitas layanan dan penetapan harga yang kompetitif menjadi faktor penting dalam membentuk kepuasan serta loyalitas mitra kargo. Namun, kepuasan tidak selalu berujung pada loyalitas, terutama ketika intensitas persaingan maskapai meningkat. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh kualitas layanan dan persepsi harga terhadap kepuasan dan loyalitas mitra kargo, serta menguji peran intensitas persaingan maskapai sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data diperoleh melalui penyebaran kuesioner kepada 140 mitra agen kargo Citilink di berbagai wilayah Indonesia. Hasil analisis menunjukkan bahwa kualitas layanan dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan mitra kargo. Kepuasan mitra kargo juga terbukti berpengaruh signifikan terhadap loyalitas. Selain itu, kualitas layanan dan persepsi harga berpengaruh langsung terhadap loyalitas mitra kargo. Variabel intensitas persaingan maskapai terbukti memoderasi hubungan antara kualitas layanan dan kepuasan, serta antara persepsi harga dan kepuasan mitra kargo. Hasil penelitian ini memberikan implikasi bahwa peningkatan kualitas layanan dan pengelolaan persepsi harga yang adil menjadi kunci dalam menjaga kepuasan dan loyalitas mitra kargo. Di sisi lain, tingginya intensitas persaingan menuntut Kargo Citilink untuk terus memperkuat strategi layanan dan hubungan kemitraan guna mempertahankan daya saing bisnis kargo domestik.
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