Peran Persepsi Nilai dalam Memediasi Pengaruh Program Loyalitas terhadap Niat Beli Layanan SPKLU PLN di Jakarta
DOI:
https://doi.org/10.38035/jimt.v8i1.9798Keywords:
program loyalitas, persepsi nilai, niat beli, pengisian kendaraan listrik, SPKLUAbstract
Pertumbuhan penggunaan layanan pengisian kendaraan listrik umum di Jakarta menimbulkan pertanyaan mengenai apakah program loyalitas dapat secara langsung mendorong transaksi pengisian pada masa mendatang atau bekerja melalui nilai yang dirasakan pengguna. Penelitian ini menganalisis pengaruh program loyalitas terhadap niat beli layanan Stasiun Pengisian Kendaraan Listrik Umum PLN di Jakarta melalui persepsi nilai. Survei kuantitatif eksplanatori dilakukan terhadap 334 pengguna kendaraan listrik yang memiliki pengalaman menggunakan SPKLU PLN. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa program loyalitas berhubungan positif dengan persepsi nilai, tetapi tidak menunjukkan pengaruh langsung terhadap niat beli. Persepsi nilai memiliki peran yang lebih kuat dalam membentuk niat transaksi dan menjadi mekanisme yang meneruskan manfaat program loyalitas terhadap keputusan penggunaan layanan pada masa mendatang. Temuan ini menunjukkan bahwa program loyalitas menjadi lebih bermakna ketika manfaat yang ditawarkan benar-benar dipersepsikan menambah nilai layanan. Dengan demikian, persepsi nilai menjadi faktor penting dalam menjelaskan bagaimana program loyalitas dapat mendukung niat transaksi pada layanan pengisian kendaraan listrik yang bersifat fungsional dan digunakan secara berulang.
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