IMPLIKASI VALUE CO-CREATION TERHADAP LOYALITAS PELANGGAN: STUDI PADA JASA KUNJUNGAN WISATA DI KABUPATEN KEBUMEN

Muhammad Baehaqi

Abstract


Tujuan tulisan ini adalah untuk mengetahui implikasi value co-creation terhadap loyalitas sikap dan loyalitas perilaku pelanggan. Dalam artikel ini ditunjukkan adanya hubungan yang positif antara penciptaan nilai bersama (value co-creation) dengan loyalitas dalam dua dimensi, yaitu loyalitas sikap dan loyalitas perilaku. Co-creation mempengaruhi secara langsung pada loyalitas perilaku pengunjung pariwisata di Kebumen. Artinya semakin tinggi keterlibatan pengunjung dalam menciptakan nilai bersama dengan pengelola pariwisata, maka semakin besar loyalitas pengunjung terhadap tempat pariwisata tersebut. Ini ditunjukkan melalui kunjungan kembali dan ajakan kepada pengunjung lain. Melalui hubungan tidak langsung dengan loyalitas sikap sebagai mediasi terhadap loyalitas perilaku, value co-creation juga menjunjukkan hubungan yang positif, loyalitas sikap berpengaruh secara positif terhadap loyalitas perilaku pengunjung pariwisata. Temuan ini secara akademis menunjukkan hubungan yang konsisten terhadap teori, serta menunjukkan perspektif baru anteseden loyalitas.

Keywords


Loyalitas perilaku; loyalitas sikap; value co-creation

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DOI: https://doi.org/10.26877/sta.v5i2.14200

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