PENGARUH NILAI OMOTENASHI TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN
DOI:
https://doi.org/10.24246/dekat.v4i2.18376Keywords:
Omotenashi, Customer Satisfaction, Loyalty, SMEs, Service Quality, Japanese Culture, Kepuasan Pelanggan, Loyalitas, UMKM, Kualitas Layanan, Budaya JepangAbstract
Penelitian ini bertujuan menganalisis pengaruh Omotenashi Behavior Service Quality (OBSQ) terhadap loyalitas pelanggan UMKM kuliner di sekitar kampus, baik secara langsung maupun melalui kepuasan pelanggan sebagai variabel mediasi. Studi ini dilatarbelakangi oleh permasalahan layanan seperti ketidakkonsistenan operasional, fluktuasi kualitas pelayanan, dan rendahnya responsivitas yang berpotensi menurunkan loyalitas pelanggan. Penelitian menggunakan pendekatan survei kuantitatif terhadap 95 mahasiswa sebagai konsumen aktif UMKM kuliner. Analisis dilakukan dengan regresi linear menggunakan pendekatan mediasi. Hasil menunjukkan bahwa OBSQ berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan terbukti memediasi hubungan tersebut secara parsial. Temuan ini menegaskan bahwa nilai pelayanan berbasis budaya seperti Omotenashi mampu meningkatkan kepuasan fungsional dan emosional, yang pada akhirnya memperkuat loyalitas serta mendukung keberlanjutan UMKM kuliner.
Downloads
References
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828. https://doi.org/10.1108/03090560210430818
Fukushima, K. (2019). Omotenashi: The Japanese Way of Hospitality in Business and Service Industries. Nikkei Publishing.
Griffin, J. (2015). Customer loyalty: How to earn it, how to keep it. Jossey-Bass.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (8th ed.). Cengage.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82–92. https://doi.org/10.1016/j.ijhm.2017.03.006
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.co.id/books?id=UbfwtwEACAAJ
Leingpibul, T., Newell, S. J., Nakamori, T., & Han, B. T. (2025). The role of Omotenashi in developing committed customer relationships in Japanese retail establishments. The International Review of Retail, Distribution and Consumer Research, 35(1), 625–651. https://doi.org/10.1080/09593969.2025.2515421
Lin, J. L. J., Ling, H. L., Liem, G. S., & Batul, A. (2023). Service Quality on Customer Satisfaction and Its Impact on Customer Loyalty at KFC in South and Southeast Asia. International Journal of Tourism & Hospitality in Asia Pacific, 6(3), 42–56. https://doi.org/10.32535/ijthap.v6i3.2593
Miki, K., Takeshima, Y., Kida, T., & Kakigi, R. (2025). Japanese hospitality, “Omotenashi”, a neurophysiological approach to emotion perception. Clinical Neurophysiology, 172, 1441–1459. https://doi.org/10.1016/j.clinph.2025.02.003
Okazaki, S., Mueller, B., & Taylor, C. (2010). Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers. Journal of International Marketing, 18, 20–34.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Sato, Y. (2017). The Philosophy of Omotenashi: Japanese Hospitality and Its Implications for Global Service Management. Kyoto University Press.
Sattavorn, S., & Khasasin, R. (2026). Impact of Japanese hospitality—Omotenashi—on customers’ experiences and their loyalty to restaurants. International Journal of Hospitality Management, 133, 104523. https://doi.org/10.1016/j.ijhm.2025.104523
Tuncer, I., Unusan, C., & Cobanoglu, C. (2020). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality & Tourism, 11(22), 142–151. https://doi.org/10.1080/1528008X.2020.1802390
Wu, H.-C. (2013). An Empirical Study of the Effects of Service Quality, Perceived Value, Corporate Image, and Customer Satisfaction on Behavioral Intentions in the Taiwan Quick Service Restaurant Industry. Journal of Quality Assurance in Hospitality & Tourism, 14, 364–390. https://doi.org/10.1080/1528008X.2013.802581
Yang, X., Balasubramanian, K., & Soeiro, J. D. (2025). The effects of service quality on customer satisfaction and recommendation intention: Domestic versus international customer. International Journal of Hospitality Management, 131, 104269. https://doi.org/10.1016/j.ijhm.2025.104269
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Dinamika Ekonomi Rakyat
This work is licensed under a Creative Commons Attribution 4.0 International License.
