MENGUJI LSQ PADA BOPS BOSD PRODUK PORTABEL: DAMPAKNYA TERHADAP KEPUASAN, LOYALITAS, NIAT PATRONASE

Abstract

Penelitian ini menganalisis pengaruh elemen Logistics Service Quality (LSQ)—timeliness, availability, condition, dan return)—terhadap customer satisfaction, customer loyalty, serta patronage intention dalam dua skenario omnichannel di Indonesia, yakni BOPS (buy-online-pickup-in-store) dan BOSD (buy-online-ship-direct) untuk kategori produk portabel. Penelitian bersifat kuantitatif dengan survei terhadap 334 konsumen yang memiliki pengalaman BOPS/BOSD. Data diolah dengan metode PLS-SEM dengan software SmartPLS 3. Hasil penelitian menunjukkan keempat elemen LSQ meningkatkan customer satisfaction di kedua skenario. Pada BOPS, timeliness dan condition berpengaruh positif terhadap customer loyalty, sedangkan availability dan return tidak berpengaruh langsung. Pada BOSD, condition dan return berpengaruh positif terhadap customer loyalty, sementara timeliness dan availability tidak berpengaruh. Customer satisfaction berpengaruh positif terhadap customer loyalty dan patronage intention di kedua skenario. Kebaruan studi terletak pada fokus dua skenario yang relevan untuk kategori produk portabel dan penambahan variabel patronage intention yang dipicu oleh customer satisfaction. Peritel diharapkan dapat memprioritaskan akurasi stok dan “ready-for-pickup” pada BOPS serta kualitas last-mile dan retur pada skenario BOSD.

This study analyzes the effects of Logistics Service Quality (LSQ) elements—timeliness, availability, condition, and return—on customer satisfaction, customer loyalty, and patronage intention across two omnichannel scenarios in Indonesia: BOPS (buy online, pickup in store) and BOSD (buy online, ship direct) for portable products. This quantitative study surveyed 334 consumers who had experience with BOPS/BOSD. Data were analyzed using PLS-SEM with SmartPLS 3. The results show that all four LSQ elements increase customer satisfaction in both scenarios. In BOPS, timeliness and condition positively affect customer loyalty, whereas availability and return have no direct effect. In BOSD, condition and return have a positive effect on customer loyalty, while timeliness and availability have no effect. Customer satisfaction positively affects customer loyalty and patronage intention in both scenarios. The novelty of this study lies in its focus on two scenarios relevant to the portable product category and the addition of the patronage intention variable triggered by customer satisfaction. Retailers are expected to prioritize stock accuracy and “ready-for-pickup” in BOPS and last-mile quality and return in the BOSD scenario.