Pengaruh Kepatuhan Hukum dan Etika Bisnis terhadap Loyalitas Konsumen UMKM Kuliner di Makassar
Abstract
Penelitian ini mengkaji secara empiris pengaruh kepatuhan hukum dan etika bisnis terhadap loyalitas konsumen UMKM kuliner di Makassar dengan kepercayaan konsumen sebagai mediator, menanggapi masih minimnya studi terintegrasi pada konteks ini. Survei dilakukan terhadap 100 konsumen yang dipilih melalui purposive sampling, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 3.3 serta bootstrap 5.000 subsample. Instrumen dinyatakan valid dan reliabel (loading factor > 0,70; AVE > 0,50). Hasil menunjukkan kepatuhan hukum dan etika bisnis berpengaruh positif signifikan baik terhadap kepercayaan konsumen (β = 0,335; p = 0,001 dan β = 0,393; p < 0,001) maupun loyalitas konsumen (β = 0,195; p = 0,019 dan β = 0,263; p = 0,013). Kepercayaan konsumen juga berpengaruh signifikan terhadap loyalitas (β = 0,347; p < 0,001), serta memediasi secara parsial pengaruh kepatuhan hukum dan etika bisnis terhadap loyalitas (indirect effect = 0,116; p = 0,009 dan 0,137; p = 0,013). Model mampu menjelaskan 25,3% varians kepercayaan dan 33,4% varians loyalitas konsumen. Temuan ini menegaskan bahwa kepatuhan hukum dan etika bisnis merupakan investasi strategis guna membangun kepercayaan dan loyalitas konsumen UMKM kuliner di era pemasaran digital.
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