HENDRIANTO, ANDHIKA (2026) ANALISIS KOMPONEN RELATIONSHIP QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CORPORATE IMAGE SEBAGAI VARIABEL MODERASI DI PT INDONESIA STEEL TUBE WORKS. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of relationship quality component, namely customer satisfaction, trust, and commitment, on customer loyalty, with corporate image as a moderating variable in a Business-to-Business (B2B) context within the manufacturing industry at PT Indonesia Steel Tube Works (ISTW). The study is motivated by the increasing importance of long-term relationships and strategic partnerships in the manufacturing industry, where customer loyalty is not solely driven by transactional factors such as price and product quality. This research employs a quantitative approach using a survey method, with data collected from 119 B2B customers of PT ISTW who are directly involved in purchasing decisionmaking. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct relationships and moderating effects among the variables. The results indicate that customer satisfaction and trust do not have a significant direct effect on customer loyalty, suggesting that in mature B2B relationships these variables function primarily as basic relational prerequisites rather than as key drivers of loyalty. In contrast, commitment has a positive and significant effect on customer loyalty, highlighting the importance of relational attachment and long-term orientation in sustaining B2B partnerships. Furthermore, corporate image positively moderates the relationship between trust and customer loyalty, while negatively moderating the relationship between commitment and customer loyalty. However, corporate image does not moderate the relationship between customer satisfaction and customer loyalty. Overall, this study concludes that commitment represents the primary determinant of customer loyalty in B2B manufacturing relationships, while corporate image plays a selective moderating role. Keywords: Manufacturing Industry, B2B, Relationship Quality, Corporate Image, Customer Loyalty Penelitian ini bertujuan untuk menganalisis pengaruh komponen relationship quality yang meliputi customer satisfaction, trust, dan commitment terhadap customer loyalty dengan corporate image sebagai variabel moderasi pada konteks Business-to-Business (B2B) dalam industri manufaktur di PT Indonesia Steel Tube Works (ISTW). Penelitian ini dilatarbelakangi oleh pentingnya hubungan jangka panjang dan kemitraan strategis dalam industri manufaktur, di mana loyalitas pelanggan tidak hanya ditentukan oleh faktor transaksional seperti harga dan kualitas produk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dengan pengumpulan data dari 119 pelanggan B2B PT ISTW yang terlibat langsung dalam pengambilan keputusan pembelian. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji pengaruh langsung serta peran moderasi antar variabel penelitian. Hasil penelitian menunjukkan bahwa customer satisfaction dan trust tidak berpengaruh signifikan secara langsung terhadap customer loyalty, yang mengindikasikan bahwa dalam hubungan B2B yang telah matang kedua variabel tersebut lebih berperan sebagai prasyarat dasar hubungan dibandingkan sebagai pendorong utama loyalitas. Sebaliknya, commitment terbukti berpengaruh positif dan signifikan terhadap customer loyalty, yang menegaskan pentingnya keterikatan relasional dan orientasi jangka panjang dalam mempertahankan pelanggan. Selain itu, corporate image terbukti memoderasi pengaruh trust terhadap customer loyalty secara positif, namun melemahkan pengaruh commitment terhadap customer loyalty, sementara tidak memoderasi hubungan antara customer satisfaction dan customer loyalty. Secara keseluruhan, penelitian ini menyimpulkan bahwa commitment merupakan faktor utama pembentuk loyalitas pelanggan dalam konteks industri manufaktur B2B, dengan corporate image memiliki peran moderasi yang bersifat selektif. Kata kunci: Industri Manufaktur, B2B, Relationship Quality, Corporate Image, Customer Loyalty
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55124110047 |
| Uncontrolled Keywords: | Industri Manufaktur, B2B, Relationship Quality, Corporate Image, Customer Loyalty |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 28 Feb 2026 02:00 |
| Last Modified: | 28 Feb 2026 02:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101259 |
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