Pengaruh Kepuasan Asertivitas Dan Jenis Kelamin Pelanggan Terhadap Tingkat Advokasi Pelanggan JNE

Purnadi, Rohmat (2013) Pengaruh Kepuasan Asertivitas Dan Jenis Kelamin Pelanggan Terhadap Tingkat Advokasi Pelanggan JNE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research aimed to evaluate the effect of customer’s satisfaction, assertiveness and gender on JNE’s customer advocacy. Multiple regression technique was used in this study by using 351 JNE’s customers in Jakarta. The result showed that satisfaction and assertiveness have positive and significant effect on JNE’s customer advocacy. While gender did not have significant effect on advocacy. Assertiveness has greater effect than Satisfaction with regression coefficient 0.977 compared with 0.363. Satisfaction and assertiveness simultaneously have positive and significant effect on JNE’s customer advocacy with value of R:0.685 and R2 : 0.470 It was concluded that satisfaction and assertiveness have positive and significant effect on JNE’s customer advocacy either partially or simultaneously. On the other hand, gender did not have significant effect on JNE’s customer advocacy. It is suggested for JNE to more consider on customer’s assertiveness and satisfaction to improve their advocacy Keywords: satisfaction, assertiveness, gender, customer advocacy Penelitian ini bertujuan untuk mengetahui pengaruh tingkat kepuasan, assertivitas dan jenis kelamin pelanggan terhadap tingkat advokasi pelanggan JNE. Penelitian ini menggunakan teknik analisis regresi berganda yang dilakukan terhadap 351 pelanggan JNE di Jakarta. Hasil penelitian menunjukkan bahwa kepuasan dan assertivitas pelanggan berpengaruh secara positif signifikan terhadap tingkat advokasi pelanggan. Sementara variabel jenis kelamin tidak menunjukkan pengaruh yang signifikan terhadap tingkat advokasi pelanggan. Variabel asertivitas berpengaruh lebih besar daripada variable kepuasan dengan nilai koefisien regresi 0.977 banding 0.363. Variabel kepuasan dan assertivitas secara simultan berpengaruh secara positif signifikan terhadap tingkat advokasi pelanggan, dengan nilai R sebesar 0.685 dan R 2 sebesar 0.470 Kesimpulan penelitian adalah kepuasan dan assertivitas berpengaruh signifikan terhadap tingkat advokasi pelanggan JNE baik secara pasial maupun simultan. Sedangkan variabel jenis kelamin, tidak berpengaruh siginifikan terhadap tingkat advokasi pelanggan JNE. Saran untuk JNE agar lebih memperhatikan asertivitas dan kepuasan pelanggan untuk memperbaiki tingkat advokasi pelanggan Kata kunci: kepuasan, assertivitas, jenis kelamin, advokasi pelanggan

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-13-001
Call Number:	TM/51/15/159
NIM/NIDN Creators:	55111110181
Uncontrolled Keywords:	Satisfaction Asertiveness Gender customer Advocacy, MPS, Manajemen Pemasaran
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
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Admin Perpus UMB
Date Deposited:	22 May 2015 15:12
Last Modified:	09 Jul 2022 04:27
URI:	http://repository.mercubuana.ac.id/id/eprint/15270

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