ANALISIS KEPERCAYAAN, KOMITMEN DAN KEPUASAN DALAM MEMBANGUN LOYALITAS PELANGGAN JASA PERAWATAN KENDARAAN

Gumelar, Yudie Teguh Cahaya (2009) ANALISIS KEPERCAYAAN, KOMITMEN DAN KEPUASAN DALAM MEMBANGUN LOYALITAS PELANGGAN JASA PERAWATAN KENDARAAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Generating customer loyalty is related to customer satisfaction on the service quality given by a company. Customer loyalty will grow up together with the level of customer satisfaction which starts from generating customer’s trust and commitment to a company. Research problems found are: (1) is the car maintenance service given by Auto 2000 Cilandak enable to create trust, commitment, satisfaction, and loyalty of its customer; (2) are the customers of Auto 2000 Cilandak already have trust, commitment, satisfaction, and loyalty; then (3) how trust, commitment, satisfaction, enable to create loyalty of customer of the Auto 2000. This research generates four hypotheses and defines Auto 2000 Cilandak as an object. Theories applied in this research are marketing theories, especially theory about consumer behaviour, relationship marketing, dan service quality. Research method is descriptive analysis which is supported by survey. Research samples are 100 respondents from Toyota car owner who have already come at least three times to Auto 2000 Cilandak for car maintenance service. Analysis technique for this research are regression model and path analysis product moment (Pearson’s). The results showed that: (1) trust to the company reputation has significant influence on customer satisfaction; (2) commitment in the form of affective commitment has significant influence on customer satisfaction; and (3) customer satisfaction of the car maintenance service quality has significant influence on customer loyalty. Therefore, this research concludes : (1) the car maintenance service given by Auto 2000 Cilandak enable to create trust, commitment, satisfaction, and loyalty of its customer; (2) the customers of Auto 2000 Cilandak are already have trust, commitment, satisfaction, and loyalty.

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