SEPTYANA, SHERLY TRI (2018) PENGARUH KUALITAS PELAYANAN CUSTOMER CARE OFFICER TERHADAP LOYALITAS PELANGGAN PT. GADING PRIMA PERKASA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Automotive dealers, especially cars, are very competitive in grabbing the market amid increasingly fierce competition. One way to attract new customers and retain old customers is by increasing customer satisfaction to create good customer loyalty. Employees who are expected to make customers loyal are good communication through Customer Care Officers. This study aims to find out and explain the influence of the quality of customer care officer services on customer loyalty PT. Gading Prima Perkasa. According to Carl I. Hovland (2011), communication is the process of changing the behavior of others (communication is the process to modify the behavior of other individuals). The research method used is a survey and questionnaire to collect data with a population of 379 customers who bought a car PT. Gading Prima Perkasa in August - November 2017. Sampling in this case using accidental sampling technique using the Slovin formula obtained 80 samples. Analysis method uses simple linear regression. The results obtained by the regression equation Y = 2.736 + 0.231X, which means that when the quality of service (X) is zero or does not increase, then customer loyalty (Y) will still be worth 2.736. The regression coefficient value of 0.213 is positive, showing a unidirectional effect which means that if the quality of service is increased by one unit it will increase customer loyalty by 0.231 for each transaction. The Determination Coefficient of 0.388 means that service quality contributes 38.8% to customer loyalty. While the remaining 61.2% is caused by other factors not examined by the author. Keywords: Quality, Service, Loyalty, Customers Dealer otomotif khususnya mobil sangat bersaing merebutkan pasar di tengah persaingan yang semakin ketat. Salah satu cara menarik pelanggan baru dan mempertahankan pelanggan lama adalah dengan meningkatkan kepuasan pelanggan agar tercipta loyalitas pelanggan yang baik. Karyawan yang diharapkan dapat membuat pelanggan menjadi loyal adalah dengan komunikasi yang baik melalui Customer Care Officer. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh kualitas pelayanan customer care officer terhadap loyalitas pelanggan PT. Gading Prima Perkasa. Menurut CarlI. Hoveland (2011), komunikasi adalah proses mengubah perilaku orang lain (communication is the process to modify the behavior of other individuals). Metode penelitian yang digunakan adalah survey dan kuesioner untuk mengumpulkan data dengan populasi 379 pelanggan yang membeli mobil PT. Gading Prima Perkasa di Bulan Agustus – November 2017. Pengambilan sampel dalam hal ini menggunakan teknik accidental sampling mengunakann rumus Slovin didapatkan 80 sampel. Metode analisis menggunakan regresi linear sederhana. Hasil penelitian diperoleh persamaan regresi Y = 2,736+0,231X, yang artinya pada saat kualitas pelayanan (X) bernilai nol atau tidak meningkat, maka loyalitas pelanggan (Y) akan tetap bernilai sebesar 2,736. Koefisien regresi nilai sebesar 0,213 bernilai positif, menunjukkan pengaruh yang searah yang artinya jika kualitas pelayanan ditingkatkan sebesar satu satuan maka akan meningkatkan loyalitas pelanggan sebesar 0,231 setiap melakukan transaksi. Koefisien Determinasi 0,388 artinya kualitas pelayanan memberikan kontribusi sebesar 38,8% terhadap loyalitas pelanggan. Sedangkan sisanya sebesar 61,2% disebabkan oleh faktor lain yang tidak diteliti oleh penulis. Kata Kunci : Kualitas, Pelayanan, Loyalitas, Pelanggan
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