MEMBANGUN CUSTOMER LOYALTY DAN CUSTOMER SATISFACTION DENGAN PRODUCT QUALITY DAN AFTER SALES SERVICE (Studi Pada Dealer Mobil Mazda Serpong, Tangerang)

DHARMAWATI, DESY (2019) MEMBANGUN CUSTOMER LOYALTY DAN CUSTOMER SATISFACTION DENGAN PRODUCT QUALITY DAN AFTER SALES SERVICE (Studi Pada Dealer Mobil Mazda Serpong, Tangerang). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The automotive industry in Indonesia is more competitive causing an intense competition among the ATPM (Single Agent of Brand Holders), as well as competition between existing automotive manufacturers and newcomers. In the midst of the current business industry and its competitive environment, various strategies were implemented by the company in order to maintain its customers, and to win the competition by increasing its market share. This research aims to examine and analyze the effect of product quality and after-sales service on customer satisfaction and its impact on customer loyalty at an authorized Mazda Serpong Dealer, Tangerang. The sample used in this research are 200 respondent customers at Mazda Dealer Serpong,Tangerang. Sample size determination uses the Hair formula. The sampling technique uses purposive sampling. The tools analysis in this study using Structural Equation Modeling (SEM) by the SEM program from SPSS AMOS. The result showed significant effect of product quality and after sales service to customer satisfaction. Hence, also showed a significant effect of customer satisfaction to customer loyalty, Finally, the result also indicate that a variable customer satisfaction is proven to be mediating (intervening) the influence of the two independent variables, namely product quality and after-sales service to customer loyalty. Keywords : Product Quality, After Sales Service, Customer Satisfaction, Customer Loyalty. Industri otomotif di Indonesia saat ini semakin kompetitif sehingga menimbulkan persaingan yang ketat antar ATPM (Agen Tunggal Pemegang Merek) baik persaingan antar produsen otomotif yang sudah lama maupun juga pendatang baru. Di tengah beratnya iklim bisnis saat ini dan juga lingkungan yang kompetitif tersebut, berbagai strategi harus dilakukan perusahaan agar tidak kehilangan pelanggannya, dan memenangkan persaingan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk dan pelayanan purna jual terhadap kepuasan pelanggan dan dampaknya terhadap loyalitas pelanggan pada Dealer resmi Mazda Serpong, Tangerang. Sample yang digunakan pada penelitian ini berjumlah 200 orang responden. Penentuan ukuran sampel menggunakan rumus Hair, Teknik pengambilan sampel menggunakan Purposive sampling, Analisis data pada penelitian ini menggunakan Structural Equation Modeling (SEM) yang dilakukan dengan bantuan program SEM dari SPSS AMOS. Hasil penelitian menunjukan bahwa kualitas produk berpengaruh signifikan dan positif terhadap kepuasan pelanggan dan loyalitas pelanggan. Dan juga pelayanan purna jual berpengaruh signifikan dan positif terhadap kepuasan dan loyalitas pelanggan. Hasil lain menunjukan bahwa kepuasan pelanggan berpengaruh signifikan dan positif terhadap loyalitas pelanggan. Selain itu penelitian ini juga membuktikan bahwa variabel kepuasan pelanggan terbukti memediasi (intervening) pengaruh kedua variabel independen yaitu kualitas produk dan pelayanan purna jual terhadap loyalitas pelanggan. Kata kunci : Kualitas Produk, Pelayanan Purna Jual, Kepuasan Pelanggan, Loyalitas Pelanggan.

Item Type: Thesis (S2)
Call Number: TM/51/19/114
NIM: 55116120047
Uncontrolled Keywords: Kualitas Produk, Pelayanan Purna Jual, Kepuasan Pelanggan, Loyalitas Pelanggan.
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 386 Inland Waterway/Transportasi Pengangkutan di Daerah Pedalaman > 386.2 Activities and Services/Kegiatan dan Layanan
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 642 Meals and Table Service/Makanan dan Layanan Meja > 642.6 Serving at Table/Layanan di Meja
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Aug 2019 01:28
Last Modified: 22 Aug 2019 01:28
URI: http://repository.mercubuana.ac.id/id/eprint/50347

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