PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TERMINAL KARGO DI BANDAR UDARA SAMS SEPINGGAN BALIKPAPAN DI MASA PANDEMI COVID-19

THAMRIN, MUHAMMAD (2022) PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN TERMINAL KARGO DI BANDAR UDARA SAMS SEPINGGAN BALIKPAPAN DI MASA PANDEMI COVID-19. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengalisis pengaruh kualitas pelayanan, citra perusahaan terhadap kepuasan dan loyalitas pelanggan terminal kargo di Bandar Udara Sultan Aji Muhammad Sulaiman Sepinggan Balikpapan. Jenis penelitian merupakan penelitian kuantitatif dengan desain penelitian yang digunakan bersifat kausalitas. Penelitian menggunakan paradigm positivisme kuantitatif yang digunakan untuk mengetahui hubungan antar variabel dengan menggunakan kuesioner sebagai alat pengumpulan data dan analisis statistik yang akan diolah menggunakan SEM PLS. Data diambil menggunakan metode kuesioner yang diberikan kepada 120 responden dengan teknik pengambilan sampel purposive sampling. Metode analisis data yang digunakan adalah Structural equation modeling (SEM) - Partial Least Square (PLS) untuk menunjukkan hubungan antar variabel penelitan. Uji yang dilakukan pada penelitian ini antara lain uji validitas konvergen, uji validitas diskriminan, uji reliabilitas, uji R-Squared (R2 ), uji PLS predictive relevance (Q2 ), uji effecr size, dan uji signifikansi. Hasil dari penelitian ini terdapat dua hipotesis ditolak dan empat hipotesis diterima antara lain : kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra perusahaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap citra perusahaan, kualitas pelayanan tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan, citra perusahaan tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Berdasarkan hasil tersebut maka perusahaan dapat mengambil langkah untuk meningkatkan top manajemen seperti peningkatan kualitas SDM, pemanfaatan IT, serta meningkatkan pelayanan dengan memberikan jaminan selama pengiriman barang dan melakukan promosi untuk menciptakan branding citra perusahaaan yang diinginkan pelanggan. Kata kunci : kualitas pelayanan, citra perusahaan, kepuasan pelanggan, loyalitas pelanggan This study aims to analyze the effect of service quality, company image on customer satisfaction and loyalty at the cargo terminal at Sultan Aji Muhammad Sulaiman Sepinggan Airport, Balikpapan. This type of research is quantitative research with the research design used being causal. This study uses the paradigm of quantitative positivism which is used to determine the relationship between variables by using a questionnaire as a data collection tool and statistical analysis that will be processed using SEM PLS. Data were taken using a questionnaire method given to 120 respondents with a purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM) - Partial Least Square (PLS) to show the relationship between research variables. The tests carried out in this study include convergent validity test, discriminant validity test, reliability test, R- Squared test (R2), relevance predictive PLS test (Q2), effect size test, and significance test. The results of this study there are two rejected hypotheses and four accepted hypotheses, among others: service quality has a positive and significant effect on customer satisfaction, company image has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on company image, service quality does not positive and significant effect on customer loyalty, company image has no positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect on customer loyalty. Based on these results, the company can take steps to improve top management such as improving the quality of human resources, utilizing IT, and improving services by providing guarantees during the delivery of goods and conducting promotions to create the image of the company that customers want. Keywords: service quality, corporate image, customer satisfaction, customer loyalty

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