ANALISIS MEDIASI KEPUASAN KONSUMEN DALAM PENGARUH KUALITAS PRODUK DAN PELAYANAN PURNAJUAL TERHADAP LOYALITAS PELANGGAN PT. FIRST MACHINERY TRADE, CO.

PARMARIZA, YENNIDA (2009) ANALISIS MEDIASI KEPUASAN KONSUMEN DALAM PENGARUH KUALITAS PRODUK DAN PELAYANAN PURNAJUAL TERHADAP LOYALITAS PELANGGAN PT. FIRST MACHINERY TRADE, CO. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

PT. First Machinery was established in 1977, it focused in selling machines for manufacture business, factory’s maintenance and mechanic service. In selling machines, PT. First Machinery acts as sales representative for almost 20 brands from the foreign country, such as Milacron Cincinnati, Hitachi Seiki and Sony Precision Technology.One of most challenges in this business is about the competition. There are many competitors coming in recently years. To overcome this serious problem, PT. First Machinery tried to increase their services, especially for after sales service and its existence to produce high quality product. The aim of this study is to analyze how the customer’s satisfaction can influence the customer’s loyalty by particularly understanding the importance of both product quality and after sales services quality as the main factors of the study. This study employees the trading company as a case. Both of the factors, product and service (as the variable X1 and X2) are the independent variables employed in this study to understand customer’s satisfaction.But with this tight competition, a company should change its paradigm, customer satisfaction is not enough right now.The other important factor for the global company is how to make the customer become loyal. Therefore, this study measured the customer loyalty as the dependent variable (Y).The main indicators of loyalty are repurchase intentions (next use), resistance to switching to competitor and willingness to recommended operator’s to friends and other associates. This final paper involved 150 respondents, spread at Jabodetabek’s area.The relationship between these factors will be examined by Structural Equation Model (SEM) technique and using software of LISREL 8.51, there are 7 steps of fit model test done. The result showed that there is relationship between service quality to customer satisfaction and there is not any relationship between product quality to customer satisfaction, it is not significant. Customer satisfaction as the intervening variable connected both of the factors, service quality and product quality to consumer loyalty. Some recommendation were provided in this study such as : (1)to gain the customer’s loyalty, the company should do some efforts, first, company must make their customer feel satisfied. Satisfaction is the core for the loyalty in future (2)in this tight competition era, many big companies do the customer relationship marketing such as personalization, customize marketing program or one-to one marketing. Keywords : product quality, service quality, customer satisfaction, customer loyalty.

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