HARLINA, YUNIAR (2008) MEMBANGUN LOYALITAS PELANGGAN INDUSTRI KIMIA MELALUI TRUST DAN COMMITMENT PT.PARDIC JAYA CHEMICALS. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The significant alteration in the global bussiness is driven company to take immediate respond of the changed. The current fundamental problem facing is how to encourage and compite the costumer and maintaining them as long term partnership which expected for company survival or to prevent for collapse and improvement as well; this goal can be achieved by performing market process throughout excellent long term costumer relationship as known relationship marketing. The relationship element containing of 2 fundamental element i.e. trust and commitment In 2000 Morgan developed trust and commitment theory became three factor i.e. economic content which influential by economic value factor, switching cost, social content by costumer recognition and resource content by confidence benefit, corporate brand reputation, product quality. Based on Morgan theory, Lacey (2007) is one of Professor marketing assistance of New Orleans University implemented all those 3 research categories to Business to Consumer to prove the commitment effect which expected to create trust improvement. The researcher try to implement Lacey Business to Business researched to one of Chemical Industry as call PT. Pardic Jaya Chemicals, The purpose of this research is to identify the corporate brand reputation, confidence benefit and product quality influence to the trust, trust side effect to costumer loyalty, as well as economic value, switching cost and customer recognition side effect to commitment, commitment to costumer loyalty and trust to commitment. The analysis is required to be conducted in capturing connected influence between all variable. The result of observation shown is corporate brand reputation. Structure Equation Modeling (SEM) provided with software AMOS. The analysis result indicated that respondent generally agreed for those variables in the connection of Confidence Benefit, Corporate Brand Reputation, Product Quality, Economic Value, Customer Recognition, Switching Cost, Trust, Commitment, and Loyalty. Otherwise some of them are not confidence (disagreed).The structural model examination resulted three is no interconnection influence of Corporate Brand Reputation (CBR) to Trust (TR). The negative effect just occurred between Confidence Benefit (CB) and Product Quality (PQ) to Trust (TR). Otherwise between Trust (TR) and Commitment to Costumer Loyalty (CL) is not. The positive effect found between Economic Value (EV), Customer Recognition, and Switching Cost to Commitment (CO) and also Trust (TR) to Commitment (CO). The assumption of negative effect occurred for some variables to trust is due to the PJC relationship marketing performance is better that other competitor. The Corporate brand reputation do not have any connection to the trust due to in B to B industry, generally the Corporate brand reputation was built un-relevant trust. The PJC costumer condition is justify on the commitment level not on loyal level. It was shown of no correlation between trust and commitment to loyalty. The positive connection between some variables that related to commitment is the most dominant to Commitment (CO) i.e. switching cost and trust with each coefficient value 0,679 and 0,659. These coefficient values indicated that construction of commitment is defending on switching cost and trust. Perubahan dalam dunia usaha yang semakin cepat mengharuskan perusahaan untuk merespon perubahan yang terjadi, problem sentral yang dihadapi perusahaan-perusahaan saat ini adalah bagaimana perusahaan tersebut menarik pelanggan dan mempertahankanya agar perusahaan tersebut dapat bertahan dan berkembang, tujuan tersebut akan tercapai jika perusahaan melakukan proses pemasaran dengan menjalin hubungan pelanggan dalam waktu yang panjang yang disebut dengan relationship marketing. Relationship marketing memiliki 2 elemen dasar yaitu Trust dan Commitment Teori Morgan (2000) mengembangkan trust dan commitment menjadi tiga faktor yaitu faktor economic content yang dipengaruhi indikator economic value, switching cost, social content dipengaruhi oleh custumer recognition dan resource content dipengaruhi oleh confidence benefit, corporate brand reputation, product quality . Berdasarkan teori Morgan, Lacey(2007), seorang Assisten Professor marketing dari University of New Orleans, melakukan penelitian untuk business to consumer (B2C) dengan menggunakan 3 kategori tersebut untuk menghasilhkan efek komitmen yang akan meningkatkan kepercayaan untuk mencapai loyalitas. Penelitiannya menunjukkan bahawa Indikator yang sangat berpengaruh adalah corporate brand reputation. Peneliti mencoba menerapkan penelitian Lacey pada Industri Business to Business yaitu pada satu Industri Kima (PT.Pardic Jaya Chemicals) Penelitian yang dilakukan ini bertujuan untuk mengetahui pengaruh corporate brand reputation, confidence benefit dan product quality terhadap trust, pengaruh trust terhadap loyalitas pelanggan, pengaruh economic value, switching cost dan customer recognition terhadap comitment,, pengaruh comitment terhadap loyalitas pelanggan, dan pengaruh trust terhadap commitment. Untuk mengetahui pengaruh simultan antar variabel tersebut digunakan analisis structure Equation Modeling (SEM) dengan menggunakan software AMOS. Berdasarkan hasil analisis diketahui bahwa Secara umum responden menilai setuju terhadap variable-variabel yang berkaitan dengan Confidence Benefit, Corporate Brand Reputation, Product Quality, Economic Value, Customer Recognition, Switching Cost, Trust, Commitment, dan Loyality. Tetapi masih banyak pula responden yang menilai ragu (agak setuju) dan tidak setuju terhadap variabel- variabel tersebut.dan berdasarkan pengujian model struktural diketahui bahwa tidak terdapat pengaruh antara Corporate Brand Reputation (CBR) terhadap Trust (TR). Terdapat pengaruh negatif antara Confidence Benefit (CB) dan Product Quality (PQ) terhadap Trust (TR). Tidak ada pengaruh antara Trust (TR) dan Commitment terhadap Loyalitas Pelanggan (LO). Ada pengaruh positif antara Economic Value (EV), Customer Recognition, dan Switching Cost terhadap Commitment (CO) . dan Trust (TR) berpengaruh terhadap Commitment (CO). Hubungan negatif beberapa variabel terhadap konstruk trust diperkirakan karena secara umum kondisi PJC masih lebih baik dibanding pesaingnya dalam melaksanakan strategi pemasaran relasional. Tidak adanya hubungan Corporate brand reputation terhadap trust karena pada industri B to B pada umumnya kepercayaan tidak relevan dibangun oleh Corporate brand reputation. Kondisi bahwa pelanggan PJC hanya sampai pada tingkat komitmen belum sampai pada tingkat loyal. Ditunjukkan dengan tidak ada hubungan antara trust dan commitment terhadap loyalitas Berdasarkan hubungan positif antara variable-variabel yang berhubungan dengan commitment yang paling dominan terhadap Commitment (CO) yaitu switching cost dan trust dengan nilai coefisien masing-masing 0,679 dan 0,659. Besarnya nilai ini menunjukkan bahwa dalam upaya membangun commitment selama ini sangat dipengaruhi oleh switching cost dan trust.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-08-048 |
| NIM/NIDN Creators: | 55105120139 |
| Uncontrolled Keywords: | relationship marketing, MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 24 May 2022 07:37 |
| Last Modified: | 15 Jul 2022 06:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61738 |
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