HENDRY, MARFRI (2015) PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN PADA PT CIMB SUN LIFE DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to determine whether there is influence of corporate image and service quality through customer satisfaction to customer loyalty. This study uses a quantitative approach, in which the survey or questionnaire that has been done to produce quantitative or numerical description of some sections of the population through the process of data collection in the form of questions to the insurance company clients. Data process is using structural equation modeling (SEM) with AMOS application version 22. In this study surveyed 145 respondents. The respondents are clients of insurance companies CIMB Sun Life which applied the insurance more than 1 year and located in Jakarta. The results showed that the corporate image variables has a positive effect and significant effect on customer satisfaction (with t value 2,381 and significance value 0,017) and customer loyalty (with t value 2,730 and significance value 0,006). The service quality variable has a positive effect and significant effect on customer satisfaction (with t value 2,987 and significance value 0,003) and customer loyalty (with t value 2,326 and significance value 0,02). While the customer satisfaction variable has a positive effect and significant effect on customer loyalty (with t value 3.319 and significance value 0,00). Keywords: Corporate Image, Service Quality, Customer Satisfaction, Customer Loyalty.. Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan dan kualitas layanan melalui kepuasan pelanggan terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif, di mana survei atau kuesioner yang telah dilakukan menghasilkan deskripsi kuantitatif atau numerik dari beberapa bagian dari populasi melalui proses pengumpulan data dalam bentuk pertanyaan kepada klien perusahaan asuransi. Pengolahan data menggunakan alat uji model persamaan struktural (SEM) dengan aplikasi AMOS versi 22. Penelitian ini menggunakan 145 responden. Responden adalah klien dari perusahaan asuransi CIMB Sun Life yang sudah menggunakan asuransi lebih dari 1 tahun dan berdomisili di Jakarta. Hasil penelitian menunjukkan bahwa variabel citra perusahaan memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan (dengan nilai t 2,381 dan signifikansi 0,017) dan loyalitas pelanggan (dengan nilai t 2,730 dan signifikansi 0,006). Variabel kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan (dengan nilai t 2,987 dan signifikansi 0,003) dan loyalitas pelanggan (dengan nilai t 2,326 dan signifikansi 0,02). Sedangkan variabel kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan (dengan nilai t 3,319 dan nilai signifikansi 0,00). Kata kunci: Citra Perusahaan, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-15-128 |
| Call Number: | TM/51/15/311 |
| NIM/NIDN Creators: | 55112120178 |
| Uncontrolled Keywords: | Corporate Image,Service Quality,Customer Satisfaction,Customer Loyalty,citra perusahaan,kualitas pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan, 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: | Admin Perpus UMB |
| Date Deposited: | 06 Oct 2015 11:21 |
| Last Modified: | 30 Jun 2022 02:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7617 |
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