EFENDI, VICTOR (2017) PENGARUH CITRA PERUSAHAAN, RELATIONSHIP MARKETING, TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PT. ASURANSI WAHANA TATA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of corporate image, relationship marketing, to customer loyalty through customer satisfaction. The sample of this research is done by using two methods, Accidental Sampling and Snowball Sampling. The criteria used are based on the users of the vehicle insurance policy that will make a claim on the branch of Asuransi Wahana Tata Jakarta Pondok Indah, a sample of the total population of 49,374 vehicle insurance policies. The analysis technique used in this research is structural equation model analysis with Lisrel 8.7 software. The result of this research is Corporate Image has a strong effect on customer satisfaction. Where the quality of claims results on customer satisfaction will improve the quality of corporate image. Corporate image has a positive effect on customer loyalty variable. Competence of the company will make customer loyalty will increase. Relationship Marketing has a strong influence on customer satisfaction variables. Customer satisfaction is very strong effect on customer loyalty. In addition, ease in making claims is a major factor in the formation of customer loyalty in this study. Keywords: Corporate Image, Motor Vehicle Insurance, Relationship Marketing, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan menguji dan menganalisa pengaruh citra perusahaan, relationship marketing, terhadap loyalitas pelanggan melalui kepuasan pelanggan. Sampel penelitian ini dilakukan dengan menggunakan dua metode yaitu Sampling kebetulan (Accidental Sampling) dan Sampling snowball (Snowball Sampling). Kriteria yang digunakan adalah berdasarkan para pengguna polis asuransi kendaraan yang akan melakukan klaim pada cabang Asuransi Wahana Tata Jakarta Pondok Indah, sampel dari jumlah populasi sebanyak 49.374 polis asuransi kendaraan. Teknik analisis yang digunakan dalam penelitian ini adalah analisis model persamaan structural (Structural Equation Modeling) dengan software Lisrel 8.7. hasil dari penelitian ini adalah Citra Perusahaan berpengaruh kuat terhadap kepuasan pelanggan. Dimana kualitas hasil klaim pada kepuasan pelanggan akan meningkatkan kualitas citra perusahaan. Citra Perusahaan berpengaruh positif terhadap variabel loyalitas pelanggan. Kompetensi perusahaan akan membuat loyalitas pelanggan akan meningkat. Relationship Marketing berpengaruh kuat terhadap variabel kepuasan pelanggan. kepuasan pelanggan sangat kuat berpengaruh terhadap loyalitas pelanggan. Selain itu kemudahan dalam melakukan claim merupakan faktor utama dalam terbentuknya loyalitas pelanggan dalam penelitian ini. Kata kunci: Citra Perusahaan, Asuransi Kendaraan Bermotor, Relationship Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan
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