Nugraha, Muhammad Wahyudi Ari (2021) Analisis pengaruh dimensi unit features, corporate factors, switching barriers, dan customer satisfaction terhadap customer loyalty pada pelanggan forklift komatsu Di PT. Bina Pertiwi pada area Jawa Timur. Masters thesis, Universitas Pelita Harapan.
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Abstract
Pada saat ini teknologi telah menjadi kebutuhan dasar setiap manusia, sehingga membuat setiap orang ataupun organisasi menggunakan teknologi dalam berbagai aspek kehidupannya termasuk dalam membantu pekerjaan mereka. Kebutuhan manusia akan teknologi juga didukung dengan perkembangan ilmu pengetahuan dan teknologi yang sangat pesat, oleh karena itu saat ini disebut dengan era teknologi, karena semua sektor kehidupan manusia tidak ada yang terlepas dari teknologi. Sama halnya dengan kebutuhan alat angkat untuk membantu kegiatan manusia khususnya pada dunia industri, yang sebelumnya dilakukan secara manual dengan menggunakan tenaga manusia namun pada saat ini sudah dilakukan dengan bantuan alat yang biasa disebut forklift. Jenis forklift yang ditemukan pertama kali digunakan adalah truk tangan. Forklift adalah kendaraan yang mempunyai fungsi khusus sebagai alat angkut dalam pemindahan barang dengan kapasitas beban besar. Jawa Timur merupakan salah satu area yang penting bagi perkembangan industri di Indonesia. Sejak tahun 1970, pemerintah mengembangkan kawasan industri di Jawa Timur dan membuat Jawa Timur berkembang menjadi pusat bisnis terbesar untuk wilayah Indonesia bagian timur. Dengan banyaknya jumlah area industri di Jawa Timur tentunya menjadi salah satu alasan mengapa banyak brand forklift hadir diarea Jawa Timur untuk mendukung kegiatan operasional perusahan-perusahaan tersebut. Dari beberapa brand tersebut, tentunya setiap brand memiliki segmen pasar, karakteristik, dan keunggulan masing-masing. Penelitian ini ditujukan untuk menganalisa pengaruh variabel pengaruh dimensi unit features (functions, usability, design, application, dan price), corporate factors (customer support dan corporate image), switching barriers, dan customer satisfaction terhadap customer loyalty pada pelanggan Forklift Komatsu di PT. Bina Pertiwi pada area Jawa Timur. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 105 responden yang berjenis kelamin laki-laki dan perempuan, berdomisili di Jawa Timur, dengan batasan usia 18-60 tahun. Kuesioner diberikan kepada responden yang pelanggan Forklift Komatsu di Jawa Timur yang pernah melakukan transaksi pembelian Forklift Komatsu minimal dalam dua tahun terakhir di PT. Bina Pertiwi, pernah menggunakan atau mengetahui penggunaan nyata dari Forklift Komatsu dari PT. Bina Pertiwi dalam 2 tahun terakhir, pernah memutuskan untuk membeli tambahan produk pelengkap Forklift Komatsu di PT. Bina Pertiwi dalam 2 tahun terakhir, pernah menghubungi customer service Forklift Komatsu di PT. Bina Pertiwi dalam 2 tahun terakhir, dan mengetahui bahwa PT. Bina Pertiwi merupakan authorized distributor Komatsu Forklift di Indonesia. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical product and service solutions (SPSS) dengan software 22.0 sebagai softwere untuk mengolah data. Selanjutnya, mentabulasi hasil penelitian responden, serta melakukan pengujian model penelitian dengan menggunakan teknik analisis data regresi sederhana (Simple Regression) dan regresi linear berganda (Multiple Regression). Temuan empiris tersebut mengidikasikan bahwa hubungan functions berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.212; usability berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.236; applications berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.262; customer support berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.252; unit features berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.538; corporate factors berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.378; customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.533; switching cost berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.298./ Nowadays, technology has become a basic need of people’s life, so that every person or organization uses technology in various aspects of their life, including in helping their work. Human need for technology is also supported by rapid development of science and technology, therefore it is now called the technological era. For example with the need for lifting equipment to help human activities, especially in the industrial sector, which previously done by human labor, this has been done with the help of tools, commonly known as forklifts. The type of forklift that was invented for the first time was a hand truck. Forklifts are vehicles that have a function as a means of transport to move goods with a large load capacity. East Java is one of the important areas for industrial development in Indonesia. Since 1970, the government has developed industrial estates in East Java and made East Java develop into the largest business center in eastern Indonesia. With so many industrial estates in East Java, of course this is one of the reasons why many forklift brands are present in the East Java region to support the company's operational activities. Of these several brands, of course, each brand has its own market segment, characteristics, and advantages. This study is aimed at analyzing the influence of the unit features dimensions (functions, usability, design, application, and price), corporate factors (customer support and corporate image), switching barriers, and customer satisfaction on customer loyalty to Komatsu Forklift customers at PT. Bina Pertiwi in the East Java area. The sample used in this study is based on data from 105 male and female respondents, domiciled in East Java, with an age limit of 18-60 years. The questionnaire was given to respondents who were customers of Komatsu Forklifts in East Java who had made Komatsu Forklift purchases at least in the last two years at PT. Bina Pertiwi, have ever used or knew the real use of Komatsu Forklifts in the last two years at PT. Bina Pertiwi, decided to buy additional Komatsu Forklift complementary products in the last two years at PT. Bina Pertiwi, as contacted Komatsu Forklift customer service in the last two years at PT. Bina Pertiwi, and knowing that PT. Bina Pertiwi is an authorized distributor of Komatsu Forklifts in Indonesia. Processing and analyzing data in this research is using SPSS as a software, where analysis statistical product and service solutions (SPSS) is using software 22.0 to process data. Next, tabulate the research results of the respondents, as well as test the research model using Simple Regression and Multiple Regression. The empirical findings indicate that the results of the existing regression coefficients, shows that functions has a significant effect on customer satisfaction with a regression coefficient of 0.212; usability has a significant effect on customer satisfaction with a regression coefficient of 0.236; applications has a significant effect on customer satisfaction with a regression coefficient of 0.262; customer support has a significant effect on customer satisfaction with a regression coefficient of 0.252; unit features has a significant effect on customer satisfaction with a regression coefficient of 0.538; corporate factors has a significant effect on customer satisfaction with a regression coefficient of 0.378; customer satisfaction has a significant effect on customer loyalty with a regression coefficient of 0.533; switching cost has a significant effect on customer loyalty with a regression coefficient of 0.298.
Item Type: | Thesis (Masters) | ||||||||||||
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Uncontrolled Keywords: | unit features; functions; usability; design; application; price; corporate factors; customer support; corporate image; switching barriers; customer satisfaction; customer loyalty; forklift; material handling | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management Current > Faculty/School - UPH Surabaya > Business School > Master of Management |
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Depositing User: | Users 6487 not found. | ||||||||||||
Date Deposited: | 19 Feb 2021 04:48 | ||||||||||||
Last Modified: | 02 Mar 2021 03:08 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/15648 |
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