The influence of customer satisfaction towards customer loyalty at PT. Mulyo Kawi Wijoyo, Medan

Valencia, Winar Sari (2021) The influence of customer satisfaction towards customer loyalty at PT. Mulyo Kawi Wijoyo, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research aims to analyze the influence of customer satisfaction towards customer loyalty at PT. Mulyo Kawi Wijoyo, Medan which is located at Jalan Pandan No. 40, Medan. The reason why this research is conducted with the following title is because of the complaints the delivery speed which lead to poor product quality, such as discoloration of the coffee bean and the number of customers of the company are decreasing. The research is conducted on the 79 respondents as the population of the company which consist of corporate customers. This research is considered as descriptive quantitative research to describe the result of the research. The data is collected from the respondents as the sample by using questionnaires using purposive sampling method and will be compared the result from secondary sources such as the theories written from the books or journals. Based on t test, customer satisfaction influences customer loyalty at PT. Mulyo Kawi Wijoyo, Medan. Based on determination test, the value of r square obtained is 81.1% which shows that customer satisfaction as independent variable has 81.1% influence on the customer loyalty as dependent variable, where another 18.9% is affected by other variables, such as trust, accessibility, compensation, and product variety. Recommendations from the writer for customer satisfaction variable are search for stable shipping agencies, hire more professional staffs, and provide training for employees and some recommendations for customer loyalty includes putting more effort in promoting their products, putting more effort in fulfilling customer satisfaction, and implement content marketing./Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan pelanggan terhadap loyalitas pelanggan pada PT. Mulyo Kawi Wijoyo, Medan yang beralamat di Jalan Pandan No. 40, Medan. Alasan mengapa penelitian ini dilakukan adalah dikarenakan keluhan ke perusahaan mengenai kecepatan pengiriman yang mengakibatkan hasil biji kopi tidak sesuai dengan apa yang dinginkan pelanggan seperti perubahan warna pada biji kopi dan jumlah konsumen perusahaan yang kian menurun. Penelitian ini dilakukan terhadap 79 responden sebagai populasi perusahaan yang terdiri dari pelanggan individu dan perusahaan. Penelitian merupakan penelitian kuantitatif deskriptif untuk mencapai hasil peneilitan. Data dikumpulkan dengan cara menyebarkan kuesioner dengan menggunakan purposive sampling dan hasil dari analisis data akan di bandingkan dengan penelitian terdahulu maupun jurnal yang berlatar belakang sama dengan variabel penelitian. Berdasarkan penelitiaan yang dilakukan, hasil uji t menunjukkan bahwa kepuasan pelanggan memiliki pengaruh terhadap loyalitas pelanggan di PT. Mulyo Kawi Wijoyo, Medan. Berdasarkan uji deternimasi, nilai dari r2 yang diperoleh adalah 81.1%, maka dapat disimpulkan bahwa kepuasan pelanggan sebagai variabel bebas memiliki pengaruh sebesar 81.1% terhadap loyalitas pelanggan sebagai variabel terikat, dimana 18.9% lainnya dipengaruhi oleh variabel lainnya seperti kepercayaan, aksesibilitas, kompensasi, dan kelengkapan produk. Rekomendasi yang diberikan penulis terhadap variabel kepuasan pelanggan adalah pencarian agen pelayaran yang lebih stabil, merekrut staf yang lebih profesional, dan memberikan pelatihan bagi karyawan dan beberapa rekomendasi untuk loyalitas pelanggan termasuk upaya dalam mempromosikan produk mereka, upaya untuk memenuhi kepuasan pelanggan, dan mengimplementasikan content marketing.

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