The effect of tangibility, responsiveness, reliability, assurance, and empathy to customer loyalty through customer satisfaction of cv. victory toys

Tanuwidjaya, Victor (2019) The effect of tangibility, responsiveness, reliability, assurance, and empathy to customer loyalty through customer satisfaction of cv. victory toys. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Indonesia is the fourth largest nation in the world has been dominating the market, especially in ASEAN (Association of South East Asian Nations). The biggest archipelago in the world is poised on the fourth place by population size with 266,794,980 human beings are living in the country. Surabaya is the capital city of east java and Surabaya is one of Indonesia biggest city that has a rapid growth when toys are tools for children of the nation to enhance their creativity and intelligence. The growth of toys business in Indonesia has been growing significantly for the past few years. This makes the research of Victory Toys that has been distributing toys in Surabaya over 30 years is a very interesting. This study aimed to determine the effect of tangibility, responsiveness, reliability, assurance, and empathy to customer loyalty through customer satisfaction of CV. Victory Toys. The sample used in this study is CV. Victory Toys customers with an age range between 18 to 60 years who have purchased CV. Victory Toys products with 105 respondents. For processing and analysing the data, this study used SPSS version 22.0 software and the sampling method used in this research that is non - probability sampling. Based on the research conducted, it shows that Tangibility has a positive effect on Customer Satisfaction with a regression coefficient of 0.207 with the significance of 0.005, Responsiveness has a positive significant effect on Customer Satisfaction with a regression coefficient of 0.317 with the significance of 0.000, Reliability have a positive significant effect on Customer Satisfaction with a regression coefficient of 0.183 with the significance of 0.033, Assurance has a positive effect on Customer Satisfaction with a regression coefficient of 0.193 with the significance of 0.012, Empathy has a positive effect on Customer Satisfaction with a regression coefficient of 0.161 with the significance of 0.029 and Customer Satisfaction has a positive effect on Customer Loyalty with a regression coefficient of 0.655 with the significance of 0.000. This research concludes that Customer Satisfaction is the most important part to make the customers have Customer Loyalty at CV. Victory Toys and Responsiveness has the biggest value of regression which means it is the most important variable to Customer Satisfaction. It is recommended to pay more attention to Responsiveness as it has the biggest effect towards Customer Satisfaction which influences Customer Loyalty through maintaining the quality of the CV. Victory Toys staffs which are understanding, helpful, and can provide customer personal services. Moreover, CV. Victory Toys can hire staff that specialized in customer updates by contacting them through E-Mail and social media and add the number of professional employees that are placed to deal with customers to make the store can approach more customers

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