Pengaruh product quality dan service quality dalam car refinish colour matching terhadap customer loyalty melalui customer satisfaction pada toko cat mobil agung makmur di Surabaya

Tanudirdjo, Fuad (2013) Pengaruh product quality dan service quality dalam car refinish colour matching terhadap customer loyalty melalui customer satisfaction pada toko cat mobil agung makmur di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Colour matching adalah suatu proses dimana dua warna atau lebih dicampur bersama untuk membuat warna yang diinginkan. Proses ini diperlukan oleh karena telah lebih dari 100 warna digunakan pada model-model kendaraan (mobil) sekarang. Apabila jumlah ini digabung dengan model-model warna yang lama, maka telah lebih dari 500 warna yang berbeda tersedia. Jumlah total warna kendaraan dipasar bahkan menjadi lebih banyak lagi apabila warna-warna yang digunakan oleh merek dan jenis kendaraan dari berbagai produk dijumlahkan. Pengumpulan data dengan menggunakan kuesioner kepada 155 responden yang sudah pernah melakukan pemebelian lebih dari dua kali. Data dioleh dengan menggunakan teknik analisis data Structural Equation Modelling (SEM) untuk menemukan hubungan antara variabel-variabel penelitian ini yaitu Product Quality, Service Quality, Customer Satisfaction, dan Customer Loyalty. Hasil pengolahan data tersebut kemudian dianalisa dan disimpulkan. Kesimpulan penelitian ini membuktikan bahwa variabel Product Quality dan Service Quality memiliki pengaruh langsung, pengaruh tidak langsung, serta pengaruh total terbesar pada Customer Satisfaction / Colour matching is a process in which two or more colors blended together to create the desired color. This process is necessary because it has more than 100 colors are used on vehicle models (cars) now. If the amount is combined with models of the old color, it has more than 500 different colors are available. Total number of vehicles on the market colors become even more when the colors used by brands and types of vehicles from a variety of products summed. Data collection using questionnaires to 155 respondents who had done purchased more than twice. Data obtained using data analysis techniques Structural Equation Modeling (SEM) to find the relationship between the variables of this study is Product Quality, Service Quality, Customer Satisfaction, and Customer Loyalty. Data processing results are then analyzed and summarized. Conclusion this study proves that the variable Product Quality and Service Quality has a direct effect, indirect effect, and the largest total effect on Customer Satisfaction

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