Pengaruh brand credibility terhadap word of mouth melalui customer satisfaction dan customer loyalty pada toyota kijang innova di Surabaya

Pamungkas, Suharjito Wiji (2018) Pengaruh brand credibility terhadap word of mouth melalui customer satisfaction dan customer loyalty pada toyota kijang innova di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Toyota di Indonesia diwakili oleh dua anak perusahaan yaitu PT Toyota Motor Manufacturing Indonesia (TMMIN) dan PT Toyota Astra Motor (TAM). Sebagai anak perusahaan dari Toyota Motor Corporation yang berpusat di Jepang, TMMIN berperan sebagai produsen dan pengekspor produk dan suku cadang Toyota, sedangkan TAM berperan sebagai agen pemegang merek, importir dan distributor produk Toyota PT Toyota Motor Manufacturing Indonesia (TMMIN). Penelitian ini ditujukan untuk menganalisa pengaruh variabel Brand Credibility terhadap Customer Satisfaction dan Customer Loyalty dimana akhirnya berpengaruh pada Word of Mouth. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 100 responden berusia produktif antara 18 60 tahun, bertempat tinggal di Surabaya, membeli dan menggunakan mobil Toyota Innova lebih dari 2 tahun, merupakan pengambil keputusan dalam proses pembelian mobil Toyota Innova, minimal pernah menyarankan mobil Toyota Innova kepada orang lain 1 kali selama menggunakan kendaraan. 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 software untuk mengolah data. Temuan dari penelitian ini mengindikasikan bahwa Brand Credibility memiliki pengaruh terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.370. Brand Credibility memiliki pengaruh terhadap Customer Loyalty dengan koefisien regresi sebesar 0.339. Customer Satisfaction memiliki pengaruh terhadap Word of Mouth dengan koefisien regresi sebesar 0.282. Customer Loyalty memiliki pengaruh terhadap Word of Mouth dengan koefisien regresi sebesar 0.559 / Toyota in Indonesia is represented by two subsidiaries namely PT Toyota Motor Manufacturing Indonesia (TMMIN) and PT Toyota Astra Motor (TAM). As a subsidiary of Toyota Motor Corporation based in Japan, TMMIN acts as a manufacturer and exporter of Toyota products and parts, while TAM acts as brand holder agent, importer and distributor of Toyota Toyota Motor Manufacturing Indonesia (TMMIN) products. This research is aimed to analyze the influence of Brand Credibility variable on Customer Satisfaction and Customer Loyalty which ultimately affect Word of Mouth. The sample used in this study is based on data from 100 respondents aged productive between 18 60 years, residing in Surabaya, buying and using Toyota Innova car more than 2 years, is a decision maker in the process of purchasing a Toyota Innova car, at least never suggested a car Toyota Innova to other people 1 times during the use of the vehicle. For processing and analyzing data in this research that is by using SPSS as software to process data. The result of analysis shows that Statistical product and service solutions (SPSS) with software 22.0 as software to process data. These study findings indicate that Brand Credibility has an influence on Customer Satisfaction with regression coefficient of 0.370. Brand Credibility has an influence on Customer Loyalty with regression coefficient of 0.339. Customer Satisfaction has an influence on Word of Mouth with a regression coefficient of 0.282. Customer Loyalty has an influence on Word of Mouth with a regression coefficient of 0.559

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