Pengaruh service quality, product attribute, brand image terhadap customer loyalty melalui customer satisfaction (studi kasus pada taksi blue bird di Surabaya)

Putra, Kevin Savaro Rafael Mahardika (2016) Pengaruh service quality, product attribute, brand image terhadap customer loyalty melalui customer satisfaction (studi kasus pada taksi blue bird di Surabaya). Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Seiring dengan berjalannya waktu maka jumlah populasi akan semakin bertambah tiap tahunnya. Dengan bertambahnya populasi maka akan bertambah juga kepemilikan akan kendaraan bermotor. Sehingga volume kendaraan bermotor juga akan meningkat drastis. Bertambahnya kendaraan bermotor akan memberikan dampak pada kemacatan. Hal tersebut memicu masyarakat untuk lebih condong menggunakan kendaraan umum, dikarenakan jika menggunakan kendaraan umum maka akan terhindar dari kemacatan dan kecelakaan lalu lintas. Taksi termasuk kendaraan umum yang paling sering digunakan, karena memiliki fasilitas dan pelayanan yang baik. Semakin banyak masyarakat yang menggunakan taksi maka aka semakin banyak juga merek taksi yang bermunculan. Blue Bird merupakan perusahaan taksi terbesar nomor satu di Indonesia, dan juga Blue Bird merupakan merek taksi yang paling sering digunakan oleh kalangan masyarakat. Variabel yang digunakan dalam penelitian ini ada lima variabel yaitu service quality, product attribute, brand image, customer satisfaction dan customer loyalty, variabel tersebut adalah variabel yang ada didalam objek ini taksi Blue Bird. Jenis penelitian ini adalah penelitian kausal, karena penelitian ini digunakan untuk menjelaskan hubungan sebab akibat antara variabel – variabel dalam model penelitian, yaitu service quality terhadap customer satisfaction, product attribute terhadap customer satisfaction, brand image terhadap customer satisfaction,dan customer satisfaction terhadap customer loyalty. Penelitian ini juga digunakan untuk mengembangkan model penelitian yang telah ditentukan berdasarkan telaah pustaka untuk menjawab permasalahan yang telah diidentifikasi pada bab sebelumnya. Metode Penelitian yang digunakan pada penelitian ini adalah metode kuantitatif dan dalam penelitian digunakan program untuk perhitungan SPSS 16.0 dan AMOS 20.0. Dalam penelitian ini diteliti pengaruh service quality, product attribute, brand image, pada customer loyalty melalui customer satisfaction dan dari penelitian yang sudah dilakukan terdapat dua variabel yang sangat mempengaruhi customer loyalty yaitu service quality dengan koefisien regresi sebesar 0.839 dan customer satisfaction vii dengan koefisien regresi sebesar 0.811, sehingga pihak taksi Blue Bird perlu guna meningkatkan variabel tersebut untuk meningkatkan customer loyalty / Over time, the total population will be growing every year. With increasing population will also increase the ownership of a motor vehicle. So that the volume of motor vehicles will also increase dramatically. Increased motor vehicles will have an impact on the stagnation. It encourages the public to be more inclined to use public transport, because if you use public transport then it will avoid stagnation and traffic accidents. Taxis including public transport most frequently used, because it has good facilities and services. The more people who use taxis then aka increasingly also emerging cab brands. Blue Bird is the largest taxi company number one in Indonesia, and is also a Blue Bird taxi brands most frequently used by the community. Variables used in this study there are five variables: service quality, product attributes, brand image, customer satisfaction and customer loyalty, these variables are variables that exist within this object Blue Bird taxi. This research is a causal research, because this research is used to explain the causal relationship between the variables - variables in the research model, the service quality to customer satisfaction, product attributes on customer satisfaction, brand image on customer satisfaction and customer satisfaction to customer loyalty. This study also used to develop a research model that has been determined based on literature review to address problems that have been identified in the previous chapter. Research methods used in this research is quantitative and the research method used for the calculation program SPSS 16.0 and AMOS 20.0. In this study investigated the influence of service quality, product attributes, brand image, on customer loyalty through customer satisfaction and of the studies that have been done there are two variables that influence customer loyalty that service quality with a regression coefficient of 0839 and customer satisfaction with a regression coefficient of 0.811 , so that the Blue Bird taxis need to increase these variables to improve customer loyalty

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