The influence of customer trust and reputation on customer loyalty at PT Pratama Diesel Niaga Sentosa, Medan

Vincent, Vincent (2024) The influence of customer trust and reputation on customer loyalty at PT Pratama Diesel Niaga Sentosa, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Pratama Diesel Niaga Sentosa, Medan experienced a decline in customer loyalty which resulted in decreased sales and number of businesses caused by trust and reputation factors. The objective of this study is to investigate whether customer trust and reputation influence customer loyalty at PT Pratama Diesel Niaga Sentosa, Medan. Customer trust and reputation play an important role in increasing customer loyalty. An increase in customer loyalty can encourage increased sales. In this research, the writer used quantitative, descriptive, causal research design and IBM SPSS statistics version 26. The sampling technique used was convenient sampling. The sample size was 98 customers at PT Pratama Diesel Niaga Sentosa, Medan. This research passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, and the equation is Y = 12.510+ 0.103 X1+ 0.401 X2+ e. The results of the hypothesis test showed that customer trust and reputation influence customer loyalty at PT Pratama Diesel Niaga Sentosa, Medan either partially or simultaneously and the value of determination is 43.4% Recommendations for PT Pratama Diesel Niaga Sentosa, Medan can increase credibility by providing training to employees who have low performance in serving customers and providing punishment to employees if employees provide incorrect information by customer complaint. Company management can enhance a positive reputation by recruiting experienced employees who deal directly with customers. / PT Pratama Diesel Niaga Sentosa, Medan mengalami penurunan loyalitas pelanggan yang mengakibatkan penurunan penjualan dan jumlah pelanggan yang disebabkan oleh faktor kepercayaan dan reputasi. Tujuan dari penelitian ini adalah untuk mengetahui apakah kepercayaan dan reputasi pelanggan berpengaruh terhadap loyalitas pelanggan di PT Pratama Diesel Niaga Sentosa, Medan. Kepercayaan dan reputasi pelanggan memainkan peran penting dalam meningkatkan loyalitas pelanggan. dengan adanya peningkatan loyalitas pelanggan dapat mendorong peningkatan penjualan. Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif, deskriptif, kausal dan IBM SPSS statistics versi 26. Teknik sampling yang digunakan adalah convenient sampling. Jumlah sampel sebanyak 98 pelanggan di PT Pratama Diesel Niaga Sentosa, Medan. Penelitian ini lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y = 12,510+ 0,103 X1+ 0,401 X2 + e. Hasil uji hipotesis menunjukkan bahwa kepercayaan dan reputasi pelanggan berpengaruh terhadap loyalitas pelanggan di PT Pratama Diesel Niaga Sentosa, Meda baik secara parsial maupun simultan dan nilai determinasinya adalah 43,4%. Rekomendasi PT Pratama Diesel Niaga Sentosa, Medan dapat meningkatkan kredibilitas dengan memberikan pelatihan kepada karyawan yang memiliki kinerja rendah dalam melayani pelanggan dan memberikan hukuman kepada karyawan jika karyawan memberikan informasi yang tidak benar sesuai dengan keluhan pelanggan. Manajemen perusahaan dapat meningkatkan reputasi positif dengan merekrut karyawan berpengalaman yang berhubungan langsung dengan pelanggan.

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