Pengaruh service quality, customer satisfaction, access convenience, switching costs, brand trust, dan brand affect terhadap brand loyalty pada pelanggan di industri gas station Pertamina dan Shell di Jabodetabek

Yorman, Ivan Setiawan (2017) Pengaruh service quality, customer satisfaction, access convenience, switching costs, brand trust, dan brand affect terhadap brand loyalty pada pelanggan di industri gas station Pertamina dan Shell di Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality, Customer Satisfaction, Access Convenience, Switching Costs, Brand Trust, dan Brand Affect terhadap Brand Loyalty. Berdasarkan fenomena yang melatarbelakangi penelitian ini, peneliti ingin mengetahui dampak – dampak apa saja yang dihasilkan di saat suatu brand yang pada awalnya memonopoli sebuah industri untuk jangka waktu yang lama, dan mereka harus melakukan perubahan disebabkan oleh perubahan pada kebijakan pemerintah, di mana mereka harus menghadapi persaingan secara terbuka di industri ini. Peneliti menggunakan 240 responden yang terdiri dari 120 responden SPBU dengan brand Pertamina dan 120 responden SPBU dengan brand Shell. Di penelitian ini responden yang digunakan merupakan pelanggan dari salah satu SPBU dari 2 pilihan SPBU: Pertamina atau Shell yang berada di area Jabodetabek. Metode yang digunakan di dalam penelitian ini adalah Structural Equation Model – Partial Least Square (SEM-PLS) dengan bantuan aplikasi SmartPLS. Hasil dari penelitian ini menunjukkan beberapa variabel yang signifikan untuk kedua brand SPBU ini, yaitu Brand Trust dan Brand Affect yang memberikan pengaruh positif terhadap Brand Loyalty. Sementara itu beberapa variabel lain memberikan hasil yang berbeda dan akan dijelaskan di penelitian ini. Dengan demikian dapat disimpulkan bahwa kepercayaan menjadi salah satu faktor yang mempengaruhi pelanggan untuk terus loyal pada suatu brand di SPBU / The study aimed to test the impact of Service Quality, Customer Satisfaction, Access Convenience, Switching Costs, Brand Trust, and Brand Affect on Brand Loyalty. Based on the phenomenon that underlying this research, the researcher want to know about the impacts that resulted to a Brand which was at the beginning monopolized the industry for long-term period, and they should be make a transformation caused by the changed of government policy where they have to face the open competition in this industry. The research use 240 respondent that consist 120 respondent of Pertamina brand and 120 respondent of Shell brand. In this study the respondent that used are customers of one of the gas station from Pertamina or Shell that located in Jabodetabek Area. The method used in this research is Structural Equation Model – Partial Least Square (SEM-PLS) with the SmartPLS application. The results of this study indicate some significant variable for both gas stations brand. The variables are Brand Trust and Brand Affect which give a positive effect on Brand Loyalty. Meanwhile, several other variables got different results and will be explain in this study. In the end, it can concluded that trust can give big influence to customers to be loyal in the gas station brand

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