Analisis Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Citra Merek Terhadap Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan Waroeng Spesial Sambal

Parman Parman, Susanto Susanto

Abstract


Companies in the future will increasingly depend on the brand, which means it is not enough to just-oriented services and products. To continue to improve its business and face competition Waroeng "SS" needs to improve as well as maintaining its customers with customer satisfaction, so that will have an impact on loyalty. This research aims to analyze the influence of the quality of service to satisfied customers, analyzing the influence of the quality of products against customer satisfaction, analyze the effect of brand image towards customer satisfaction, and analyze the influence of customer satisfaction on customer loyalty towards Waroeng "SS".

The sampling techniques used in this research through purposive sampling and questionnaire created by using Likert scale. The analysis used i.e. structural equation modelling (SEM). The population in this research is the customers Waroeng "SS", with as many as 200 respondents number of respondents.

Based on the results of the first hypothesis, hypothesis test indicates that the quality of service has no effect significant positive towards customer satisfaction. The second hypothesis test results indicate that the quality of the product has no effect significant positive towards customer satisfaction. The third hypothesis test results show that the positive effect of significant brand image towards customer satisfaction. The fourth hypothesis test results show that the positive effect of customer satisfaction significantly to customer loyalty.


Keywords


Quality Of Service; Product Quality; Brand Image; Customer Loyalty

Full Text:

PDF

References


Aaker David A., Kevin L. Keller, (1990), “Consumer Evaluations og Brand Extention,”Journal of Marketing, 54 (Januari),27-41.

Amstrong, Gary, and Kotler, P., (2001), Prinsip-Prinsip Pemasaran. Jakarta, Erlangga.

Aryani, D., & Rosinta, F. (2011). “Pengaruh kualitas layanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan”. Bisnis & Birokrasi Journal, 17(2).

Ardianto, Eka (1999), “Mengelola Aktiva Merek : Sebuah Pendekatan Strategis”;Forum Manajemen Prasetiya Mulya, No. 67, p.34-39.

Atmaja, H.S. (2003). Pengaruh Kualitas Jasa Terhadap Kepuasan Pelanggan dalam Membangun Loyalitas Pelanggan (Studi Kasus Pelanggan Multimedia Akses PT Telkom). Tesis Fakultas Ekonomi Universitas Indonesia.

Atmawati, R, & Wahyuddin, M. (2004). “Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Matahari Departement Store di Solo Grand Mall.

Bayhaqi, Yuzza, (2006). “Analisis Pengaruh Kualitas Layanan, dan Keunggulan Produk Terhadap Kepuasan Pelanggan dan Dampaknya Pada Minat Membeli Ulang”. Journal Manajemen Pemasaran.

Band, William A. (1991), Creating value for customer: Designing and Implementation a Total Corporate Strategy, John Walley and Sons Inc, Canada.

Beerli, A., Martin, J.D., & Quintana, A. 2004. A Model of Customer Loyalty in The Retail Banking Market. European Journal of Marketing, 38.

Cooper R. G and E. J kleinschmidt (1987), “What Makes a New Product a Winner: Success Factors at The Project Level”, R & D Management, 175-189.

Dharmmesta, Basu Swasta (1998), “Theory of Planned Behavior dalam Penelitian Sikap, Niat dan Perilaku Konsumen,” KELOLA Gadjah Mada University Business Review, Th VII, No 18, h. 85.

Diab, Balqis, (2009), “Analisis Pengaruh Nilai Pelanggan dan Citra Merek terhadap Kepuasan Pelanggan dalam Meningkatkan Retensi Pelanggan”. Journal Manajemen Pemasaran.

Ferdinand, Augusty, (2002), Structural Equation Modelling dalam Penelitian Manajemen, Semarang: BP UNDIP.

Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56.

Ghozali, Imam, (2014), Model Persamaan Struktural Konsep dan aplikasi dengan Program AMOS 22.0. Badan Penerbit Universitas Diponegoro, Semarang.

Graeff, T. R. (1996), “Using Promotional Messages to Manage the Effects of Brand and Self-Image on Brand Evaluations.” Journal of Consumer Marketing, 13(3).

Griffin, Jill, (1995), Customer Loyalty: How to earn it, How to keep it, USA: A Division Of Simon and Schukers Inc.

Haryono, Siswoyo dan Parwoto Wardoyo. (2013). Sructural Equetion Modeling Untuk Penelitian Manajemen Menggunakan AMOS 18. PT Intermedia Personalia Utama, Bekasi, Jawa Barat.

Hoeffler, Steve., Keller, Kevin Lane, (2003), The Marketing Advantages of Strong Brands”, Brand Management, Vol. 10, No.6.

Keller, Kevin Lane, (1998), Strategic Brand Management : Building, Measuring, and Managing Brand Equity, Prentice Hall, New Jersey.

Kotler, Philip, & Keller, Kevin Lane, (2009), Manajemen Pemasaran. Jakarta : Erlangga.

Lovelock, Christoper, (1988), Managing Service: Marketing, Operations and Human Resources, London: Prentice Hall Int Inc.

Mital, Vikas, William T. Ross and Patrick M Baldasare, 1998, “The Asymetric Impact of Negative and Positive Attribute Level Performance on Overall Satisfaction and Repurchase Intentions,” Journal of Marketing, vol.62,pp.33-47.

Mowen, John C, (1995), Consumer behavior, Prentice Hall, Inc, Englewood Cliffs, New Jersey, International Edition.

Murphy, Kevin J., (1985), “Corporate Performance and Managerial Remuneration: An Empirical Analysis.” J. Accounting and Econ.11-42.

Oliver, R.L. (1997), Satisfaction A Behavioral Perspec- tive on The Consumer. United States of America: The Mc Graw-Hill Companies, Inc.

Olson, Peter, (1993), Consumer Behavior and Marketing Strategy, Richard D. Irwan Inc, Boston, Third Edition.

Ouwersloot, Hans and Tudorica Anamaria, (2001), “Brand Personality Creation through Advertising” dalam Maxx Working Paper 2001-01, February 2nd 2001.

Parasuraman, A, V.A. Zeithaml and L.L Berry, (1988), “ A Multiple-Item Scale for Measuring Consumer Consumer Perceptions of Service Quality”, Journal of Retailing, vol.64,p.12-40.

Parasuraman, A, 1997, “Reflections on Gaining Competitive Advantage Through Customer Value,” Journal of The Academy of Marketing Science, vol.25, No.2, p.154-161.

Porter, Michael E. (1994), Keunggulan Bersaing. Jakarta : Binarupa Aksara.

Pujadi, B. (2010), “Studi Tentang Pengaruh Citra Merek Terhadap Minat Beli Melalui Sikap Terhadap Merek (Kasus pada Merek Pasta Gigi Ciptadent di Semarang)” (Doctoral dissertation, UNIVERSITAS DIPONEGORO).

Schiffman, Leon. G and Kanuk, Leslie Lazar (2004), Consumer Behavior 8th Edition. Pearson Prentice Hall. Hal 14.

Schnaars, Steven P. (1991). Marketing Strategy : A Customer Driven Approach.2nd ed. New York : The Free Press.

Sekaran, Uma. 2006. Research Methods For Business: Metodologi Penelitian Untuk Bisnis. Salemba Empat, Jakarta.

Selnes, Fred, (1993), “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing 27 (9), 19-35.

Sugiyono. (1999). Statistik untuk Penelitian. Penerbit CV Alfabeta, Bandung.

Tax, R, Stephen Brown and Chandrasekaran (1998), “Customer Evaluations of Service Complaint Experiences: Implications for Relationship Maarketing,” Journal of Marketing Vol. 61.

Tjiptono, Fandy. (1996), Manajemen Jasa. Yogjakarta: Penerbit Andi.

Tjiptono, Fandy, (1997), Strategy Pemasaran, penerbit: Andi offset, Edisi Kedua, Cetakan Pertama, Yogyakarta.

Tjiptono, Fandy, (2008), Service Management, Mewujudkan Layanan Prima, Andy: Yogyakarta.

Tjiptono, Fandy (2014), Pemasaran Jasa, Andy : Yogyakarta.

Zeithaml, Valarie A. and Bitner, Mary Jo, (2003) Service Marketing. McGraw Hill Inc, Int’l Edition, New York, p.85.


Refbacks

  • There are currently no refbacks.


__________________________________________________

Program Magister Manajemen, Gd. Pascasarjana Lt. 2
Universitas Muhammadiyah Yogyakarta (UMY)
Jalan Lingkar Barat, Tamantirto, Kasihan, Bantul Yogyakarta 55183.

Telepon 0274 387656 Ext. 133
Mobile 0811 267 764
Email: jbtimm1@gmail.com

ISSN Cetak: 2085-7721

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.