PENGARUH PELAYANAN DEALER SUZUKI TERHADAP LOYALITAS PELANGGAN :Survei pada Pelanggan PT. Nusantara Jaya Sentosa, Bandung
Tini Martini, Pengaruh Pelayanan Dealer Suzuki terhadap Loyalitas Pelanggan (Survei pada Pelanggan PT. Nusantara Jaya Sentosa, Bandung), dibawah bimbingan Dr. Vanessa Gaffar, SE,Ak,MBA dan Chairul Furqan, S.Sos,MM. Perkembangan industri otomotif di Indonesia menyebabkan meningkatnya persaingan antar...
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2007-03-15.
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| Summary: | Tini Martini, Pengaruh Pelayanan Dealer Suzuki terhadap Loyalitas Pelanggan (Survei pada Pelanggan PT. Nusantara Jaya Sentosa, Bandung), dibawah bimbingan Dr. Vanessa Gaffar, SE,Ak,MBA dan Chairul Furqan, S.Sos,MM. Perkembangan industri otomotif di Indonesia menyebabkan meningkatnya persaingan antara produsen mobil dimana pelaku bisnis industri otomotif di Indonesia didominasi oleh investor asing. Akibatnya banyak bermunculan merek-merek mobil dari luar negeri sehingga persaingan antar dealer pun meningkat. Salah satu merek yang beredar di pasaran adalah Suzuki. Berdasarkan hasil penelitian JD Power, pada tahun 2005 dealer Suzuki memiliki indeks kepuasan pelanggan paling rendah. Pada tahun-tahun sebelumnya pun dealer Suzuki selalu berada di bawah rata-rata. Hal ini dapat berdampak pada rendahnya tingkat loyalitas pelanggan. Rendahnya tingkat loyalitas pelanggan yang terjadi diduga disebabkan oleh pelayanan yang diberikan dealer Suzuki kurang memuaskan. Berkaitan dengan masalah di atas, maka penulis mengadakan penelitian tentang pengaruh antara pelayanan dengan loyalitas pelanggan. Adapun tujuan diadakannya penelitian tersebut adalah untuk mengetahui gambaran pelayanan dan gambaran loyalitas pelanggan dealer Suzuki. Serta besarnya pengaruh pelayanan terhadap pembentukan loyalitas pelanggan dealerSuzuki. Objek dari penelitian ini adalah pelanggan PT. NJS, Bandung yang merupakan salah satu dealerutama Suzuki untukwilayah Bandung dan Priangan Timur. Jenis penelitian yang digunakan adalah deskriptif verifikatif dengan metode survey explanatory. Variabel yang diteliti antara lain variabel bebas (X) yaitu pelayanan yang terdiri dari tujuh dimensi yaitu service quality, problem experienced, user-friendly service, service advisor, service initiation, service delivery dan in-service experience. Dan sebagai variabel terikat yaitu loyalitas pelanggan (Y). Sedangkan teknik sampling yang digunakan adalah simple random sampling dengan jumlah sampel 120 orang responden. Teknik analisa yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan pelayanan mempengaruhi terbentuknya loyalitas sebesar 47,50% dimana pelayanan PT. NJS dinilai baik oleh pelanggan serta loyalitas pelanggan berada dalam kategori tinggi. Adapun saran yang penulis berikan diantaranya lebih memperhatikan ketepatan waktu, membentuk service advisor serta memberikan reward bagi pelanggan yang berhasil mengajak orang lain untuk melakukan servis di dealer Suzuki. Tini Martini, The Influence of Suzuki Dealer Service towards The Customer Loyality (A Survey to the Customer of PT. Nusantara Jaya Sentosa, Bandung). Supervised by Dr. Vanessa Gaffar, SE,Ak,MBA and Chairul Furqan, S.Sos, MM. The development of automotive industry in Indonesia has increased the competitiveness amongst car producers, where automotive business industry in Indonesia is dominated by foreign investor. As a consequence, now there are many more foreign brands which affect the level of competitiveness between car dealers. One of the brands in the market at present is Suzuki. According to the research done by JD Power in 2005, Suzuki dealer had the lowest customer satisfaction index. This happened due to the unsatisfactory service provided by Suzuki dealer. The above-mentioned condition has encouraged the writer to do research in understanding the influence of service towards customer loyalty. The purpose of this research is to know how the service provided and the description of Suzuki dealer's customer loyalty. The object research of this research is the customers of PT. Nusantara Jaya Sentosa (NJS), Bandung, which is one of the main Suzuki's dealers for Bandung area, and East Phangan. The type research used is descriptiveverificative with survey explanatory method. Researched variables are an independent variable (X), which is service, consisting of seven dimension (service quality, problem experience, user-friendly service, service advisor, service initiation, service delivery, and in service experience). And for the dependent variable is customer loyalty (Y). Sampling technique used is simple random sampling with the total number of samples is 120 respondents, while analysis technique used is path analysis. The result of this research shows that the service provided has an effect to the customer loyalty up to 46,99%, meaning that PT. NJS's service has been justified by it's customer as a good one and the customer loyalty level is in the high category. One of the writer's recommendations is that PT NJS should put more attention and action to the punctuality and the need to form service advisor, and to provide reward to current customers who are able to recommend others to take service on their cars at Suzuki dealer. |
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| Item Description: | http://repository.upi.edu/81235/1/S_SPEM_023676_Title.pdf http://repository.upi.edu/81235/2/S_SPEM_023676_Chapter1.pdf http://repository.upi.edu/81235/3/S_SPEM_023676_Chapter2.pdf http://repository.upi.edu/81235/4/S_SPEM_023676_Chapter3.pdf http://repository.upi.edu/81235/5/S_SPEM_023676_Chapter4.pdf http://repository.upi.edu/81235/6/S_SPEM_023676_Chapter5.pdf http://repository.upi.edu/81235/7/S_SPEM_023676_Appendix.pdf |