PENGARUH HARGA, KUALITAS PELAYANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DAIHATSU ASTRA NAROGONG DI BEKASI BARAT

Anggara Saputra, Ryan (2019) PENGARUH HARGA, KUALITAS PELAYANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DAIHATSU ASTRA NAROGONG DI BEKASI BARAT. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Bengkel Daihatsu cabang Narogong, Bekasi Barat. Strategi penelitian ini adalah strategi penelitian asosiatif. Metoda dalam penelitian ini adalah metoda survey. Populasi sasaran dalam penelitian ini adalah pelanggan yang melakukan pembelian dan Servive mobil di Bengkel Daihatsu cabang Narogong di Wilayah Bekasi Barat. Jumlah Sampel dalam penelitian ini adalah sebanyak 97 pelanggan.. Metoda analisis data yang digunakan Koefisien Determinasi dan uji hipotesis. Berdasarkan hasil perhitungan sebagai berikut : 1) Pengaruh harga (X1) secara parsial terhadap loyalitas pelanggan (Y) sebesar 7,84%. 2) pengaruh kualitas pelayanan (X2) terhadap loyalitas pelanggannsebesar 27,89%. 3) Pengaruh kepuasan pelanggan (X3) terhadap Loyalitas pelanggan (Y) sebesar 6,30 %. Dan hasil koefisien determinasi berganda sebesar 0,402, yang artinya secara simultan pengaruh harga, kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada Bengkel Daihatsu cabang Naroggong sebesar 40,2.%. Sedangkan sisanya 59,8 % dipengaruhi faktor lain.. Hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial harga diperoleh P-value 0,005 <0,05, dan kualitas pelayanan diperoleh P-value sebesar 0,000 < 0,005, artinya harga dan kualitas pelayanan berpengaruh signifikan terhadap Loyalitas pelanggan. Kepuasan pelanggan P�hasil value 0,588>0,05, artinya kepuasan pengaruhnya positif namun tidak signifikan. Hasil Uji hipotesis secara simultan diperoleh P-value sebesar 0,000 < 0,05, artinya secara simultan harga, kualitas pelayanan, dan kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan. Kata kunci : Harga, Kualitas Pelayanan, Kepuasan pelanggan dan Loyalitas Pelanggan ABSTRACT This study aims to find out how and how much influence the price, service quality and customer satisfaction on customer loyalty at Daihatsu Dealers and Workshops in Narogong, West Bekasi. This research strategy is an associative research strategy. The method in this study is the survey method. The target population in this study were customers who made purchases and serviced cars in the Daihatsu Narogong Workshop in the West Bekasi Region. The number of samples in this study was 97 customers. The data analysis method used was the Determination Coefficient and hypothesis testing. Based on the results of the calculation as follows: 1) Effect of price (X1) partially on customer loyalty (Y) of 7.84%. 2) the effect of service quality on customer loyalty is 27.89%. 3) Effect of customer satisfaction (X3) on customer loyalty (Y) of 6.30%. And the results of the multiple determination coefficient of 0.402, which means that the effect of Price, Service Quality and customer satisfaction simultaneously affect customer loyalty in the Naroggong branch Daihatsu Workshop at 40.2%. While the rest is influenced by other factors, 59.8%. As a result of testing the hypothesis with a significant level of 5% it was concluded that partially the price obtained by P-value was 0.005 <0.05, and the quality of service obtained by P-value was 0.000 <0.005, meaning that the price and quality of service had an effect on customer loyalty. Customer satisfaction P�value is 0.588> 0.05, meaning that the satisfaction of the effect is not significantly significant. Simultaneous hypothesis testing results obtained by P�value of 0.000 <0.05, meaning that simultaneously concludes, price, service quality, and customer satisfaction affect customer loyalty. Keywords: Price, Service Quality, Customer Satisfaction and Customer Loyalty

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Thesis (Skripsi)

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