PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI VARIABEL KEPUASAN PELANGGAN

Januar Habibi Mahsyar

Abstract


Abstract

 

PT Pos Indonesia (Persero) as a State-Owned Enterprise (BUMN) which carries out the mission of postal mail and postal parcel courier services in Indonesia with premium products, Special Express Post is a delivery service with a maximum travel time of 4 days that reaches the recipient quickly, precise, safe and reach all parts of Indonesia. One strategy to foster customer satisfaction that leads to customer loyalty is the formation of a brand image and the best possible service quality in the minds of postal customers.

The research method used in this research is descriptive verification with a quantitative approach, to determine the significant relationship between the variables of brand image, service quality to customer satisfaction and customer loyalty. The population in this study were customers of the Kuningan Post Office, users of special express mail delivery services, amounting to 1,769. Techniques and data sources were obtained from literature studies and questionnaires to 298 respondents who were designated as samples with a significance level of 5%.

The results of the hypothesis test indicate that the variables of brand image and service quality partially have a positive and significant effect on customer satisfaction. Customer satisfaction variables partially have a positive and significant effect on customer loyalty. Brand image variables partially have a positive and significant effect on customer loyalty. Service quality variable partially does not have a significant effect on customer loyalty. Simultaneously, brand image and service quality have a positive effect on customer satisfaction and loyalty.

 

Keywords: Brand Image; Service Quality, Customer Satisfaction, Customer Loyalty.


Full Text:

PDF

References


DAFTAR PUSTAKA

Arshad, T., Zahra, R., dan Draz, U. (2016), “Impact of Customer Satisfaction on Image , Trust , Loyalty and the Customer Switching Behavior in Conventional and Islamic Banking : Evidence from Pakistan” American Journal of Business and Society, Vol. 1, No. 3, hlm 154-165

Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., dan Zaim, S. (2012),

“Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA”. Expert Systems with Applications, Vol.1 No. 39, hlm 99-106.

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

Gaspersz, V. (2011). Total Quality Management untuk Praktisi Bisnis dan. Industri, Bogor,Vinchristo Publication.

Ghozali, I. (2017), Model Persamaan Struktural Konsep dan Aplikasi Dengan Program AMOS 24, Edisi 7, Semarang : Badan Penerbit Universitas Diponegoro.

Griffin, J. (2010), Customer Loyalty, Edisi Revisi, Jakarta : Erlangga Barata.

Huang, K.Y., Kuo, Y.W., dan Xu, S.W. (2009), “Applying importance-performance analysis to evaluate logistic service quality for online shopping among retailing delivery”, International Journal on Electronic Business Management, Vol. 7 No.2 hlm 128 – 136.

Inamullah dan Khan. (2012), Impact of Customers Satisfaction And Customers Retention on Customer Loyalty, International Journal of Scientific & Technology Research, Vol. 1, No.2, hlm 106-110.

Jasfar, F. (2009), Manajemen Jasa Pendekatan Terpadu. Bogor : Ghalia.

Khasanah, Imroatul, O., dan Dina, P. (2010), Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen RS St. Elisabeth Semarang, Universitas Diponegoro, Vol.12, No.2, hlm 1-16.

Kheng, L. L., Mahamad, O., Ramayah, T., dan Mosahab, R. (2010), “The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia”. International Journal of Marketing Studies, Vol.2, No.2, hlm 57-66.

Koo, D, M.(2013). Inter-relationships among Store I mages, Store Satisfaction, and Store Loyalty among Korea Discount Retail Patrons, Asia Pacific Journal of Marketing and Logistics.1Vol.5, No.4, hlm 42–71.

Johanudin, L. Nur, S.R., Noraslinda, M.S., Salleh, M.R., dan Razlan, A.Z. (2015), A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry, International Research Symposium in Service Management, IRSSM-6, hlm 11-15.

Justin, P., Arun, Mittal,G.,dan Srivastav. (2016), Impact of Service Quality on Customer Satisfaction in Private and Public Sector Banks, International Journal of Bank Marketing, Vol. 34, No. 5, hlm 01-30.

Kasali, R. (2013), Manajemen Public Relations Konsep dan Aplikasinya di. Indonesia, Jakarta: Pustaka Utama Grafiti.

Kotler, P., dan Keller, K.L. (2007), Manajemen Pemasaran, Edisi ke 13, Jilid 1 Jakarta: Erlangga.

Kotler, P., dan Keller ,K.L. (2009), Manajemen Pemasaran, Edisi ke 14, Jilid 1, Jakarta: ,Erlangga.

Lehtinen,U., dan Lehtinen,J.R. (1982). Service Quality: A Study of Quality

Dimensions. (Service Management Institude).

Lonardo, Soelasih, Y.(2014), Analisis Pengaruh Kualitas Produk, Harga, dan Lingkungan Fisik Perusahaan Kue Lapis Legit XYZ Terhadap Kepuasan Konsumen Dalam Membangun Word Of Mouth.

Lovelock, C., Jochen W., dan Jacky,M. (2011), Pemasaran Jasa, edisi 7, Jakarta: Erlangga.

Lupiyoadi, dan Hamdani, A. (2015), Manajemen Pemasaran Jasa, Edisi Ke 2 , Jakarta: Erlangga.

Qauman, N.S,. Siti, A., dan Anie, E.K. (2016), Pengaruh citra merek (brand image) terhadap loyalitas konsumen, Jurnal Ilmu-Ilmu Peternakan, Vol. 26, No.3, hlm 20 – 26.

Ramesh, N.(2015), The Effects Of Brand Image On Customer Satisfaction And Loyalty Intention In Retail Super Market Chain Uk, International Journal of Social Sciences and Management, Vol.2, No.1, hlm 2091-2986.

Rishi, K., dan Deepak, J. (2017), The Impact Of Perceived Service Quality Dimensions On Customer Satisfaction: An Empirical Study On Public Sector Banks In India, International Journal of Bank Marketing, Vol. 35 No. 3, hlm 01-36.

Rangkuti, F. (2009), Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication, Jakarta : PT. Gramedia Pustaka.

Saladin, D. (2007), Manajemen Pemasaran, Bandung: Linda Karya.

Sasongko, F., dan Subagio,H. (2013), Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Restoran Ayam Penyet Ria, Universitas Kristen Petra. Jurnal Manajemen Pemasaran Petra Vol. 1, No. 2, hlm 1- 7.

Schiffman, L.G, dan Kanuk, L.L. (2012). Perilaku konsumen. Edisi 9, Jakarta: Indeks.

Shimp, A., Terence. (2014), Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi, Jakarta: Salemba Empat.

Simamora, B. (2008), Panduan Riset Perilaku Konsumen, Cetakan Ketiga, Jakarta: PT.Gramedia Pustaka.

Soeling, dan Pantius D. (2007). Pertumbuhan Bisnis dan Tanggung jawab sosial perusahaan. Jurnal Ilmu Administrasi dan Organisasi, Bisnis & Birokrasi, Vol. 15, No 1.

Sugiyono. (2017), Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabeta.




DOI: https://doi.org/10.25134/ijsm.v3i2.3898

Refbacks

  • There are currently no refbacks.


Indonesian Journal of Strategic Managementis licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats