PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN DAMPAKNYA TERHADAP RETENSI PELANGGAN: Survei pada Pelanggan Toyota yang Mengikuti Program Toyota-Care di Cabang Merdeka Motor

    Sumardi, - and Heny Hendrayati, - and Puspo Dewi Dirgantari, - (2025) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN DAMPAKNYA TERHADAP RETENSI PELANGGAN: Survei pada Pelanggan Toyota yang Mengikuti Program Toyota-Care di Cabang Merdeka Motor. S2 thesis, Universitas Pendidikan Indonesia.

    Abstract

    ABSTRAK Sumardi (2105570) “Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Dampaknya Terhadap Retensi Pelanggan. (Survei pada pelanggan toyota yang mengikuti program Toyota-Care di Cabang Merdeka Motor)” di bawah bimbingan Dr. Heny Hendrayati, S.IP., M.M. dan Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM. Tujuan penelitian untuk memperoleh pemahaman komprehensif tentang pengaruh kualitas pelayanan terhadap kepuasan dan dampaknya terhadap retensi pelanggan. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan yang mengikuti program Toyota-Care di Cabang Merdeka Motor. Teknik purposive sampling sebanyak 209 responden. Teknis analisis data yang diterapkan adalah Structural Equation Modeling (SEM). Hasil yang diperoleh dari penelitian ini menunjukkan bahwa kualitas pelayanan berada pada kategori sangat tinggi, sementara kepuasan dan retensi pelanggan berada pada kategori tinggi. Kepuasan pelanggan sebagai variabel mediasi berpengaruh signifikan terhadap kualitas pelayanan dan retensi pelanggan. Implikasi penelitian teoritis kualitas pelayanan yang sangat tinggi mempengaruhi kepuasan dan retensi pelanggan, implikasi praktis penelitian ini dapat mempengaruhi pertumbuhan pendapatan dan keberlangsungan perusahaan dimasa yang akan datang. Rekomendasi penelitian mendatang dapat dilakukan secara menyeluruh pada dealer Merdeka Motor. Kata Kunci: Kualitas Pelayanan, Kepuasan Pelanggan, Retensi Pelanggan, dan Toyota-Care. ABSTRACT Sumardi (2105570) “The influence of service quality on satisfaction and its impact on customer retention. (Survey on Toyota customers who participated in the Toyota-Care program at the Merdeka Motor Branch.” under the guidance of Dr. Heny Hendrayati, S.IP., M.M. and Dr. Puspo Dewi Dirgantari, S.Pd., MT., MM. The purpose of this study is to obtain a comprehensive understanding of the influence of service quality on satisfaction and its impact on customer retention. This study uses a quantitative approach. The population in this study were customers who participated in the Toyota-Care program at the Merdeka Motor Branch. Purposive sampling technique, as many as 209 respondents. The data analysis technique applied is Structural Equation Modeling (SEM). The results obtained from this study indicate that service quality is in the very high category, while customer satisfaction and retention are in the high category. Customer satisfaction as a mediating variable has a significant effect on service quality and customer retention. Theoretical research implications of very high service quality affect customer satisfaction and retention, practical implications of this research can affect revenue growth and company sustainability in the future. Future research recommendations can be conducted comprehensively at Merdeka Motor dealers. Keywords: Service Quality, Customer Satisfaction, Customer Retention, and Toyota-Care.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S2)
    Additional Information: https://scholar.google.com/citations?hl=en&user=zNXwaz4AAAAJ ID SINTA Dosen Pembimbing: Heny Hendrayati: 5994544 Puspo Dewi Dirgantari: 5980376
    Uncontrolled Keywords: Kualitas Pelayanan, Kepuasan Pelanggan, Retensi Pelanggan, dan Toyota-Care. Service Quality, Customer Satisfaction, Customer Retention, and Toyota-Care.
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
    Depositing User: SUMARDI
    Date Deposited: 23 Sep 2025 02:10
    Last Modified: 23 Sep 2025 02:10
    URI: http://repository.upi.edu/id/eprint/140071

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