PENGARUH PELAYANAN DEALER SUZUKI TERHADAP LOYALITAS PELANGGAN :Survei pada Pelanggan PT. Nusantara Jaya Sentosa, Bandung

Tini Martini, - (2007) PENGARUH PELAYANAN DEALER SUZUKI TERHADAP LOYALITAS PELANGGAN :Survei pada Pelanggan PT. Nusantara Jaya Sentosa, Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

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 Type:	Thesis (S1)
Uncontrolled Keywords:	Pelayanan, loyalitas pelanggan
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Ekonomi
Depositing User:	Salman Mochamad Zahraan
Date Deposited:	16 Sep 2022 05:37
Last Modified:	16 Sep 2022 05:37
URI:	http://repository.upi.edu/id/eprint/81235

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