Irma Rosita, - (2012) PENGARUH DIFERENSIASI TERHADAP LOYALITAS PELANGGAN XTRANS : SURVEI PADA PELANGGAN PEMILIK KARTU KEANGGOTAAN PELANGGAN SETIA XTRANS DI CABANG LAST MINUTE POINT BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Tol Cipularang yang dibuka tahun 2005 memberikan peluang usaha bagi bisnis travel shuttle service. Besarnya peluang usaha bisnis travel ini membuat persaingan bisnis travel shuttle service sangat tinggi. Konsumen dihadapkan pada berbagai pilihan jasa travel dengan konsep layanan dan harga yang relatif sama, hal ini dapat memungkinkan konsumen untuk beralih dari satu jasa travel ke jasa travel lain. Permasalahan yang dihadapi oleh Xtrans adalah rendahnya loyalitas pelanggan di cabang Last Minute Point Bandung. Hal ini mendorong Xtrans untuk memiliki keunikan dan keunggulan kompetitif agar dapat bertahan di tengah persaingan dan untuk meningkatkan loyalitas pelanggan melalui diferensiasi. Tujuan penelitian ini adalah untuk mengetahui gambaran diferensiasi pada Xtrans di cabang Last Minute Point Bandung, mengetahui gambaran mengenai loyalitas pelanggan Xtrans di cabang Last Minute Point Bandung, dan mengetahui pengaruh diferensiasi terhadap loyalitas pelanggan Xtrans di cabang Last Minute Point Bandung.Variabel bebas (X) dalam penelitian ini adalah diferensiasi dengan sub variabel diferensiasi produk (X1) dan diferensiasi pelayanan (X2) dengan variabel terikat (Y) adalah loyalitas pelanggan. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif, dan metodenya survey explanatory. dengan teknik simple random sampling serta jumlah sampel sebanyak 100 responden. Teknik analisis data yang digunakan adalah analisis regresi ganda dengan alat bantu software SPSS 15.0 for windows.Hasil pengolahan data dan pengujian hipotesis menunjukkan bahwa diferensiasi berpengaruh secara signifikan terhadap loyalitas pelanggan Xtrans. Kata Kunci : Diferensiasi, Loyalitas pelanggan Cipularang highway was opened in 2005 providing business opportunity for businesss of shuttle service travel. The amount of this travel business opportunity makes the business competition in shuttle service travel very high. Consumer is faced with a wide selection of travel services with the concept and price are relatively the same, it can allow consumer to switch from one travel services to other travel services. The problem faced by Xtrans is the low level customer loyalty at Last Minute Point branch Bandung. It is encouraging Xtrans to have uniqueness and competitive advantage in order to survive in the competition and to increase customer loyalty through differentiation.sThe purpose of this research was to determinate the description of differentiation Xtrans at Last Minute Point branch Bandung, determinate the description of customer loyalty Xtrans at Last Minute Point branch Bandung , and determinate the influence of differentiation towards customer loyalty Xtrans at Last Minute Point branch Bandung . Independent variable (X) in this research is differentiation with sub variables: product differentiation (X1) and services differentiation (X2) with dependent variable (Y) is customer loyalty. The type of research is descriptive and verification research, and explanatory survey methods with simple random sampling technique and number of sample 100 respondents. The data analysis technique used is multiple regression analysis with the software SPSS 15.0 for windows.The result of data processing and hypothesis examination show that the the differentiation significantly influences Xtrans customer loyalty.Keywords: Differentiation, Customer loyalty
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | diferensiasi, loyalitas pelanggan |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Hikmal Fajar Fardyan |
| Date Deposited: | 18 Jul 2023 02:02 |
| Last Modified: | 18 Jul 2023 02:02 |
| URI: | http://repository.upi.edu/id/eprint/92130 |
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