PENGARUH PERCEIVED PRODUCT QUALITY, SERVICE QUALITY, DAN PERCEIVED PRICE FAIRNESS DARI PRODUK 3M AUTOMOTIVE AFTERMARKET TERHADAP CONSUMER SATISFACTION CONSUMER LOYALTY

Handrea Yudha Gunawan, B.M. Purwanto, Dr., MBA.

2008 | Tesis | S2 Magister Manajemen

Persaingan bisnis yang semakin ketat menuntut perusahaan menerapkanstrategi yang tepat untuk dapat mempertahankan pelanggannya. Usaha yang dapat dilakukan dengan meningkatkan produk dan mutu layanan untuk memperoleh kepuasan pelanggan dan menjadikan konsumen loyal. Peneiitian ini bertujuan untuk menguji model struktural pengaruh perceived product quality, perceived service quality dan perceived price fairness pada consumer satisfaction dan consumer loyalty. Sampel dalam peneiitian ini adalah manajer atau karyawan bengkel di wilayah Yogyakarta yang mengetahui dengan baik produk 3M Paint Finishing System dan PT. 3M Indonesia. Metode pengambilan sampel ditentukan dengan purposive sampling, yaitu memilih sampel dengan kriteria tertentu. Teknik pengumpulan data yang digunakan adalah kuesioner. Data diolah menggunakan teknik Structural Equation Model (SEM) dengan software AMOS 6.0. Hasil pengujian empirik terhadap model struktural diketahui bahwa model struktural yang terdiri dari pengaruh kualitas produk (perceived product quality), kualitas pelayanan (perceived service quality), dan kewajaran harga (perceived price fairness) pada kepuasan konsumen (consumer satisfaction) dan loyalitas konsumen (consumer loyalty) tidak sepenuh diterima karena terdapat beberapa hubungan antar variabel yang ditolak yaitu kualitas pelayanan dan kewajaran harga terhadap loyalitas konsumen. Model struktural yang terbentuk dari hasil pengujian secara empirik terdiri dari pengaruh kepuasan konsumen pada loyalitas konsumen; pengaruh kualitas produk, kualitas pelayanan, dan kewajaran harga terhadap kepuasan konsumen; dan pengaruh kualitas produk secara langsung dan tidak langsung (melalui kepuasan) pada loyalitas konsumen. Kata Kunci: kualitas produk, kualitas pelayanan, kewajaran harga, kepuasan, loyalitas, SEM.

The competitions of business which progressively tighten to claim company apply correct strategy to can maintain the customer. The effort which can be done to obtain the consumer satisfaction and consumer loyalty is increase the quality of product and service. The objective of this research was to test structural model of influence of perceived product quality, perceived service quality and perceived price fairness on consumer satisfaction and consumer loyalty. The sampel in this research is manager or employees of workshop in region of Yogyakarta knowing better product 3M Paint Finishing System from FT. 3M Indonesia. The sampling method determined by purposive sampling technique that is chosen sampel with certain criterion. Technique of data collecting used questionnaire. Data processed used technique of Structural Equation Model (SEM) by AMOS 6.0 software. The result of examination by structural equation model technique shown that structural model consisted of influence of perceived product quality, perceived service quality, and perceived price fairness on consumer satisfaction and loyalitas consumer not full accepted. It because there are some relation of variabel not correlated significantly that is quality of service and equity of price to loyalitas consumer. Structural model is formed by result of the examination is consisted of influence of consumer satisfaction on consumer loyalty; influence of product quality, service quality, and equity of price on consumer satisfaction; and influence of product quality directly and indirectly (through satisfaction) on consumer loyalty. Key word: Product quality, Service quality. Price fairness. Satisfaction, Loyalty, SEM.

Kata Kunci : kualitas produk, kualitas pelayanan, kewajaran harga, kepuasan, loyalitas, SEM.