Analysis of customer satisfaction and its correlation to brand loyalty :: A Case study of Nokia Handphone customer on Gadjah Mada University students in Yogyakarta

ADJI, Rachmad Seno, Prof.Dr. Dibyo Prabowo, MSc

2003 | Tesis | Magister Manajemen

Penelitian ini mencoba untuk menganalisa tingkat kepuasan pelanggan dan hubungan antara kepuasan pelanggan dengan loyalitas merek pada pelanggan hand phone merek Nokia. Unit sample pada penelitian ini adalah mahasiswa universitas Gadjah Mada di Yogyakarta yang memiliki dan menggunakan hand phone merek Nokia. Representation basis pada penelitian ini adalah non-probability sampling, dan menggunakan metode purposive sampling yaitu judgment sampling. Proses sampling didasarkan pada beberapa kriteria, yaitu mahasiswa aktif UGM di Yogyakarta yang memiliki dan menggunakan hand phone merek Nokia. Penelitian ini akan mencakup beberapa hal seperti profil responden, skor kepuasan pelanggan, skor loyalitas merek, dan korelasi antara kepuasan pelanggan dengan loyalitas merek. Kepuasan pelanggan akan diukur berdasarkan variabel performance, features, reliability, conformance to specification, durability, serviceability, aesthetic, dan perceived quality. Sementara itu loyalitas merek akan diukur berdasarkan skala loyalitas merek, dimana masing – masing skala akan mencakup elemen yang mendekatkan (attraction element) dan elemen yang menjauhkan (vulnerability element). Masing – masing elemen akan mencakup empat dimensi yaitu kognisi, afeksi, konasi, dan aksi. Hasil penelitian menunjukkan bahwa pelanggan hand phone Nokia diantara mahasiswa UGM di Yogyakarta dikategorikan sebagai pelanggan yang tidak puas. Rata – rata skor kepuasan kurang dari satu (0,7974). Berurutan dari skor kepuasan tertinggi adalah aesthetic (0,9191), serviceability (0,835), durability (0,8031), performance (0,795), perceived quality (0,7733), conformance to specification (0,7613), reliability (0,7515), dan features (0,7413). Tingkat harapan dari pelanggan Nokia adalah sangat tinggi. Tingkat rata – rata harapan adalah 4,427 dan dikategorikan sebagai sangat tinggi. Tingkat rata – rata kinerja yang dirasakan (perceived performance) adalah 3,528 dan dikategorikan sebagai tinggi. Penelitian juga mengindikasikan bahwa rata – rata, selisih antara harapan pelanggan dengan kinerja yang dirasakan dikategorikan sebagai sangat rendah, karena rata – rata gapnya kurang dari satu (0,9). Sedangkan rata – rata total skor loyalitas merek adalah 1,418229, dan berada dalam kelompok kedua pada loyalitas merek (kelompok skor antara 1 – 2). Korelasi antara kepuasan pelanggan dan loyalitas merek adalah positiv pada tingkat keyakinan 95% (tingkat signifikansi 5%). Ini berarti bahwa semakin puas pelanggan, semakin loyal pelanggan pada merek, vice versa. Akan tetapi skor korelasinya yang rendah dan kurang dari (0,5) menunjukkan hubungan yang lemah dari keduanya. Skor yang rendah dari korelasi Spearman’s’ mengindikasikan bahwa kepuasan pelanggan bukanlah satu – satunya faktor yang mempengaruhi loyalitas merek. Akan tetapi bagaimanapun juga, kepuasan pelanggan adalah salah satu elemen penting dalam menciptakan dan memelihara loyalitas merek

This research tries to analyze the level of customer satisfaction and the correlation between the customer satisfaction and brand loyalty of Nokia hand phone customer. The sample unit in this research is a Gadjah Mada University student in Yogyakarta that are possesses and using Nokia hand phone. The representation basis of sampling design in this research is nonprobability sampling. The sampling method in this research is purposive sampling, which is judgment sampling. The sampling process conforms to certain criterion which is active students of Gadjah Mada University in Yogyakarta that possess and using Nokia hand phone. This research will cover several elements: respondent’s profile, customer satisfaction score, brand loyalty score, and correlation between customer satisfaction and brand loyalty. The customer satisfaction will be measured from several variables that are: performance, features, reliability, conformance to specification, durability, serviceability, aesthetic, and perceived quality. Meanwhile, brand loyalty will be measured using the brand loyalty scale, with every scale will covering attraction elements and vulnerable elements. Each element will measure four dimension of loyalty, which are cognition, affection, conation, and action. The research indicated that Nokia hand phone customer among Gadjah Mada University students in Yogyakarta is classify as dissatisfy customer; the total average satisfaction score is indicated less than one (0.7974 point). In sequence, from the highest to the lowest satisfaction score is aesthetic (0.9191 point), serviceability (0.835 point), durability (0.8031 point), performance (0.795 point), perceived quality (0.7733 point), conformance to specification (0.7613 point), reliability (0.7515 point), and features (0.7413 point). The expectation level of Nokia hand phone customer is very high. The average level of expectation is equal to 4.427 point, and classify as very high level. In fact, the perceived performance level is high. The average level of perceived performance is equal to 3.528 point, and classify as high level. The research also indicates that in average the gap between customer expectation level and customer perceived performance level is classify as very low, since the average gap is less than 1 point (0.9 point). In fact, total average of brand loyalty score is 1.418229. This score is in the second range of brand loyalty, which is between ranges 1 – 2. The correlation between customer satisfaction and band loyalty is positive in level of significant 5% (95% confidence level), which means more satisfy the customer, more loyal the customer to the brand, vice versa. The correlation score is low (0.298) and less than (0.5), which indicate the weak relationship between customer satisfaction and brand loyalty. The low score of Spearman’s correlation also indicate that customer satisfaction is not the only one factor that influence brand loyalty. However, customer satisfaction is one important element in creating and maintaining brand loyalty.

Kata Kunci : Manajemen Pemasaran,Kepuasan Pelanggan,Loyalitas Merk, Customer, Satisfaction, Brand, Loyalty, Correlation, Nokia