Analysis of customer loyalty toward Mesran Brand in Jakarta

SAFWATI, Hargo Utomo, Dr.,MBA.,M.Com

2005 | Tesis | Magister Manajemen

This research explores the customer loyalty focusing on combination between attitudinal and behavioral antecedent of loyalty in exploring the customer loyalty of Mesran Oil brand. This research explores the effect of attitudinal loyalty to behavioral loyalty. The purpose of this research is to determine whether there is significant effect of loyalty in each phases of attitudinal loyalty on behavioral loyalty. The method to collect data was by closed direct questionnaire. This research distributed one hundred questionnaires to respondents using nonprobability sampling as the basis of representation. There were 13 questionnaires (13%) not used in the analysis. The sampling method applied was purposive sampling. The data analysis used correlation and multiple regression method. The findings of this research indicated that there were positive and significant effect of cognitive, affective and conative loyalty partially or simultaneously on behavioral loyalty. The effect of conative loyalty on behavioral loyalty is the highest (0.595) compared to the effect of cognitive loyalty (0.211) or affective loyalty (0.185) on behavioral loyalty. Although the cognitive, affective and conative loyalty had effect to behavioral loyalty, there are also other variables affected the behavioral loyalty. The limitation of this research is that it’s only eligible for the sample in the service station in Jakarta area only and also limited to customer loyalty consisting of cognitive, affective, conative and behavioral loyalty. Sample size and location of research must be extended to include more samples and more locations and can also be extended to include other factor influencing the level of behavioral loyalty.

Kata Kunci : Loyalitas Pelanggan