Pengaruh Service Quality terhadap Word of Mouth Communication, Purchase Intention dan Price Sensitivity pada pelanggan London Beauty Center (LBC) Yogyakarta

KHAIRIYANSYAH, Sari Winahjoe S., Dra.,MBA

2005 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh Kualitas Pelayanan (reliability, assurance, tangibles, empathy dan responsiveness) terhadap WOM communication, Purchase intention, dan Price sensitivity. Penelitian dilakukan di London Beauty Center (LBC) cabang Yogyakarta. Responden yang digunakan sebanyak 100 orang yang diambil secara purposive sampling; yaitu pelanggan yang minimal telah menggunakan jasa London Beauty Center sebanyak 3 kali. Alat analisis data yang digunakan untuk menguji hipotesis adalah regresi linear berganda. Hasil pengujian terhadap hipotesis penelitian ini menunjukkan secara empiris bahwa: (1) Kualitas Pelayanan (Tangible, Reliability, Responsiveness, Assurance dan Empathy) berpengaruh positif dan signifikan terhadap WOM Communication. Koefisien determinasi model regresi sebesar R²=0.501 atau 50.1%, hal ini menunjukkan bahwa 50.1% penyebab baik buruknya WOM Communication yang dilakukan pelanggan adalah persepsi mereka terhadap Kualitas Pelayanan. Tangible dan Empathy secara individu berpengaruh positif dan signifikan terhadap WOM Communication, sedangkan Reliability, Responsiveness dan Assurance tidak berpengaruh signifikan terhadap WOM Communication. (2) Kualitas Pelayanan (Tangible, Reliability, Responsiveness, Assurance dan Empathy) berpengaruh positif dan signifikan terhadap Purchase Intentions. Koefisien determinasi model regresi sebesar R²=0.614 atau 61.4%, hal ini menunjukkan bahwa 61.4% penyebab tinggi rendahnya Purchase Intentions pelanggan adalah persepsi mereka terhadap Kualitas Pelayanan. Reliability, Responsiveness dan Empathy secara individu berpengaruh positif dan signifikan terhadap Purchase Intentions; sedangkan Tangibles dan Assurance tidak berpengaruh signifikan terhadap Purchase Intentions. (3) Kualitas Pelayanan (Tangible, Reliability, Responsiveness, Assurance dan Empathy) berpengaruh positif dan signifikan terhadap Price Sensitivity. Koefisien determinasi model regresi sebesar R²=0.817 atau 81.7%, hal ini menunjukkan bahwa 81.7% penyebab tinggi rendahnya Price Sensitivity pelanggan adalah persepsi mereka terhadap Kualitas Pelayanan. Assurance secara individu berpengaruh positif dan signifikan terhadap Price Sensitivity; sedangkan Tangibles, Responsiveness, Reliability dan Emphaty tidak berpengaruh signifikan terhadap Price Sensitivity.

This research aims to reveal the influence of service quality (tangible, reliability, responsiveness, empathy, assurance) toward WOM Communication, purchase intention, and price sensitivity. The research was conducted in London Beauty Center (LBC), Yogyakarta branch. There were 100 respondents taken using purposive sampling method, namely the customers that at least have been using the service of London Beauty Center for three times. Data analysis instrument adopted to test the hypothesis is multiple linear regressions. The result of the testing toward the hypothesis shows empirically: (1) service quality (tangible, reliability, responsiveness, empathy, assurance) has positive and significant influence upon WOM Communication. The coefficient of regression model determination is R2 = 0.501 or 50.1%, it shows that 50.1% of causes of WOM Communication quality done by the customers are their perception toward service quality. Tangible and empathy have positive and significant influence toward WOM Communication, whereas reliability, responsiveness and assurance have no significant influence toward WOM Communication. (2) Service quality (tangible, reliability, responsiveness, empathy, assurance) has positive and significant of regression model determination is R2 = 0.614 or 61.4%, this shows that 61.4% of the causes of high and low of purchase intentions is the customers’ perception upon service quality. Reliability, responsiveness, and empathy have positive and significant influence upon purchase intentions. (3) Service Quality (tangible, reliability, responsiveness, empathy, assurance) has positive and significant toward price sensitivity. The coefficients of regression model determination is R2 = 0.817 or 81.7%, this shows that 81.7% of the causes of the high and low of customers’ price sensitivity is their perception toward service quality. Assurance individually has positive and significant influence toward price sensitivity; whereas tangible, responsiveness, reliability and empathy have no significant influence toward price sensitivity.

Kata Kunci : Manajemen Pemasaran,Perilaku Konsumen,Kualitas Layanan, WOM communication, Purchase intention, Price sensitivity, Tangible, Reliability, Responsiveness, Assurance, Empathy