Analisis loyalitas pelanggan pada bengkel resmi Honda PT Astra International, Tbk Yogyakarta

ADHIRINI, Metty, Gunawan Adisaputro, Drs.,MBA

2007 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas jasa yang terdiri atas dimensi tangibles, reliability, responsiveness, assurance dan empathy terhadap kepuasan pelanggan, (2) dimensi kualitas jasa yang paling dominan pengaruhnya terhadap kepuasan pelanggan, dan (3) pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. Penelitian dilakukan di PT Astra International Tbk Honda Yogyakarta. Jumlah sampel yang digunakan sebanyak 285 orang pelanggan yang diambil secara purposive sampling dengan kriteria: (1) merupakan pemilik sepeda motor Honda yang melakukan service di bengkel resmi PT Astra International Tbk Honda Yogyakarta, dan (2) telah melakukan service di bengkel resmi PT Astra International Tbk Honda Yogyakarta minimal 3 kali. Pengumpulan data dilakukan kuesioner yang telah diuji validitas dan reliabilitasnya. Uji validitas dilakukan dengan Confirmatory Factor Analysis, sedangkan uji reliabilita dilakukan dengan metode Alpha-Cronbach. Metode analisis data yang digunakan terdiri atas analisis regresi linear berganda, dan analisis regresi linear sederhana. Hasil penelitian ini menunjukkan: (1) Tangibles, Reliability, Responsiveness, Assurance dan Empathy secara simultan berpengaruh signifikan terhadap Kepuasan Pelanggan. Nilai R²adjusted=97.0%; hal ini menunjukkan bahwa tinggi rendahnya kepuasan pelanggan, 97.0% disebabkan oleh persepsinya terhadap Tangibles, Reliability, Responsiveness, Assurance dan Empathy; sedangkan 3% sisanya disebabkan atau dipengaruhi oleh variabel- variabel lain yang tidak tercakup dalam model regresi tersebut. (2) Dimensi Kualitas Jasa yang paling dominan pengaruhnya terhadap Kepuasan Pelanggan adalah Responsiveness (ß=0.362), dan (3) Kepuasan pelanggan berpengaruh signifikan positif terhadap Loyalitas pelanggan. Nilai R²adjusted= 88.5%; hal ini menunjukkan bahwa tinggi rendahnya loyalitas pelanggan, 88.5% disebabkan oleh tinggi rendahnya kepuasan pelanggan; sedangkan 11.5% sisanya disebabkan atau dipengaruhi oleh variabelvariabel lain yang tidak tercakup dalam model regresi tersebut.

The study aims at determining: (1) the effect of service qualities consisting of tangible, reliability, responsiveness, assurance and empathy dimensions on the customer satisfaction; (2) the service quality dimensions having most dominant influence on the customer satisfaction; and (3) the influence of customers’ satisfactions on their loyalties. The study was conducted at PT. Astra International Tbk Honda Yogyakarta. Two hundred and eighty five customers are sampled using purposive sampling method with the following criteria: (1) owner of Honda motorcycle doing engine checkup at the authorized repair shop of PT Astra International Tbk Honda Yogyakarta, and (2) having at least 3 consecutive engine checkups at the authorized repair shop of PT Astra International Tbk Honda Yogyakarta . Data collection was conducted using questionnaire of tested validity and reliability. Validity testing was accomplished with Confirmatory Factor Analysis, while the reliability testing was implemented using Alpha-Cronbach method. The data analysis method employed here consisted of multiple linear regression and simple linear regression. The results of the study demonstrated that: (1) tangible, reliability, responsiveness, assurance and empathy dimensions were simultaneously and significantly influenced the customers’ satisfaction. The value of R²adjusted=97.0% suggests that amo ng the fluctuation of customers’ satisfaction, 97.0% was instigated by their perception of tangible, reliability, responsiveness, assurance and empathy dimensions , while the remaining 3% was instigated or triggered by another variables not included in the regression model; (2) service quality dimension having most dominant influence on customer satisfaction is responsiveness (ß=0.362); and (3) customer satisfaction have positive significant effect on customers’ loyalty. The value of R² adjusted= 88.5% suggested that 88.5% of customers’ loyalty fluctuation was instigated by the fluctuation of customers’ satisfaction, while the remaining 11.5% was instigated or influenced by another variables not included in the regression model.

Kata Kunci : Tangibles, Reliability, Responsiveness, Assurance, Empathy, Confirmatory Factor Analysis