PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN LOKASI TERHADAP KEPUASAN PELANGGAN

(Studi pada Pelanggan After Sales PT Srikandi Diamond Motors Alam Sutera di Tangerang)

Authors

  • Suzette Natasha Universitas Budi Luhur Author
  • Ravindra Safitra Hidayat Universitas Budi Luhur Author

DOI:

https://doi.org/10.69714/3rrg1814

Keywords:

Service Quality, Brand Image and Location, Customer Satisfaction

Abstract

This research aims to determine whether the independent variables, namely service quality (X1), brand image (X2), and location (X3), influence the dependent variable, customer satisfaction (Y). The research population consists of customers of PT Srikandi Diamond Motors Alam Sutera in Tangerang. Total of 100 respondents were selected using purposive sampling technique. Data were collected through a Likert scale (1-5) questionnaire and analyzed using SPSS version 29. The respondent data collected in this study have been tested for data instrument validity and reliability, classic assumption tests (normality, multicollinearity, and heteroskedasticity), and simple correlation tests. The analytical method used was multiple linear regression. The research findings indicate that service quality significantly influences customer satisfaction with an improvement contribution of 0.226. Brand image influences customer satisfaction with an improvement of 0.414. Location influences customer satisfaction with an improvement of 0.154. These three independent variables affect customer satisfaction with a percentage of 74.3%, while 25.7% is influenced by other variables not covered in this research. Hence, service quality, brand image, and location are proven to significantly affect customer satisfaction at PT Srikandi Diamond Motors Alam Sutera in Tangerang.

References

Abubakar, R. (2018). Manajemen Pemasaran. Bandung : Alfabeta

Aditya, & Tjiptono. (2012). Pengaruh kualitas pelayanan dan kualitas produk terhadap keputusan pembelian. Jakarta :

Afandi, N.M. (2018). Administrasi publik untuk pelayanan publik. Bandung : Alfabeta.

Alma, Buchari. (2011). Manajemen Pemasaran & Pemasaran Jasa. Bandung : CV. Alfabeta

Arikunto, S. (2019). Prosedur Penelitian. Jakarta : Rineka Cipta

Azwar, Saifudin. (1986). Validitas dan Reliabilitas. Jakarta : Rineka Cipta

Ferrinadewi, Erna. (2008). Merek dan Psikologi Konsumen : Implikasi pada Strategi Pemasaran. Yogyakarta. Graha Ilmu

Ghozali, Imam. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang : Universitas Diponegoro

Ghozali, Imam. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS.Yogyakarta : Universitas Diponegoro

Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang : Universitas Diponegoro

Ghozali. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS.Semarang: Universitas Diponegoro

Gronroos, C. (1990). Service Management and Marketing: Managing The Moment of Truth in Service Competition. Lexington Marketing Association, Maxwell Macmillan

Kotler, Philip (2014). Manajemen Pemasaran di Indonesia, Edisi 4. Jakarta : Salemba Empat

Julius, Y dan Limakrisna, N. (2016). Manajemen Pemasaran (Model Kepuasan dan Loyalitas Pelanggan). Yogyakarta : Deepublish

Mukarom Zenal dan Wijaya Laksana. (2018). Manajemen Pelayanan Publik. Bandung : CV Pustaka Setia

Norfai. (2020), Manajemen Data Menggunakan SPSS, Banjarmasin : Universitas Islam Kalimantan

Robert J. Dolan and Hermann Simon, (1996), How Managing Price Transform The Bottom Line. New York : The Free Press

Sarwono, Jonathan. 2006. Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta : Graha Ilmu

Stanton, William J. (2012). Prinsip pemasaran, Jakarta : Erlangga

Sugiyono. (1997). Statistik Untuk Penelitian. Bandung : CV Alfabeta

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung : Alfabeta.

Sugiyono. (2014). Metode Penelitian Bisnis. Bandung : Alfabeta

Sujarweni, V. Wiratna. (2015). Metodologi Penelitian Bisnis & Ekonomi, 33.Yogyakarta : Pustaka Baru Press

Sujarweni, V. Wiratna. (2019). Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta : Pustaka Baru Press

Tjiptono, F. (2020). Strategi pemasaran: prinsip dan penerapan. Yogyakarta : Andi

Downloads

Published

30-09-2024

How to Cite

PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN LOKASI TERHADAP KEPUASAN PELANGGAN: (Studi pada Pelanggan After Sales PT Srikandi Diamond Motors Alam Sutera di Tangerang) (Suzette Natasha & Ravindra Safitra Hidayat , Trans.). (2024). Jurnal Ilmiah Manajemen Dan Akuntansi, 1(5), 160-172. https://doi.org/10.69714/3rrg1814