Musyaffa, A. (2018) PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PO TIARA MAS SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
Progress of the times and changes in people's lifestyles at this time will need the means of transportation, especially buses very rapidly, this can be seen with more and more emerging PO (Otobus company) vying to serve the needs of this sector to the community with all the services and facilities different for each PO. The real competition between PO also occurred, some PO are not strong may be financial to service the fleet facility is not infrequently also end up out of business. Marketing strategy becomes one of the keys for PO to stay strong and realize satisfaction for consumers or customers to continue to use the services of these PO and not to turn to other PO or may move to other modes of transportation. A customer will be satisfied if he gets the value of the manufacturer or service provider he chooses. Furthermore, understanding behavior and getting to know closer to the customer is the key to maintaining the company's existence. Today almost all cities in Indonesia are reachable by bus, not only on the island of Java but also reach the islands outside Java. One of them is PT Tiara Mas Transport (PO Tiara Mas) as a provider of Inter-City Inter-City bus service (AKAP) and Tourism buses in Indonesia, especially serving the islands of Java, Bali and NTB. This research is conducted with the aim to know and analyze about the influence of service quality and price to customer loyalty through customer satisfaction. The subject of this research is PT Tiara Mas Transport (PO Tiara Mas) serving route Surabaya - Mataram - Bima as much as 5 Fleet Bus. The data was collected by distributing questionnaires to passengers of PO Tiara Mas route Surabaya - Sumbawa with 50 respondents using Likert scale. The result of this research shows that (1) service quality has a significant effect to customer satisfaction with positive coefficient value. (2) price has a significant effect to customer satisfaction with positive coefficient value. (3) the quality of service has a significant effect to customer loyalty po tiara mas with positive coefficient value. (4) price has a significant effect to customer loyalty po tiara mas with positive coefficient value. (5) customer satisfaction has a significant effect on customer loyalty po tiara mas with positive coefficient value. (6) service quality significantly influences customer loyalty through customer satisfaction, with the value of direct influence is greater than indirect influence. (7) the price has a significant effect to customer loyalty through the customer satisfaction, with the value of direct influence is greater than the indirect effect.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Service Quality, Price, Customer Loyalty, Customer Satisfaction |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 17 Oct 2018 08:52 |
| Last Modified: | 13 Dec 2022 08:50 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/70 |
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