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Pengaruh Kualitas Jasa Terhadap Kepuasan Dan Loyalitas Konsumen

Author

Listed:
  • Albari Albari
  • Ranityo Mardawasti

Abstract

Analisis kualitas jasa yang dikaitkan dengan kepuasan dan toyalitas konsumen merupakan bagian penting dalam kajian pemasaran. Penelitian ini dilakukan dengan menggunakan kajian kualitas jasa tersebut yang berbasis pada strategi Customer Relationship Management (CRM), sehingga dapat diperoleh pengetahuan efektifitasnya terhadap kepuasan dan peningkatan loyalitas konsumen pada kebijakan perusahaan.Data diperoleh melalui angket, yang disebarkan secara convenience sampling kepada 96 konsumen pengguna produk XL dan sedang menerima proses jasa CRM di Graha XL, Jalan Mangkubumi, Yogyakarta. Analisis data dilakukan dengan menggunakan uji beda Wilcoxon dan Analisis Regresi.Hasil penelitian menunjukkan bahwa variabel demografi (gender) tidak berpengaruh terhadap kualitas pelayanan, kepuasan, dan loyalitas konsumen. Secara parsial, hanya variabel kualitas jasa saja yang berpengaruh positif terhadap kepuasan dan loyalitas konsumen. Dapat diperoleh juga kesimpulan bahwa kepuasan konsumen dapat menjadi variabel antara dari kualitas jasa dengan loyalitas konsumen.

Suggested Citation

  • Albari Albari & Ranityo Mardawasti, 2007. "Pengaruh Kualitas Jasa Terhadap Kepuasan Dan Loyalitas Konsumen," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 7(10), pages 846-859.
    • Handle: RePEc:uii:jabisf:v:7:y:2007:i:10:p:846-859:id:7514
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