Pengaruh Kualitas Layanan (SERVQUAL) Dan Implementasi Strategi Enduro Motor Service Terhadap Kepuasan Dan Loyalitas Pelanggan: Studi Pada Pertamina International Timor, S.A.

Satria, Inter (2026) Pengaruh Kualitas Layanan (SERVQUAL) Dan Implementasi Strategi Enduro Motor Service Terhadap Kepuasan Dan Loyalitas Pelanggan: Studi Pada Pertamina International Timor, S.A. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis Strategi Implementasi layanan Enduro Motor Service di Stasiun Pengisian Bahan Bakar Umum (SPBU) milik Pertamina International Timor, SA di Timor Leste sebagai upaya peningkatan kepuasan pelanggan dan optimalisasi pendapatan Non BBM. Latar belakang penelitian ini didasari oleh tingginya pertumbuhan kendaraan roda dua di Timor Leste, yang mencapai lebih dari 70% dari total kendaraan bermotor, serta meningkatnya potensi pasar pelumas dan layanan purna jual. Implementasi Enduro Motor Service diharapkan dapat meningkatkan brand awareness, memperkuat loyalitas pelanggan, serta memperluas segmen Non Fuel Retail (NFR) melalui layanan bengkel modern untuk sepeda motor. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif, serta analisis Covariance-Based SEM (CB-SEM) untuk menguji hubungan antar variabel laten, yaitu kualitas layanan (Service Quality), kepuasan pelanggan (Customer Satisfaction), dan loyalitas pelanggan (Customer Loyalty). Data primer diperoleh melalui survei dengan kuesioner SERVQUAL dan wawancara terhadap petugas Enduro Motor Service, sedangkan data sekunder bersumber dari laporan internal Pertamina International Timor, SA dan publikasi dari lembaga pemerintahan Timor Leste. Hasil penelitian menunjukkan bahwa Implementasi Strategi Enduro Motor Service dan Kualitas Layanan berpengaruh signifikan terhadap Kepuasan Pelanggan. Selanjutnya, Kepuasan Pelanggan terbukti berpengaruh signifikan terhadap Loyalitas Pelanggan serta berperan sebagai variabel mediasi dalam hubungan antara kualitas layanan dan Implementasi Strategi Enduro Motor Service terhadap Loyalitas Pelanggan. Namun demikian, masih ditemukan adanya kesenjangan layanan (service gap) serta ketidakkonsistenan Implementasi Strategi Enduro Motor Service antar lokasi yang berdampak pada belum optimalnya Loyalitas Pelanggan. Implikasi manajerial dari penelitian ini menekankan pentingnya peningkatan Kualitas Layanan, standarisasi Implementasi Enduro Motor Service, serta pengelolaan pengalaman pelanggan yang terintegrasi untuk meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini diharapkan dapat memberikan kontribusi praktis bagi pengembangan bisnis Enduro Motor Service Pertamina International Timor, SA khususnya konsumen di luar negeri yang memiliki karakter dan budaya yang berbeda dibanding di Indonesia juga kontribusi akademis dalam pengembangan model pengintegrasian antara kualitas layanan, implementasi strategi, kepuasan, dan loyalitas pelanggan dalam konteks layanan otomotif.
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This study aims to analyze the implementation strategy of Enduro Motor Service at fuel station owned by Pertamina International Timor, SA in Timor Leste as an effort to increase customer satisfaction and optimize non fuel revenue. The background of this study is based on the high growth of two wheeled vehicles in Timor Leste, which reaches more than 70% of the total motorized vehicles, as well as the increasing market potential for lubricants and after sales services. The implementation of Enduro Motor Service is expected to increase brand awareness, strengthen customer loyalty, and expand the Non Fuel Retail (NFR) segment through modern workshop services for motorcycles. The study uses quantitative methods with descriptive and verification approaches, as well as Covariance-Based SEM (CB-SEM) analysis to test the relationship between latent variables: service quality, customer satisfaction, and customer loyalty. Primary data were obtained through a survey with a SERVQUAL questionnaire and interviews with Enduro Motor Service officers, while secondary data came from internal reports of Pertamina International Timor, SA and publications from Timor Leste government agencies. The results of the study indicate that service quality and Enduro Motor Service Strategy Implementation have a significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to have a significant effect on customer loyalty and acts as a mediating variable in the relationship between service quality and strategy implementation on customer loyalty. However, there are still service gaps and inconsistencies in Enduro Motor Service Strategy Implementation between locations that have an impact on customer loyalty that is not optimal. The managerial implications of this study emphasize the importance of improving service quality, standardizing Enduro Motor Service Implementation, and managing customer experience in an integrated manner to increase customer satisfaction and loyalty. This study is expected to provide practical contributions to the development of Enduro Motor Service Pertamina International Timor, SA's business, especially for overseas consumers who have different characters and cultures than those in Indonesia, as well as academic contributions in developing an integrated model between service quality, strategy implementation, satisfaction, and customer loyalty in the context of automotive services.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Enduro Motor Service, Pertamina International Timor, Kepuasan Pelanggan, Loyalitas Pelanggan,Enduro Motor Service, Pertamina International Timor, SA, Customer Satisfaction, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Inter Satria
Date Deposited:	16 Jul 2026 02:07
Last Modified:	16 Jul 2026 02:07
URI:	http://repository.its.ac.id/id/eprint/135084

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