Analisis Pengaruh Kualitas Hubungan Staff Marketing Dengan Pelanggan Terhadap Loyalitas Pelanggan Dalam Konteks B2B Di PT Samudera Agencies Indonesia

Trijayanti, U'un (2021) Analisis Pengaruh Kualitas Hubungan Staff Marketing Dengan Pelanggan Terhadap Loyalitas Pelanggan Dalam Konteks B2B Di PT Samudera Agencies Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Layanan ekspedisi logistik antar negara sudah termasuk ke dalam ranah business-to-business (B2B), pelanggan memiliki karakteristik unik yang bertindak sebagai organisasi. Pelanggan yang dapat bertahan dengan jangka waktu yang lama dapat diartikan sebagai pelanggan yang loyal sehingga memiliki hubungan yang baik dengan marketing dan perusahaan. Penelitian ini dilakukan untuk mengetahui kualitas hubungan staff marketing terhadap tingkat loyalitas pelanggan. Pengujian yang digunakan adalah Structural Equation Modeling (SEM). Data yang digunakan merupakan data pelanggan PT Samudera Agencies Indonesia yang diperoleh melalui survei. Hasil dari penelitian ini adalah karakteristik dari pelanggan PT Samudera Agencies Indonesia sebagian besar berada di area Surabaya dengan lini bisnis sebagai forwarding. Analisis SEM pada evaluasi model pengukuran diperoleh indikator secara keseluruhan sudah reliabel, namun pada evaluasi validitas terdapat beberapa indikator yang tidak valid. Uji hipotesis diagram jalur diperoleh hasil bahwa variabel kualitas layanan, variabel komitmen dan variabel kepuasan mampu mempengaruhi secara signifikan dan negatif terhadap tingkat loyalitas sikap dari pelanggan. Sedangkan variabel kepercayaan dan loyalitas perilaku tidak mampu mempengaruhi secara signifikan dan negatif terhadap loyalitas sikap. Variabel kualitas layanan, kepercayaan, komitmen dan kepuasan tidak mampu mempengaruhi secara signifikan dan positif terhadap loyalitas perilaku dari pelanggan.
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Logistics expedition services between countries are included in the business-to-business (B2B), customers have unique characteristics that act as organizations. Customers who can survive for a long time can be interpreted as loyal customers so that they have good relationships with marketing and the company. This research was conducted to determine the relationship quality of marketing staff to the level of customer loyalty. The test used is Structural Equation Modeling (SEM). The data used is customer data of PT Samudera Agencies Indonesia which was obtained through a survey. The results of this study are the characteristics of the customers of PT Samudera Agencies Indonesia are mostly female. SEM analysis on the evaluation of the measurement model obtained that the overall indicators are reliable, but in the evaluation of validity there are several indicators that are not valid. The path diagram hypothesis test showed that the service quality variable, commitment variable and satisfaction variable were able to significantly and negatively affect the level of customer loyalty. While the variables of trust and behavioral loyalty were not able to significantly and negatively affect attitude loyalty. The variables of service quality, trust, commitment and satisfaction were not able to significantly and positively influence the behavioral loyalty of customers.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Hubungan, Loyalitas, Marketing, Pelanggan, SEM, Customers, Loyalty, Marketing, Relationship Quality
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	U'un Trijayanti
Date Deposited:	25 Aug 2021 04:14
Last Modified:	25 Aug 2021 04:14
URI:	http://repository.its.ac.id/id/eprint/89470

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