Rusydan, Rahmat Nuur (2026) Eksplorasi Faktor-Faktor Pendorong Niat Beli Ulang Dan Loyalitas Pelanggan Horeka Pada Pt Putra Burhan Bersinar Sebagai Agen Distributor Bright Gas Non-Subsidi Di Kabupaten Gresik. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Sektor hotel, restoran, dan katering (HOREKA) di Kabupaten Gresik sangat bergantung pada pasokan LPG non-subsidi yang berkelanjutan. PT Putra Burhan Bersinar, agen distributor Bright Gas non-subsidi yang beroperasi sejak 2024, menghadapi tantangan membangun loyalitas dan retensi pelanggan HOREKA di tengah persaingan dari merek gas swasta seperti PrimaGas dan BlueGaz, serta pergeseran permintaan dari tabung 12 kg ke 50 kg. Studi kualitatif yang secara khusus mengeksplorasi pengalaman pelanggan HOREKA terhadap agen distributor LPG non-subsidi lokal masih terbatas. Penelitian ini mengeksplorasi faktor-faktor pendorong niat beli ulang dan loyalitas pelanggan HOREKA terhadap PT Putra Burhan Bersinar, menggunakan pendekatan kualitatif deskriptif-eksploratif melalui wawancara semi-terstruktur terhadap 5 pelanggan HOREKA aktif dan 2 informan internal perusahaan (purposive sampling, ditentukan berdasarkan saturasi data). Data dianalisis menggunakan thematic analysis mengikuti framework Braun dan Clarke (2006, 2019), dan keabsahannya dijaga melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa niat beli ulang dan loyalitas pelanggan HOREKA dibentuk oleh kombinasi faktor ekonomis, operasional, relasional, dan kontekstual: harga menjadi daya tarik awal namun bukan penentu tunggal loyalitas; keandalan operasional (ketersediaan stok, ketepatan pengiriman, kecepatan respons) menjadi prasyarat fundamental; kualitas layanan dan komunikasi mengurangi ketidakpastian pelanggan; kepercayaan terhadap keaslian produk mendasari niat beli ulang di tengah isu Bright Gas oplosan; serta loyalitas pelanggan HOREKA bersifat kondisional (loyalty at risk) yang menuntut manajemen value berkelanjutan. Penelitian ini memberikan rekomendasi strategis pada dimensi harga, keandalan operasional, kualitas layanan, kepercayaan produk, dan manajemen retensi bagi PT Putra Burhan Bersinar.
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The hotel, restaurant, and catering (HOREKA) sector in Gresik Regency depends heavily on a sustained supply of non-subsidized liquefied petroleum gas (LPG). PT Putra Burhan Bersinar, a non-subsidized Bright Gas distribution agent operating since 2024, faces the challenge of building customer loyalty and retention amid competition from private gas brands such as PrimaGas and BlueGaz, and a demand shift from 12 kg to 50 kg cylinders. Qualitative studies exploring HOREKA customer experiences with local non-subsidized LPG distribution agents remain scarce. This research explored the factors driving repurchase intention and customer loyalty among HOREKA customers of PT Putra Burhan Bersinar, using a qualitative descriptive-exploratory approach with semi-structured interviews of 5 active HOREKA customers and 2 internal company informants (purposive sampling, determined by data saturation). Data were analyzed through thematic analysis following Braun and Clarke's framework (2006, 2019), with credibility ensured through source and technique triangulation. Findings show that repurchase intention and customer loyalty are shaped by a combination of economic, operational, relational, and contextual factors: price is an initial attraction but not the sole determinant of loyalty; operational reliability (stock availability, delivery accuracy, response speed) is a fundamental prerequisite; service quality and communication reduce customer uncertainty; trust in product authenticity underlies repurchase intention amid concerns over counterfeit Bright Gas; and customer loyalty is conditional ("loyalty at risk"), requiring continuous value management. The study offers strategic recommendations on pricing, operational reliability, service quality, product trust, and retention management for PT Putra Burhan Bersinar.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Bright Gas, HOREKA, Loyalitas Pelanggan, Niat Beli Ulang, Relationship Marketing, Bright Gas, Customer Loyalty, HOREKA, Relationship Marketing, Repurchase Intention |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5415.7 Physical distribution management |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Rahmat Nuur Rusydan |
| Date Deposited: | 06 Aug 2026 01:49 |
| Last Modified: | 06 Aug 2026 01:49 |
| URI: | http://repository.its.ac.id/id/eprint/144114 |
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