ANALISIS PENGARUH BUKTI FISIK DAN JAMINAN LAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA PENYEWAAN MOBIL ( Kasus Pada PT Pusaka Prima Transport )
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Date
2014
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Thesis Magister Management Universitas Widyatama Bandung
Abstract
Increasingly tight competitive world of business , these conditions force
every type of business to compete on a competitive basis in which they are
required to offer the advantages and convenience, capturing the jelly and strive to
quickly and accurately understand the wants and needs of consumers and continue
to develop the best quality of service in consistent. In conducting its business , car
rental services strive to give attention to the physical evidence and assurance
services, to create customer satisfaction and customer loyalty .
As the unit of observation, namely PT Pusaka Prima Transport , the
purpose of this study was to analyze the influence of the physical evidence and
assurance services to customer satisfaction and customer loyalty in using rental
services to PT Pusaka Prima Transport either partial or total .
In this study, the 4 ( four) variables: physical evidence, service assurance
and customer satisfaction as the independent variable. Meanwhile, as the
dependent variable is customer satisfaction and customer loyalty .
To investigate further the influence of the physical evidence and assurance
services to customer satisfaction and customer loyalty in using rental services to
PT Pusaka Prima Transport, the methods used in this study is a descriptive
analysis method, using multiple regression, and questionnaires given tools to 107
consumers PT Pusaka Prima Transport .
To see how the influence as well as the relationship between the physical
evidence, service assurance, customer satisfaction and customer loyalty PT
Pusaka Prima Transport by using multiple regression. The results showed that
four variables have a significant effect in the amount of 42.99 % for physical
evidence to customer satisfaction, 18.40 % for the service guarantee customer
satisfaction, and 64.8 % for customer satisfaction to customer loyalty .
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Keywords
BUKTI FISIK, JAMINAN LAYANAN, KEPUASAN PELANGGAN, LOYALITAS PELANGGAN