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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Thesis Magister Management Universitas Widyatama Bandung
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 .
BUKTI FISIK, JAMINAN LAYANAN, KEPUASAN PELANGGAN, LOYALITAS PELANGGAN