CD Tesis

Pengaruh Harga Dan Kualitas Pelayanan Terhadap Loyalitas Di Mediasi Oleh Kepuasan Pelanggan Pada Jasa Transportasi PT. Fajar Riau Wisata Dumai-Pekanbaru

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SUMMARY


Business competition between service companies is very tight both in the domestic market and in the international market. Service companies that want to develop must be able to provide quality services at competitive prices, faster service, and better service to customers than their competitors. The rapid development of the automotive industry in Indonesia makes the level of competition tight, especially in the car industry which has an impact on human life, especially the world of transportation today. Humans are required to move more quickly and proactively. This is what causes people to want a means of transportation whose function is much more effective in its use, such as four-wheeled vehicles or cars.
In addition, it is undeniable that the car in today's era is an important need for society. Not only the upper middle class, but also society in general. This condition forces companies to be able to do various ways and strategies to win the competition. One of the efforts that can be done is related to the marketing concept, namely the company must be able to build the most appropriate service system which is expected to be able to create a competitive advantage that is more than its competitors. The Transportation Business in Riau Province has again increased significantly, according to data from the Association of Indonesian Automotive Industries (GAIKINDO), in 2021, the increase in the purchase of Bus cars in 2020, which again reached 100, namely 168 units, or an increase of 68 units compared to the previous year of 75 units.
This study aims to see and determine the direct and indirect effect of price and service quality on loyalty mediated by customer satisfaction. The population in this study is the population in this study are customers (passengers) of PT. Fajar Riau Wisata which amounted to 19,876 using a questionnaire. This study uses probability sampling which provides equal opportunities for each element of the population to be selected as members of the sample. With the criteria of passengers who are over 17 years old and have used transportation services more than once. Determination of the sample in this study using Isaac and Michael's table from a certain population with a level of 10%.
Price has a significant positive effect on customer satisfaction. This means that with the suitability of prices and benefits received by customers will provide a level of satisfaction to customers. Service quality has a significant positive effect on customer satisfaction. This means that with good service quality where there is courtesy and friendliness to customers and also a guarantee on time on departure so that the level of customer satisfaction will be more satisfied.
Price has a significant positive effect on loyalty. This means that the better the price given to customers in accordance with the benefits received and the price is able to compete so that it will provide an increase in loyalty. Service quality has a significant positive effect on loyalty. This means that the better the quality of service provided to customers is assessed from the accuracy in serving and responding well to every complaint so that customers will become loyal to the services provided.
Customer satisfaction has a significant positive effect on loyalty. This means that with satisfaction in customers where the company has an effective complaint handling system and is able to establish long-term relationships, it will have an effect on increasing loyalty.
Customer satisfaction is able to mediate the effect of price on loyalty. This means that the more satisfied customers of transportation services where there is certainty of departure and supported by competitive prices and providing benefits will certainly increase loyalty.
Customer satisfaction is able to mediate the effect of service quality on loyalty. This means that with the quality of service in accordance with the wishes of the customer, it will provide an increase in loyalty plus the level of satisfaction felt by the customer in serving providing comfort so that it will provide a high level of loyalty to the company.

Keywords : Price, Service Quality, Customer Satisfaction and Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1710241779

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1710241779

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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