CD Tesis

strategi customer loyalty melalui after sales service pada dealer mobil honda di kota pekanbaru

---

The increasingly intense competition in the automotive industry has made customer loyalty a key factor in maintaining long-term business sustainability. The background of this study is the decline in Honda car sales in Indonesia and Pekanbaru from 2022 to 2024. This condition indicates the need to improve the quality of after- sales service in order to retain customer loyalty amidst the tight competition in the automotive industry.
The objective of this study is to analyze the influence of after-sales service on customer loyalty, both directly and indirectly through brand equity and customer satisfaction as intervening variables. This study also aims to provide strategic recommendations for Honda dealers to enhance customer loyalty.
This research was conducted using a quantitative explanatory method. Data were collected through questionnaires distributed to 105 customers of the Honda Soekarno Hatta car dealership in Pekanbaru who had completed paid service at least twice within a year. The data analysis technique employed Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), using the SmartPLS software. The research findings indicate that after sales service has a positive but weak influence on customer loyalty. After sales service has a very strong influence on brand equity and a moderate influence on customer satisfaction. Brand equity has a positive and strong influence on customer satisfaction, while customer satisfaction has a positive and moderate influence on customer loyalty. Brand equity also has a positive and moderate influence on customer loyalty. Furthermore, after-sales service influences customer loyalty indirectly through brand equity and customer satisfaction, although the effect is weak. Customer satisfaction has a positive but weak mediating
effect on the relationship between brand equity and customer loyalty.
Customer loyalty strategies through after-sales service that can be implemented include adjusting service prices to be more affordable, providing high-quality services with professional and responsive technicians, strengthening personal communication with customers, and developing loyalty programs such as routine service discounts, reward points, and VIP services. In addition, it is important to strengthen emotional connections with customers through consistent, friendly, and value added services to build long term loyalty.
Keywords: After Sales Service, Brand Equity, Customer Satisfaction, Customer Loyalty

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2310246802

Penerbit

Pekanbaru : UNRI – PASCA – Magister Manajemen., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2310246802

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Magister Manajemen

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar