PENGARUH PERSEPSI NILAI PELANGGAN DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN CITARASA BAKERY BONTANG

Sri Handayani Saleh, Tetra Tetra Hidayati, Asnawati Asnawati Asnawati

Abstract


 

Sri Handayani S, 2018. The influence of Customer Value Perceptions and Consumer Decisions on Citarasa Bakery Bontang Consumer Loyalty, guided by Mrs. Tetra Hidayati, SE.,M.Si as Lecturer I and Mrs. Asnawati, SE.,MM as Supervisor II.

 

The purpose of this study was to determine the effect of Customer Value Perception and Consumer Statisfaction on Citarasa Bakery Bontang Consumer Loyalty.

 

The analyticcal tool used in this study is multiple regression analysis consisting of Multiple Linear Regression Test, Correlation Test (R), Determination Coefficient Test (R2), F test (Simultaneous relationship analysis test), and T test (relationship analysis test Partial) using the SPSS version 20 program.

 

The results of data analysis using SPSS resulted by regression equations as the follows: Y = 13.512 - 0,019X1 + 0,445X2  Based on the analysis results obtained simultaneously show that the perception of customer value (X1), and statisfaction (X2), has a significant effect on consumer loyalty (Y). Then partially show that the perception of customer value (X1) has no positive and insignificnt effect on consumer loyalty (Y), while the statisfaction variable (X2) has a positive and significant effect on consumer loyalty (Y)


Keywords


Perception of Value, Statisfaction, and Loyalty

References


Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing. https://doi.org/10.2307/1252310

Ferdinand, P. D. A. (2006). Metode Penelitian Manajemen: Pedoman Penelitianuntuk Skripsi, Tesis dan Disertasi Ilmu Manajemen. BP Undip 2. https://doi.org/10.4304/jcp.8.2.326-333

Ferrinadewi, E., & Djati, S. P. (2004). Upaya Mencapai Loyalitas Konsumen dalam Perspektif Sumber Daya Manusia. Jurnal Manajemen Dan Kewirausahaan (Journal of Management and Entrepreneurship). https://doi.org/http://dx.doi.org/10.1016/S0166-5162(96)00034-1

Ghozali, I. (2012). Aplikasi Analisis Multivariat dengan Program IBM SPSS 20 (Edisi keenam). Semarang: Universitas Diponegoro. Sugiyono.(2008). Metode Penelitian Bisnis.

Gunistiyo, Drs.M.Si, 2009. Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan dan Loyalitas Konsumen: Studi Kasus pada Rumah Makan ”Indonesia” di Kota Tegal, Laporan Penelitian, Tegal: Universitas Pancasakti

Griffin, R. (2006). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. MIT Press Books. https://doi.org/10.1109/IEMDC.2003.1210404

Hair, et, al. (2008). Multivariate Data Analysis. Sixth Edition. New Jersey : Pearson Education.

Hurriyati, R. (2005). Bauran pemasaran dan loyalitas konsumen. Bandung: Alfabeta. https://doi.org/10.1055/s-2003-45111

Kartajaya, Hermawan. 2004. Marketing In Venus. Jakarta: PT.Gramedia

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran. Marketing. https://doi.org/10.1002/mus.22001

Kotler, Philip. 2004. Manajemen Pemasaran Edisi Millenium. Jakarta : Indeks.

Kotler, Philip dan Gary Armstrong. 2002. Prinsip-prinsip Pemasaran. Jakarta: Salemba Empat.

Kotler, P., & Keller, K. L. (2007). Manajemen pemasaran Jilid 1. Jakarta: Indeks.

Lau, G. T., & Lee, S. H. (1999). Consumers’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management. https://doi.org/10.1023/A:1009886520142

Lupiyoadi, R. (2001). Manajemen Pemasaran Jasa Teori dan Praktik. Salemba Empat. https://doi.org/10.1002/cb.84

Pratiwi, Pramana. 2010, Analisis Pengaruh Kualitas Pelayanan, Kepuasan Pelanggan dan Lokasi terhadap Loyalitas Pelanggan (Studi Kasus pada Warnet Chamber), Semarang: Universitas Diponegoro

Priyatno, D. (2014). SPSS 22 Pengolahan data Terpraktis. In SPSS 22 Pengolahan data Terpraktis. https://doi.org/10.1016/j.procs.2011.01.042

Rangkuti, Freddy. 2003. Measuring Customer Satisfsction. Jakarta: PT Gramedia Pustaka Utama.

Rangkuti, Freddy. 2006. Riset Pemasaran, Cetakan Keenam. Gramedia, Jakarta.

Sugiyono. (2013). Metode Penelitian Manajemen. Alfabeta. https://doi.org/10.1177/004057368303900411

Simamora, Bilson. 2007. Panduan Riset Dan Perilaku Konsumen, Penerbit PT. Gramedia, Jakarta.

Tjiptono. (2007). Strategi Pemasaran, edisi kedua. https://doi.org/10.1016/j.ajodo.2005.02.022

Wungow, R. (2013). KUALITAS LAYANAN, CITRA, NILAI DAN KEPUASAN PENGARUHNYA TERHADAP LOYALITAS PELANGGAN HOTEL ROCK RAND MANADO. Jurnal EMBA. https://doi.org/10.1017/CBO9781107415324.004

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing. https://doi.org/10.1002/mar.20030

Tabel 4.12 Tidak terpengaruh akan pengaruh negatif mengenai produk citarasa (Y2)

Sumber : Data Primer yang diolah, 2018

Melihat tabel 4.12 trsebut diatas dapatlah diketahui jawaban responden citarasa bakery mengenai tidak akan terpengaruh akan pengaruh negatif terhadap produk citarasa bakery yaitu sebagai berikut : bahwa responden yang memberi skor tertinggi yaitu pada penilaian 8 sebanyak 17 responden atau 28,3%.




DOI: https://doi.org/10.29264/jimm.v5i4.5355

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jurnal Ilmu Manajemen Mulawarman (JIMM)

Crossref logo 

Editorial Address

Jurnal Ilmu Manajemen Mulawarman (JIMM)
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jimm.feb@gmail.com