PENGARUH KINERJA BAURAN PEMASARAN JASA PENYEBERANGAN LAUT TERHADAP NILAI JASA DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN
| Main Author: | Suhartati, Suhartati |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
STIE Indonesia Banking School
, 2011
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| Subjects: | |
| Online Access: |
http://repository.ibs.ac.id/1345/1/Peer%20Review%201.pdf http://repository.ibs.ac.id/1345/2/Artikel%20Karya%20Ilmiah%20%28%20Dr.%20Suhartati%20%29.pdf http://repository.ibs.ac.id/1345/3/Peer%20Review%202.pdf http://repository.ibs.ac.id/1345/ http://journal.ibs.ac.id/ |
Daftar Isi:
- Sea transportation services in Indonesia in the last few years (post crisis) particularly ferry crossing services industry has declined. In such situation, ferry crossing services companies should make some effort to win the competition, get profit, and growth. To gain enough profit, ferry crossing services companies have to increase their customer loyalty rate. The most effective way to increase customer loyalty rate are creating superior service value and optimizing marketing mix performance. The objective of this research is to analyze the influence of service marketing mix performance toward service value, and the impact toward customer loyalty in ferry crossing services industry. Ferry crossing services industry is attractive to be researched because Indonesia is a maritime country with thousand islands, and 25-40 millions people using this services yearly. The method be used in this research are descriptive survey and explanatory survey, while method of data collection are through interview, observation and questionnaire distribution. Respondent are ferry’s passenger of the three routes in Java Island with the total sample of 401, and data analysis is conducted by using Structural Equation Model with Lisrel 8.51. The conclusion of this research are that in ferry crossing services industry, marketing mix performance will influence service value; service value will influence customer loyalty; marketing mix performance will also influence customer loyalty; and marketing mix performance and service value simultaneously will influence customer loyalty.