ANALISIS PENGARUH KUALITAS PELAYANAN, KEPUASAN PELANGGAN, KOMITMEN DAN KEKUATAN HUBUNGAN TERHADAP WORD OF MOUTH (Studi Kasus pada Konsumen Bengkel SUZUKI MOBIL PT Persada Lampung Raya di Bandar Lampung)
| Main Author: | RIZKY YUDISTIRA , 1516051045 |
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| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/65703/1/ABSTRAK.pdf http://digilib.unila.ac.id/65703/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/65703/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/65703/ |
Daftar Isi:
- Kebutuhan alat transportasi ini membuat pasar otomotif nasional mengalami kemajuan yang cukup pesat , untuk dapat terus bertahan pelaku usaha industri otomotif harus mampu bersaing dengan kompetitor lain dalam merebut hati konsumen agar penjualan mobil terus meningkat. Mobil Suzuki merupakan salah satu jenis merk mobil yang banyak di temui di tanah air , mobil asal pabrik jepang ini merupakan produsen mobil yang produksinya termasuk dalam merk mobil yang disukai masyarakat. Untuk dapat memenangkan persaingan dan meningkatkan penjualan , manajemen Suzuki juga dituntut untuk mengembangkan strategi pemasaran yang tepat. Salah satu strategi pemasaran yang selalu menjadi fenomena yang menarik untuk dibicarakan adalah Word Of Mouth ( WOM ) atau biasa disebut dengan promosi dari mulut ke mulut. Hasil penelitian didapat kualitas pelayanan ( t hitung = 6,565 > t tabel = 1,660) , kepuasaan pelanggan ( t hitung = 8,533 > t tabel = 1,660) , komitmen ( t hitung = 7,921 > t tabel = 1,660), kekuatan hubungan ( t hitung = 4,645 > t tabel = 1,660) berpengaruh terhadap Word Of Mouth. Kualitas pelayanan , kepuasaan pelanggan , komitmen , kekuatan hubungan secara bersama sama berpengaruh terhadap Word Of Mouth pada bengkel Suzuki Mobil PT. Persada Lampung Raya di Bandar Lampung. Diharapkan pimpinan bengkel suzuki mobil PT.Persada Lampung Raya di Bandar Lampung untuk lebih meningkatkan kualitas pelayanan , kepuaasaan pelanggan , komitmen dan kekuatan hubungan terhadap konsumen bengkel suzuki mobil PT. Persada Lampung Raya. Kata Kunci : Kualitas Pelayanan , Kepuasaan Pelanggan , Komitmen , Kekuatan Hubungan , Word Of Mouth The need for this means of transportation has made the national automotive market progress quite rapidly. In order to survive, the automotive industry must be able to compete with other competitors in winning the hearts of consumers so that car sales will continue to increase. Suzuki car is one type of car that is often found in the country, the car from the Japanese factory is a car manufacturer whose production is included in the car brands that enter the community. To be able to win the competition and increase sales, Suzuki management is also required to develop the right marketing strategy. One of the marketing strategies that has always been an interesting phenomenon to talk about is the Word Of Mouth (WOM) or commonly known as word of mouth promotion. The results of the research on service quality (t count = 6.565> t table = 1.660), customer satisfaction (t count = 8.533> t table = 1.660), commitment (t count = 7.921> t table = 1.660), the strength of the relationship (t count = 4.645 > t table = 1.660) affects the Word Of Mouth. Service quality, customer satisfaction, commitment, mutual relationship affect the Word Of Mouth at the Suzuki Mobil PT. Persada Lampung Raya in Bandar Lampung. It is hoped that the leadership of the PT Persada Lampung Raya car workshop in Bandar Lampung is expected to improve service quality, customer satisfaction, commitment and strength to customer relations at the PT. Suzuki car workshop. Persada Lampung Raya. Keywords: Service Quality, Customer Satisfaction, Commitment, Strength of Relationships, Word Of Mouth