PENGARUH KUALITAS PELAYANAN, HARGA, LOKASI DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PENGGUNA JASA PENGIRIMAN PAKET PT.POS INDONESIA (PERSERO) (TA 13.17.21.51)

Banondari, Anisya Dwi and Dewi, Nurlaela Kumala and Lestiani, Melia Eka (2021) PENGARUH KUALITAS PELAYANAN, HARGA, LOKASI DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PENGGUNA JASA PENGIRIMAN PAKET PT.POS INDONESIA (PERSERO) (TA 13.17.21.51). Diploma thesis, STIMLOG INDONESIA.

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Abstract

ABSTRAK Dilihat dari kondisi saat ini dapat dikatakan bahwa PT.Pos Indonesia (Persero) mampu bersaing dengan perusahaan lain tetapi terdapat ketidak tercapaian nya salah satu indikator loyalitas konsumen, dimana masih banyak konsumen yang menyampaikan hal negatif yang menjadikan brand PT.Pos Indonesia (Persero) semakin menurun, sehingga konsumen beralih menggunakan jasa pengiriman paket selain dari PT. Pos Indonesia (Persero). Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan, harga, lokasi dan citra merek terhadap loyalitas konsumen, sehingga PT.Pos Indonesia (Persero) dapat mengetahui strategi apa yang diberikan agar loyalitas konsumen dapat terus ditingkatkan. Penelitian ini dikategorikan sebagai penelitian survei, dimana instrument penelitian ini berupa kuesioner dengan sampel sebanyak 100 responden yang ditentukan melalui teknik simple random sampling. Uji validitas instrument menggunakan rumus product moment sedangkan uji reliabilitasnya menggunakan Alpha Cronbach. Teknik analisis yang digunakan adalah analisis jalur dengan program SPSS. Hasil penelitian menemukan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap citra merek dengan nilai koefisien jalur variabel KP ke CM sebesar 0,144 dengan thitung sebesar 2,195. Citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen karena memiliki nilai koefisien jalur variabel CM ke LK (p4) sebesar 0,807 dengan thitung sebesar 13,524 dan memiliki pengaruh langsung sebesar 65,1% terhadap loyalitas konsumen PT. Pos Indonesia (Persero). Berdasarkan hasil pengolahan data, variabel yang harus dioptimalkan adalah variabel harga karena memiliki nilai pengaruh langsung yang cukup tinggi terhadap citra merek dan loyalitas konsumen yang artinya memberikan pengaruh cukup besar terhadap citra merek dan loyalitas konsumen. Kata Kunci: Transportasi, Kualitas Pelayanan, Jasa Pengiriman Paket, Citra Merek, PT. Pos Indonesia (Persero), Path Analysis, Loyalitas Konsumen ABSTRACT Judging from the current conditions, it can be said that PT. Pos Indonesia (Persero) is able to compete with other companies but there is an inability to achieve one of the indicators of consumer loyalty, where there are still many consumers who convey negative things that make the brand PT. Pos Indonesia (Persero) increasingly decreased, so consumers switch to using package delivery services other than PT. Pos Indonesia (Persero). The purpose of this study is to determine the effect of service quality, price, location and brand image on consumer loyalty, so that PT. Pos Indonesia (Persero) can find out what strategies are given so that consumer loyalty can continue to be improved. This research is categorized as a survey research, where the research instrument is a questionnaire with a sample of 100 respondents determined through simple random sampling technique. The instrument validity test uses the product moment formula while the reliability test uses Cronbach's Alpha. The analytical technique used is path analysis with the SPSS program. The results of the study found that service quality has a positive and significant effect on brand image with the path coefficient value of the variable KP to CM of 0.144 with tcount of 2.195. Brand image has a positive and significant effect on consumer loyalty because it has a path coefficient value of CM to LK (p4) of 0.807 with tcount of 13.524 and has a direct influence of 65.1% on consumer loyalty of PT. Pos Indonesia (Persero). Based on the results of data processing, the variable that must be optimized is the price variable because it has a fairly high direct influence value on brand image and consumer loyalty, which means that it has a large enough influence on brand image and consumer loyalty. Keywords: Transportation, Service Quality, Package Delivery Service, Brand Image, PT. Pos Indonesia (Persero), Path Analysis, Consumer Loyalty

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HE Transportation and Communications
Depositing User: Unnamed user with email [email protected]
Date Deposited: 22 Feb 2022 04:04
Last Modified: 22 Feb 2022 04:04
URI: http://eprint.ulbi.ac.id/id/eprint/61

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