PENGARUH KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK PADA PENGGUNA KARTU PRA-BAYAR SIMPATI
Abstract
Customer Satisfaction is an initial factors to influence the intention of customers to make a repeat buying. Mark loyality is a decision by customers to buy a certain mark in comparison to the others in the same category of product.
The research question is how much the influence of customer satisfaction on mark loyality for Simpati pre-paid card users.
Primary data was collected directly through its object which is pre-paid card users in Banda Aceh. while Secondary data was from archival research and literature. The sample of the study consists of 50 Muhammadiyah Aceh University students users of Simpati Pre-paid card.
The result of the study exhibits that customer satisfaction significantly influence mark loyality for Simpati pre-paid card users. It is shown by somee factors namely expectation, product performance, comparability, confirmation and unsuitable. The most dominat factor is expectation, followed by product performance. Thus, the increase in ecpectation and product performance lead to the increase in mark loyality for Simpati pre-paid card users.
References
Aaker, David A. 2000. Manajemen Ekuitas Merek. Jakarta: Mitra Utama.
Azwar, S. (2000). Metodologi Penelitian. Yogyakarta: Pustaka Pelajar
_____ (2004). Validitas dan Reliabilitas. Yogyakarta: Pustaka Pelajar.
Assael, Henry. 2002. Consumer Behavior and Marketing Action(fourth edition). Massachusetts: Kent Publishing Company.
Caruana, A dan Ewing, Michael T. 2002. Marketing Within the Public Sector, Journal of Nonprofit & Public Sector Marketing. The Haworth Press, Inc. All rights reserved
Cote, Joseph A & Giese, Joan L. 2000. DefiningConsumer Satisfaction. Journal of Marketing. Vol. 2000. No.1. (http://www.amsreview.org/articles/giese01- 2000.pdf)
Cuccia, Nanette. 2001. Mutual Fund Branding and the Total Customer Experience. [online]http://www.pyramidupdate.co./article/default.asp?articl e.id=49.
Durianto, Darmadi, dkk., 2004. Brand Equity Trend: Strategi Memimpin Pasar. Jakarta: PT. Gramedia Pustaka Utama.
Durianto, Darmadi, dkk., 2001. Strategi Menaklukkan Pasar s Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
Erna Ferrinadewi, 2004. Merek dan Psikologi Konsumen. Yogyakarta: Graha Ilmu.
Gommans, Marcel, Krishnan, Krish S. dan Scheffold Katrin B. 2001. From Brand Loyalty to E-Loyalty: a Conceptual Framework. Journal of Economic and Social
Giddens, Nancy & Hofmann, Amanda. 2002. Brand Loyalty. [on-line] http:// www.extension.iastate.edu/agdm/ wholefarm.
Gujarati, 2000. Basic Econometrics. fourth edition McGraw-Hill, New York.
Hadi, S. (2000). Metodologi Research (Jilid I). Yogyakarta: Penerbit Andi.
Knapp, Duanne E. 2002. The Brand Mindset (Edisi Bahasa Indonesia). Yogyakarta: Penerbit Andi.
Marconi, Joe. 1993. Beyond Branding. Chicago: Probus Publishing Company.
Menon, 2001. Mengukur Kepuasan Pelanggan. Yogyakarta: Graha Ilmu.
Mowen, John,C & Minor, Michael. 2002. Perilaku Konsumen Jilid II (Edisi bahasa Indonesia). Jakarta: Erlangga.
Mowen, John,C & Minor, Michael. 2002. Perilaku Konsumen Jilid II (Edisi bahasa Indonesia). Jakarta: Erlangga.
McGoldrick & Andre. 2004. Strategi Perluasan Merek dan Loyalitas Konsumen. Jurnal Psikologi. Vol.7, No.3, Desember 2005. Universitas Airlangga
Nunnally, 2002. Aplikasi Analisis Data dengan Program SPSS, Badan Penerbit Universitas Diponegoro, Semarang.
Purwadi, 2000. Teologi Filsafat dan Sains. Malang: UMM Press.
Schiffman, Leon G & Kanuk, Leslie L. 2004. Consumer Behavior (eight edition). New Jersey: Prentice Hall.
Simamora, Bilson. 2002. Aura Merek (7 Langkah Membangun Merek yang kuat). Jakarta : PT. Gramedia Pustaka Umum.
Sugiyono. (2006). Statistika Untuk Penelitian. Bandung: Alfabeta
Sumarwan, U. 2003. Perilaku Konsumen: Teori dan Penerapannya. Jakarta: PT. Gramedia.
Singgih Santoso, 2010. Pengolahan Data Statistik dengan SPSS 12.0, Jakarta: PT. Elex Media Komputindo.
Tjiptono, Fandy & Chandra, Gregorius. 2005. Service, Quality and Satisfaction. Yogyakarta: Penerbit ANDI.
Zinkhan & Arnould, Price. 2002. Consumerism. New York: McGraw Hill.
DOI: https://doi.org/10.37598/jimma.v1i2.319
Refbacks
- There are currently no refbacks.