Alfiandi, Indra (2016) Analisis Signifikansi Kualitas Pelayanan, Kepuasan, dan Kepercayaan Terhadap Loyalitas Pelanggan dengan Menggunakan Structural Equation Modelling (Studi Kasus di Swalayan KPRI UB),. Sarjana thesis, Universitas Brawijaya.
Abstract
Koperasi Pegawai Republik Indonesia Universitas Brawijaya (KPRI UB) adalah suatu unit usaha di Universitas Brawijaya. Di dalamnya terdapat beberapa unit usaha, salah satunya adalah swalayan. Dalam beberapa tahun belakangan ini, pertumbuhan bisnis swalayan atau minimarket bertambah pesat yang ditandai dengan bermunculannya swalayan atau minimarket baru. Swalayan KPRI UB harus mampu bersaing dan tetap eksis dengan mempertahankan pelanggan lama dan juga mendapatkan pelanggan baru. Namun, berdasarkan observasi pendahuluan, diketahui bahwa masih terdapat beberapa jenis keluhan pelanggan. Untuk dapat menciptakan loyalitas pelanggan, maka perlu untuk mengetahui faktor-faktor yang berpengaruh terhadap terciptanya loyalitas pelanggan serta senantiasa meningkatkan kualitas pelayanan untuk dapat memenuhi kepuasan pelanggan. Penelitian ini bertujuan menganalisis pengaruh kualitas pelayanan, kepuasan pelanggan, dan kepercayaan terhadap loyalitas pelanggan. Structural Equation Modelling (SEM) merupakan teknik statistik multivariat yang bertujuan untuk menguji hubungan-hubungan antar-variabel yang ada pada sebuah model, baik itu antara indikator dengan konstruknya, maupun hubungan antar-konstruk. Dalam penelitian ini, menggunakan software Analysis of Moment Structure (AMOS) 22 untuk proses pengolahan SEM. Terdapat 200 responden yang dimintai pendapatnya melalui kuesioner pada penelitian ini. Ada empat konstruk yang diteliti dalam penelitian ini yaitu kualitas pelayanan, kepuasan pelanggan, kepercayaan, dan loyalitas pelanggan. Masingmasing konstruk dijelaskan oleh beberapa indikator. Hasil dari penelitian ini menunjukkan bahwa ada pengaruh signifikan antara kepuasan pelanggan terhadap loyalitas pelanggan dengan nilai koefisien analisis jalur (p) sebesar 1,945. Ada pengaruh signifikan antara kualitas pelayanan terhadap kepuasan pelanggan dengan nilai koefisien analisis jalur (p) sebesar 0,954. Ada pengaruh signifikan antara kepuasan pelanggan terhadap kepercayaan dengan nilai koefisien analisis jalur (p) sebesar 0,922. Sedangkan kualitas pelayanan dan kepercayaan tidak berpengaruh signifikan terhadap loyalitas pelanggan. Indikator Perasaan Puas Menggunakan Jasa (B2) memiliki koefisien factor loading (β) yang relatif tinggi pada konstruk kepuasan pelanggan yaitu sebesar 0,755, kendati demikian item-item pertanyaan pada indikator ini pada hasil kuesioner cenderung diberi jawaban skor yang rendah oleh responden. Oleh karenanya, item-item pertanyaan tersebut akan dipilih untuk dikembangkan sebagai usulan perbaikan untuk meningkatkan loyalitas pelanggan di Swalayan KPRI UB. Usulan perbaikan tersebut antara lain penggunaan scanner barcode, menempatkan petugas kasir yang cepat dan terampil, pengecekan rutin pada mesin / komputer kasir, mengganti sistem operasi komputer yang lama, membudayakan sikap 3S pada karyawan, memberikan pelatihan atau SOP pada karyawan, mewajibkan setiap petugas swalayan pro-aktif menawarkan bantuan pada pelanggan, dan mendayagunakan cermin cembung.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FT/2016/1/051601707 |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 Mar 2016 11:52 |
| Last Modified: | 21 Oct 2021 21:09 |
| URI: | http://repository.ub.ac.id/id/eprint/144156 |
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