Basuki, Rizqy Aziz (2019) Pengaruh Relational Benefits Terhadap Kepuasan, Komitmen Dan Loyalitas Survey Terhadap Pelanggan Gojek. Magister thesis, Universitas Brawijaya.
Abstract
Perusahaan yang dulunya lebih berfokus pada kegiatan transaksional kini harus mulai beralih pada kegiatan relationship guna mendekatkan diri dengan konsumen. Salah satu implementasi relationship marketing ialah konsep relational benefits, diasumsikan bahwa kedua belah pihak dalam suatu hubungan harus mendapat keuntungan dari hubungan agar hubungan terus berlangsung dalam jangka panjang. Penulis tertarik dengan fenomena kemunculan serta persaingan antara perusahaan-perusahaan transportasi online di Indonesia. Persaingan yang terjadi belakangan ini diantara perusahaan-perusahaan transportasi online, mengisyaratkan bahwa perusahaan haruslah menerapkan strategi yang tepat agar dapat berhasil dan bertahan pada sektor layanan transportasi online ini. Relational benefits merupakan salah satu strategi yang tepat bagi perusahaan untuk meraih kualitas hubungan (kepusasan, komitmen, dan loyalitas) dengan pelanggannya. Berdasarkan uraian diatas, maka tujuan penelitian ini adalah untuk menguji konsep relationship marketing menggunakan relational benefits, terutama dari perspektif eksperiensial (pengalaman) pelanggan terhadap layanan transportasi online. Mengukur pengaruh relational benefits terhadap kepuasan, komitmen, dan loyaliats pelangaan. Serta mengetahui apakah provider layanan transportasi online Gojek memiliki hubungan yang stabil, terus menerus, dan jangka panjang dengan pelanggannya. Jenis penelitian ini adalah causal research. Penelitian ini menggunakan desain survey dengan teknik sampling purposive sampling yang dilakukan pada pelanggan gojek Indonesia dengan responden sebanyak 357 orang yang dipilih dari 10 kota di seluruh Indonesia. 10 kota tersebut adalah Medan, Palembang, Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Malang, Denpasar, dan Makassar. Structural Equation Model (SEM) berbasis Partial least Square (PLS) digunakan sebagai alat analisis dalam penelitian ini. Hasil penelitian menunjukkan bahwa relational benefits secara signifikan berpengaruh terhadap kepuasan, komitmen dan loyalitas pelanggan. Kemudian kepuasan dan komitmen memediasi secara partial antara relational benefits dengan loyalitas pelanggan. Selanjutnya, kepuasan, komitmen pelanggan berpengaruh secara signifikan terhadap loyalitas pelanggan. Hasil penelitian pengaruh relational benefits terhadap kepuasan, komitmen, dan loyalitas pelanggan gojek ini mendukung penelitian sebelumnya. Tentu hal ini menunjukan bahwa program relational benefits yang sudah diupayakan oleh pihak gojek sudah berhasil untuk memperoleh kepuasan, komitmen, loyalitas pelanggannya.
English Abstract
Companies that used to focus on transactional activities are recommended to start focusing on relationship activities to get closer to customers. One of relationship marketing implementation is the implementation of relational benefits concept, within relational benefit approach, two-related parties have to obtain benefits from the relationship in order to bring the relationship to a long-term one. The researcher was interested in the arise and competition between online transportation companies in Indonesia. The heated competition among online transportation companies urges companies to apply the most appropriate business strategy in order to stay competitive. A company's existence would be threatened and the company might not be able to compete for the tight competition unless an appropriate strategy is applied. In this case, a relational benefit is an appropriate strategy to implement which allows a company to maintain the quality relationship (satisfaction, commitment, and loyalty) with the customers. Regarding those facts the purpose of this study is to discuss the concept of relationship marketing using relational benefits perspective, a priority from an experiential (customer experience) perspective on online transportation services. Measuring the effect of relational benefits on satisfaction, commitment, and loyalty for customers, And understand whether online transportation service provider Gojek has a stable, continuous and long-term relationship with customers. Research type is causal research was conducted using a survey design, which samples were selected using a purposive sampling technique. The samples of this research were 357 Gojek Indonesia customers from 10 cities (Medan, Palembang, Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Malang, Denpasar, dan Makassar) in Indonesia. Structural Equation Model (SEM) based on Partial Least Square (PLS) was employed as the data analysis tool. The results of this research showed that relational benefits significantly influenced customer satisfaction, commitment, and loyalty. Customer satisfaction and commitment were also confirmed to abridge the relationship between relational benefit and customer loyalty. Furthermore, customer satisfaction and commitment significantly influenced customers' loyalty. The findings of this research on the influence of relational benefit on the satisfaction, commitment, and loyalty of Gojek customers support the results of previous research. This research shows that the relational benefit program run by Gojek has succeeded in gaining satisfaction, commitment, customer loyalty.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/388/BAS/p/2019/041906617 |
| Uncontrolled Keywords: | TRANSPORTATION, PUBLIC TRANSPORTATION |
| Subjects: | 300 Social sciences > 388 Transportation |
| Divisions: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Nov 2019 01:38 |
| Last Modified: | 18 Nov 2019 01:38 |
| URI: | http://repository.ub.ac.id/id/eprint/175606 |
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