EFFECT OF SERVICE QUALITY AND PRICE ON VALUE OF CUSTOMER SATISFACTION AND USE OF THE SERVICE (A Case Study Workshops Seruyan Motor) Sari Hayati Ali Darwan University
[email protected]
ABSTRACT This study aims to Determine the effect of service quality and price to the value of the customer and the service user satisfaction service. The population is customers who Came to the workshop in Kuala Pembuang Seruyan motors with a sample of 100 people. This study used a stratified sampling method sampling incident by Determining the number who Came to the workshop, the which Incidentally encountered by a person who is assigned to distribute questionnaires. Quality of service, and price Affect the value of the customer and jointly will Affect Determining the purchasing decisions of customers in services, the which later will Affect customer satisfaction. The quality of service, pricing and customer value in this study are all factors that influence customer satisfaction. Based on the above results it is known that show positive results and significant correlation between quality of service, pricing and customer value to customer satisfaction together -Same Obtained from the simple linear regression test and multiple regression test. Where based on variables that have a major influence on customer satisfaction is the variable customer value the which is equal to 0258, then the variable quality of service amounted to 0,100, and the last variable price of 0,030. The greatest effects of Reviews These three variables items, namely customer value of 0258, it is because of the great attention of the workshop Seruyan motors to create a whole customer satisfaction through easy - convenience and value - the value that Gives a good impression on customers, such as the ease of the procedure the queue is not complicated - convolution, a strategic location and easy to find, has a good image-owned workshops Seruyan motors, and offers a variety of facilities - the facilities were superior Compared to the others. Overall it can be concluded that there is a very close correlation between the factors of service quality, price, customer value and customer satisfaction. By providing good service quality and implement price / tariff cost to the customer, and the high valuation of the company through customer value it will have a positive impact on customer satisfaction. If all four of Reviews These factors are balanced then the workshop bersinergis Seruyan the motor will get satisfied customers who will be a positive influence on the survival of a company in this case Seruyan motors.
Keywords: Quality, Price, Value, Satisfaction.
Introduction Servicesservices in the field of service motorcycle increasingly competitive today, with the increasing number of competitors operating in the same field. The service sector is the sector most changes as a result of the rapid changes experienced by other factors, such as policy changes in relation to globalization and new technological changes that directly raise the competitive climate in the industry. 76
Factors customer is very important for any company, so that each company will always be aware of the importance of customer factors and are required to seek and find and build a management system that could potentially to increase and retain customers aiming to maintain the viability of the company. The increasingly fierce competition, where more and more manufacturers involved in fulfilling the needs and desires of consumers, this matter caused every company must put orientation on customer satisfaction as a primary goal. The company's attention to the satisfaction or dissatisfaction of customers also began to increase. All seen from the increasing number of companies that include a commitment to customer satisfaction in its mission statement and its publication to the consumer. Customers always want to get better services to be satisfied and never feel satisfied before getting the expected value of the desired services. The essence of satisfaction is the fulfillment of customer perceived value to their needs. Companies should be aware of if you want to retain customers by giving satisfaction to their company must know how to create and improve the quality of service for customers. Quality of service is created and enhanced not measured from the standpoint of the company, but should be measured from the customer's perspective(perceivedquality). In creating and improving the quality of service for customers will positively affect customer satisfaction. Customers who are satisfied will continue its business with the company, and will provide recommendations to other customers in order to do what he does. Customers will be loyal to the company that provides the quality of service is good for them. So also for companies that loyal customers will provide high value to the company. If a company is able to deliver value and satisfaction (value and satisfaction) to the user's own service, the company managed to offer services to the service user service. "Value (value) is an estimate of the services, the service over the entire product's ability to satisfy its needs. That the benefits include functional benefits and emotional benefits. costs include monetary costs, time costs, energy costs and physical costs. So companies competing to provide the highest value for user service, because consumers want maximum value. The greater the benefits provided, the greater the value obtained by the customers of these products. Customer perception can provide a very important meaning for the decision to use the services of the company. Customer perception, especially in the automotive industry is very abstract and subjective. Abstract for automotive service have products and also providing services, while the subjective nature due to customers affected by the confidence and customer experience itself. Customers naturally want maximum value is limited by the cost of the search, knowledge, mobility and limited income. Customers form an expectation of value and act on it. The higher the value perceived by the customer, the greater the likelihood of a relationship. In addition to the quality of service or service that consumers want. Satisfaction as the key to retaining customers, providing high customer satisfaction then the competitor will be difficult to break through barriers and offer a lower price. The service user is a customer service and understanding of customer satisfaction is the extent to which the benefits of a product is felt (perceived) in accordance with what their customers expect, not satisfied when the results are not in line with expectations or customer satisfaction is the customer perception that the expectations have been met and exceeded. Quality of service is a dynamic condition is always associated with services, people, processes, and environments that meet and exceed expectations. Quality of service can be defined is the expected level of excellence and control over the level of excellence to meet the users own service.
77
Price is the amount of money charged for a product or service, or the amount of value exchanged for consumers on the benefits for owning or using a product or service. Price is one of the critical success of a company because the price determines how much profit will be obtained by the company from selling its products in the form of goods or services. The price factor also be one of the considerations for customers who want to perform maintenance on its motorcycles. Set the price too high will cause sales to decline, but if the price is too low will reduce the profitability organization. although not a few people who think that in order to care for their vehicles, they do not hesitate to spend a little more expensive to ensure the authenticity of the motor spare parts and obtain maximum satisfaction. Based on that idea in the formulation of the problem in this research are as follows: 1. Is the service quality effect on user satisfaction service services? 2. What is the price effect on user satisfaction service services? 3. Is the customer value effect on user satisfaction service services? Objective Based on the formulation of the problem mentioned above, the purpose of this research is: 1. To determine whether the service quality effect on user satisfaction service services. 2. To determine whether the price effect on user satisfaction service services. 3. To determine whether the customer value effect on user satisfaction service services research related to servicequality,research conducted by Widyasari in 2010, with the title "The Effect of Facilities and Services Customer Satisfaction in Hotel Graha Santika Semarang." With these variables the study was facilities(X-1)and services (X2)as independent variables, and consumer satisfaction (Y) as the dependent variable, showed that there is a significant and positive influence among the facilities and services to customer satisfaction. While the research conducted by Mahanani in 2010, with the title "Quality of service is an effect on customer loyalty." With the variables of research is the Quality of Service (X-1)as an independent variable, and Customer Satisfaction (Y) as the dependent variable, showed that there are significantly and positively influence the quality of service (X), to customer loyalty (Y), the conclusions of the research results Maharani, that the quality of service, positive effect on customer loyalty. Research conducted by Fibrianto in 2011, with the title "Quality Services, affect the loyalty of the customers." With the variables of the study is the quality of services (X-1)as the independent variable, and customer loyalty (Y) as the dependent variable, so didapatkanlah results that there are significantly and positively influence the quality of services (X), to customer loyalty (Y), from Fibrianto research results can be concluded that the quality of service, positive effect on customer loyalty. Research conducted by Zoraya, Nindy in 2012, with the title "Analysis of Customer Satisfaction Of Service Service Stations Motorcycle AHASS Honda." With the variables of the study is the level of customer satisfaction (X) as the independent variable, services service (Y ) as the dependent variable so didapatkanlah result that there are no significant influence and a positive association between the level of customer satisfaction (X), to services service motorcycle shop AHASS Honda (Y), the conclusions of the research results Zoraya and Nindy, that the level of customer satisfaction were affected positively to services service AHASS Honda motorcycle shop. Research was also conducted by Lailia, Suryoko, Saryadi, In 2012 the title of his research is "The Effect of Service Quality, Price and Value Customer Satisfaction Customer Service User Service workshop AHASS 0002 Semarang Honda Center with the variables of 78
research is the quality of service (X1), price (X2),and customer value (X3) as independent variables, user satisfaction service services (Y) as the dependent variable, so didapatkanlah result that there are no significant influence and positive association between quality of service, price, and customer value, to service service user satisfaction, the conclusions from the findings that the quality of service, price, and customer value in determining the influence customer purchasing decisions services, which later will affect customer satisfaction. Research was also conducted by Ikasari, Suryoko, Nurseto, In 2013 the title of his research is "The Effect of Customer Value and Quality Client Service Customer Satisfaction with the research variables are customer value (X1),and quality of service (X2)as the independent variable , customer satisfaction as the dependent variable (Y), so didapatkanlah result that there are positive and significant influence between customer value, and quality of service to the customer satisfaction, the conclusions of the research results that customers value a positive effect on customer satisfaction. User Satisfaction for Service According to Kotler (in Rangkuti 2003) customer satisfaction is feeling happy or disappointed someone as a result of a comparison between the achievements or products are perceived and expected. Basically, the notion of customer satisfaction include the difference between the level of expectation and perceived performance or results. Customer satisfaction by Tse & Wilton quoted by Fandy Tjiptono and Gregory Chandra (2005) is a consumer response to the evaluation of the perception of the difference between the initial expectations or certain performance standards and actual performance as perceived product after product consumption. Customers or consumers who continuously and repeatedly came to a place similar to using your product or service can be said that they were satisfied with the products or services that have been provided by the company. Their feelings are more perceived as something he had hoped craving or desire is reached. Based on the opinions of the above it can be concluded that the service user satisfactionservice,that customer satisfaction is a function of consumers' views on the performance of the product and customer expectations. Consumers are maximizing the value, they form the expectation value and act accordingly. Customers will buy a company that they consider provide value to the customer (customer value) is the highest. This means that the seller must specify the total for the consumer and the total costs for consumers offered by each of the competitors to know the position of their own bid. In connection with the increasingly dominated services sector, the direct impact on the condition of making the service consumer becomes more controlled and claimant information. Customers today tend to be more clever, like selecting, more demanding, learn well the product or service offered, low loyalty, very concerned about the price, choose a relatively limited time, as well as finding the highest value. Customer Value Customers always want to get better services to be satisfied and never feel satisfied before getting the expected value of the desired services. The essence of satisfaction is the fulfillment of customer perceived value to their needs. Companies should be aware of if you want to retain customers by giving satisfaction to their company must know how to create and improve the quality of service for customers. Quality of service is created and enhanced not measured from the standpoint of the company, but should be measured from the customer's perspective(perceivedquality). Customer Value as the quality of the perception the market and adapted to the relative prices of products the company Butz and Goodstein confirms that Customer Value is the 79
emotional bond that can exist between the customer and the manufacturer after a customer uses the product or service that produced such vendors and found that the product concerned provide value plus (Gale & Wood, in Tjiptono 2006). A company managed to offer a product / service to the customer if it is able to deliver value and satisfaction(valueandsatisfaction).(Kotler and Keller, 2006). Value is the estimated consumers over the entire product's ability to satisfy its needs. To the satisfaction of its customers through easiness and values that give a good impression on customers, such as ease of procedure queues are not complicated, strategic location and easy to find, offering a wide range of facilities that are superior not offered by another workshop, then have a good image owned Seruyan Motor Repair. In fact, creating such customers is not easy. The company needed a product that has a value that matches the prevailing perception of customer value. In addition the company is facing a challenge in the face of consumers, because at this point the consumer can more freely choose the products, brands, and manufacturers in accordance with their needs and desires. For the companies competing to provide the highest value for consumers, because consumers want the maximum value is limited by the search costs, lack of knowledge, mobility, and earnings. Customer satisfaction is a function of consumers' views on the performance of the product and customer expectations. Consumers are maximizing the value, they form the expectation value and act accordingly. Customers will buy a company that they consider provide value to the customer (customer value) is the highest. This means that the seller must specify the total for the consumer and the total costs for consumers offered by each of the competitors to know the position of their own bid. Furthermore, to determine the asymmetrical relationship between the variables of customer value to user satisfaction service services that is a high level of customer value that will generate high satisfaction. A product or services purchased from companies increasingly satisfy customer if the customer is getting value (value) is high. Service Quality Quality is a dynamic condition that affects the products, services, people, processes and environments that meet or exceed expectations (Tjiptono, 2001). Service is any action or activity that can be offered by one party to another, which is essentially intangible and does not result in any ownership (Kotler, 2002). Production may be linked or not linked to a physical product. Service is the behavior of producers in order to meet consumer needs and desires in order to achieve customer satisfaction in itself. Kotler also said that the behavior can occur during, before and after the transaction occurred. In general, a high level of service that will generate high satisfaction and repeat purchase more often. Knowledge possessed by a very significant service providers determine how quality can be created (Sundiman and Son, 2016). Said quality contains many definitions and meanings, different people will interpret it differently but of some definitions that can be encountered have some similarities, although only way of delivery only. , So that the definition of quality of service can be interpreted as an effort to fulfill the needs and desires of consumers and delivery accuracy in balancing the expectations of consumers (Tjiptono, 2007). Quality of service (service quality) can be determined by comparing the perceptions of consumers for services, which obviously they have received / obtained with the actual service they expect / want to attributes of an enterprise service. If the services received or perceived (perceived service) by the services according to expected, the service quality perceivedis good and satisfactory, if the services received exceed the expectations of consumers, the perceived service quality is superb. Conversely, if the services received are lower than expected, then the perceived poor service quality. Quality of service is 80
the expected level of excellence and control over the level of excellence to meet the customer (Tjiptono, in Mahanani, 2010). Companies must be able to understand all the needs of consumers who formulated properly, and has an effective design and quality control of the products it makes. If done well, it superior quality can be created in the minds of customers, so get a good impression of quality in the market. To improve the image quality, can be created either by advertising and other marketing communications, as well as cost advantages. If the customer has a good quality impression, then the value obtained customers through the product will be high, so the company has profitability, growth and high market share. Furthermore, to determine the asymmetrical relationship between the variables of service quality to user satisfaction service services are high-class quality service that will generate high satisfaction. Customers or users of services, the service generally expect services that he enjoyed acceptable or enjoyment of the good quality and satisfactory services for service users service. Quality of service with all resources owned by the workshop Seruyan the motor can give satisfaction to customers or service users service. Furthermore, customer satisfaction will come when what they expect from certain services are met. Increasing the intensity of competition and number of competitors requires every company to always pay attention to the needs and desires of consumers and trying to fulfill what they expect by way of satisfying the customer than a competitor can do. The number of bids or the choice of many companies have formed a society increasingly critical condition in choosing which products are most satisfying for him. In determining the desired product, consumers are very concerned about the quality and service of the products and services offered, the consumer will be satisfied if the products they consume meet the quality they expect. Customer satisfaction can create customer loyalty or loyalty to companies that provide satisfactory service and quality. Customers who have achieved the satisfaction it is possible at all to tell your friends, colleagues and others will experience that they get about the company's products or services. Companies can increase their market share through the fulfillment of quality that will give you a price advantage and customer value. Customer value is the value given by the customer to the product / service the company offered to him. Consumer satisfaction is considered as an emotional response to an evaluation of the experience of the consumption of a product or service. Consumer satisfaction is an evaluation of alternatives selected buyer which is at least equal or exceed customer expectations, while dissatisfaction arises when the results do not meet expectations. Price Price is an amount of money charged for a product or service, which redeemed its customers to benefit from owning or using a product or service (Kotler and Gary Amstrong, 2008). In marketing a product or service, so that it can be successful every company should set price / tariff appropriately. Price is the only element of the marketing mix that provides income or revenue for the company. Pricing is one of the marketing strategies that determine the occurrence of a transaction between the seller and the buyer. Transactions will occur when the price is set on a product approved by the seller or buyer. Therefore, companies are able to set the right price of course will get the marketing results were satisfactory. The price level set by the company is also a very important role for consumers in determining the services purchasing decisions. Because in the purchase decision, consumers expect, quality and ferforma a product or service. Prices and costs that are not too expensive in terms commensurate with the quality of the product. 81
Population and Sample Research Population is the subject of research consisting of objects or subjects menpunyai karakteritas quality and certain defined by the researchers to learn and then drawn conclusions (Arikunto, 1996). The study population was in the garage own service users Seruyan Motor, the number of members of a population of 100 people. Questionnaires were completed within fifteen days, where in one day is planned to attract 8 respondents and three days as a backup time if the number of respondents who expected has not been achieved. Samples are some of the characteristics of the population about to be investigated, and is considered to represent the whole of the population (Djarwanto, 1993, in Pratiwi, 2010). The minimum sample size is five times as large as the independent variable, so the minimum sample for this study 5 x 2 = 10 respondents (Malhotra, 1996), so that the questionnaire can achieve the target of 100 set. To avoid a number of questionnaires less than 100 sets, then the amount distributed as many as 105 sets of which are 5 sets of a backup in case of incomplete questionnaires. The research methodology of this study is an assessment of the response to the service user satisfaction with the service in their perceptions about quality of service, customer value based on related theories. The study aims to measure the relationship between the variables studied, or to analyze the influence of a variable to another variable (Umar, 2003). In accordance with the problem in this research is a question researchers are linking two or more variables. In a study conducted there were two exogenous variables (variables /Independent Variable/ X) which includes Quality of Service(X-1),and price (X2),and two endogenous variables (the dependent variable /dependentvariable),namely customer value (Y1), User Satisfaction for Service (Y2).The operational definition for each of the variables in this study are as follows: 1. Quality of Service a) Skills technique of b) speed and accuracy of service c) quality improvement d) the ability to understand the customer e) Provide the best service 2. Price a) Pricing b) Product qualified c) Discounts d) role of price e) rise in the price of 3. Customer Value
a) b) c) d) e) f)
consistent work speed and accuracy of service handling complaints quickly Assurance and warranty process service services
availability of spare parts 4. User Satisfaction for service a) Quality of service b) procedure service services c) warranty service 82
d) hospitality employees / mechanical e) equipment and equipment service f) communication skills of employees / mechanics Conceptual Framework and Research hypothesis:
Kualitas Pelayanan (X1) Nilai Pelanggan (Y1)
Kepuasaan Pengguna Jasa Service (Y2)
Harga (X2) Source : Processed hypothesis: 1. Quality of service not significant effect on user satisfaction service services. 2. Price significant effect on user satisfaction service services. 3. Customer value significantly influence user satisfaction service services.
Measurements using a Likert scale: a. STP = Very Dissatisfied, value = 1 b. TP = Dissatisfied, value = 2 c. CP = Quite Satisfied, value = 3 d. P = Satisfied, value = 4 e. SP = Very satisfied, value = 5 type and source of the data: 1) the primary data obtained directly from the data object in the form of sheet votes questioner. Sources of primary data obtained from the spreader questioner that relate directly and provide the necessary explanations to the respondent. 2) Secondary data Datawere obtained from various sources, both from existing documents and literature that support, both already published and are not published in the form of evidence, records, or historical reports that have been arranged in the archives. Uji instrument Penelitian 1) Uji Validasi Jika hasil uji validasi, semakin tinggi, maka tes tersebut mendekati sasaran untuk menunjukan sejauhmana alat pengukur dapat dipercaya dan andal. Bila signifikan hasil korelasi lebih kecil dari 0,05 (5 %) maka dinyatakan valid dan sebaliknya apabila signifikan hasil korelasi lebih besar dari 0,05 (5%) maka dinyatakan tidak valid. Jika nilai 83
skor positif atau bertanda * berarti telah memiliki korelasi yang valid pada taraf signifikan 5% (0,05) atau tanda ** berarti valid pada taraf signifikan 1% (0,01). 2) Uji Realibilitas Jika alat pengukur bias dipercaya atau bias diandalkan dan hasil uji validasi pertanyaan tersebut dinyatakan valid kemudian diukur realibilitasnya. Jika memiliki nilai koefisien keandalan 0,5 atau lebih maka dikatakan handal/reliebel, dan sebaliknya bila nilai keandalan dibawah 0,5 maka tidak andal. Teknik Analisis 1) Analisis statistic Deskriptif Mengidentifikasikan karakteristik dari masing-masing responden dan tanggapan responden atas keseluruhan variable penelitian. 2) Analisis Statistik Inferinsial Menguji hubungan secara terstruktur sesuai dengan rumusan masalah.
Pembahasan Hasil Pengujian Hipotesis Hasil pengujian hipotesis dan model persamaan struktur : Hipotesis H1 H2 H3
Hubungan Variabel X1 Y1 X2 Y1 Y1 Y2
Koefisien Jalur
T.Statistic
Keterangan
0,037 0,918 0,896
0,267 6.866 45.684
Tidak signifikan Signifikan Signifikan
Interpretase koefisien jalur dan uji signifikan: 1) Kualitas Pelayanan Berpengaruh positif tidak signifikan terhadap nilai pelanggan. Analisis PLS menghasilkan koefisien jalur 0,037, dan t.value=0,267 tidak signifikan, bahwa perubahan kualitas pelayanan searah dengan perubahan nilai pelanggan. 2) Harga Berpengaruh positif signifikan terhadap nilai pelanggan. Analisis PLS menghasilkan koefisien jalur 0.918 dan t.value=6.866, signifikan bahwa perubahan harga searah dengan perubahan nilai pelanggan. 3) Nilai pelanggan Berpengaruh positif signifikan terhadap kepuasan pengguna jasa service. Analisis PLS menghasilkan koefisien jalur 0.896 dan t.value=45.684, signifikan bahwa perubahan nilai pelanggan dengan perubahan kepuasan pengguna jasa service. Interpretase persamaan structural 1) Model Struktural 1 Y1=0,037X1+0,918X2 ● Tiap 1 % perubahan kualitas pelayanan akan meningkatkan nilai pelanggan secara langsung sebesar 0,037 %. ● Tiap 1% perubahan harga akan meningkatkan nilai pelanggan sebesar 0,918 % 84
●
Dan jika harga dari kualitas pelayanan masing-masing meningkat sebesar 1 % maka total peningkatan nilai pelanggan sebesar 0,907 %. 2) Model Struktural 2: Y2=0.896.Y1 a) Tiap 1 % peningkatan nilai pelanggan akan meningkatkan kepuasan pengguna jasa service secara langsung sebesar 0,896 % b) Pengaruh kualitas pelayanan terhadap kepuasan pengguna jasa service: Berdasarkan hasil penelitian, responden pada variabel kualitas pelayanan, dapat diketahui bahwa dari 100 responden sebesar 62 responden atau 62% menilai bahwa kualitas pelayanan pada bengkel seruyan motor masuk dalam katagori baik. Variabel kualitas pelayanan mempunyai pengaruh terhadap variabel kepuasan pelanggan, dengan signifikansi 5% diperoleh nilai t tabel sebesar 1,6606, dimana nilai t hitung sebesar (12,430) > t tabel (1,6606) sehingga hipotesis diterima. Nilai koefisien determinasinya sebesar 0,612 atau 61,2%. hal ini berarti 61,2% variabel kepuasan pelanggan dapat dijelaskan oleh variabel kualitas pelayanan. Sedangkan sisanya (100% - 61,2% = 38,8%) dijelaskan oleh faktor lain, selain faktor kualitas pelayanan. Hasil penelitian menunjukkan bahwa sebagian besar pelanggan menyatakan kualitas pelayanan yang diberikan bengkel Seruyan Motor telah baik sehingga akan menentukan tingkat kepuasan pelanggan. Berdasarkan hasil penelitian, responden pada variabel harga, dapat diketahui bahwa dari 100 responden sebesar 45 responden atau 45% pelanggan menyatakan bahwa harga yang dibebankan bengkel seruyan motor masuk ke dalam kategori murah. Variabel harga mempunyai pengaruh terhadap variabel kepuasan pelanggan, dengan signifikansi 5% diperoleh nilai t tabel sebesar 1,6606,dimana nilai t hitung (3,823) > t tabel (1,6606) sehingga hipotesis diterima. Nilai koefisien determinasinya sebesar 0,130 atau 13%. hal ini berarti 13% variabel kepuasan pelanggan dapat dijelaskan oleh variabel harga. sedangkan sisanya (100% - 13% = 87%) dijelaskan oleh faktor lain, selain faktor harga, artinya jika penilaian terhadap variabel harga naik sebesar satu satuan, maka akan menyebabkan meningkatnya penilaian kepuasan pelanggan, maksudnya semakin murah harga/tariff yang dibebankan bengkel Seruyan Motor kepada pelanggannya, maka akan mempengaruhi meningkatnya kepuasan pelanggan karena telah sesuai dengan apa yang diharapkan pelanggan. Berdasarkan hasil penelitian, responden pada variabel nilai pelanggan, dapat diketahui bahwa dari 100 responden sebesar 58 responden atau 58% menilai bahwa nilai pelanggan pada bengkel Seruyan Motor tinggi. Variabel nilai pelanggan mempunyai pengaruh terhadap variabel kepuasan pelanggan, dengan signifikansi 5% diperoleh nilai t tabel sebesar 1,6606, dimana nilai t hitung (11,688) > t table (1,6606) sehingga hipotesis diterima. Nilai koefisien determinasinya sebesar 0,582 atau 58,2%. hal ini berarti 58,2% variabel kepuasan pelanggan dapat dijelaskan oleh variabel nilai pelanggan. Sedangkan sisanya (100% - 58,2% = 41,8%) dijelaskan oleh faktor lain, selain faktor nilai pelanggan. tabel 1 Hasil uji anovab anova model sum of squares df mean square f sig. 1. regression 263.875 3 87.958 72.846 . 000 residual 115.915 96 1.207 total 379.790 99
85
tabel 2 Hasil uji regresi berganda variabel b beta t sig t kualitas pelayanan 0,100 0,474 5,618 0,000 harga 0,030 0,028 0,445 0,657 nilai pelanggan 0,258 0,412 5,049 0,000
Kualitas pelayanan, dan harga mempengaruhi nilai pelanggan dan secara bersama-sama mempengaruhi pelanggan dalam menentukan keputusan pembelian jasa, yang kemudian akan berpengaruh terhadap kepuasan pelanggan. Kualitas pelayanan, harga dan nilai pelanggan dalam penelitian ini merupakan faktor-faktor yang berpengaruh terhadap kepuasan pelanggan. Berdasarkan hasil penelitian diatas diketahui bahwa menunjukkan hasil yang positif dan signifikan antara kualitas pelayanan, harga dan nilai pelanggan secara bersama –sama terhadap kepuasan pelanggan yang diperoleh dari hasil uji regresi linear sederhana dan uji regresi berganda. Dimana berdasarkan variabel yang mempunyai pengaruh besar terhadap kepuasan pelanggan yaitu variabel nilai pelanggan yakni sebesar 0,258, selanjutnya variabel kualitas layanan sebesar 0,100, dan terakhir variabel harga sebesar 0,030. Pengaruh terbesar dari ketiga variabel tersebut yaitu nilai pelanggan sebesar 0,258, hal ini karena adanya perhatian yang besar dari bengkel Seruyan Motor untuk meciptakan kepuasan pelanggannya melalui kemudahan – kemudahan dan nilai – nilai yang memberikan kesan baik pada pelanggan, seperti kemudahan dalam prosedur antrian yang tidak berbelit – belit, lokasi yang strategis dan mudah dicari, memiliki citra yang baik yang dimiliki bengkel seruyan motor, dan menawarkan berbagai fasilitas – fasilitas yang unggul dibanding dengan yang lain. Secara keseluruhan dapat disimpulkan bahwa terdapat korelasi yang sangat erat antara faktor kualitas pelayanan, harga, nilai pelanggan dan kepuasan pelanggan. Dengan memberikan kualitas pelayanan yang baik dan menerapkan harga/tarif yang murah kepada pelanggan, dan penilaian yang tinggi terhadap perusahaan melalui nilai pelanggan maka akan memberikan dampak positif kepada kepuasan pelanggan. Jika keempat faktor itu bersinergis secara seimbang maka bengkel seruyan motor akan mendapatkan pelanggan yang puas yang nantinya akan berpengaruh positif terhadap keberlangsungan suatu perusahaan dalam hal ini seruyan motor. Kesimpulan Berdasarkan hasil penelitian yang telah dilakukan tentang pengaruh kualitas pelayanan, harga, dan nilai pelanggan terhadap kepuasan pelanggan bengkel motor (studi kasus pada konsumen pengguna jasa service pada bengkel Seruyan Motor) dapat disimpulkan sebagai berikut : Kualitas pelayanan pada bengkel Seruyan Motor dapat dikategorikan baik. Hal ini dapat dilihat dari kebersihan ruang tunggu yang selalu dijaga kebersihannya, karyawan yang selalu ramah, kenyamanan pada ruang tunggu. Namun masih ada beberapa pelanggan yang memberikan keluhan seperti harus menunggu lama karena antrian service motor yang banyak 86
dan karena kerusakan atau permasalahan motor yang berbeda – beda sehingga ketepatan waktu perbaikan yang dirasa tidak sesuai dengan yang diharapkan oleh pelanggan. Harga yang dibebankan pada bengkel Seruyan Motor untuk menyervice kendaraan pelanggan dapat dikategorikan murah. Harga dikatakan murah pada bengkel Seruyan Motor, karena harga yang dibebankan untuk menyervice kendaraannya di bengkel Seruyan Motor telah sesuai dengan kualitas service yang didapat. Namun masih ada beberapa responden yang menyatakan harga yang dibebankan bengkel Seruyan Motor untuk menyervice yaitu tidak murah. alasannya yaitu responden merasa bahwa setelah kendaraannya diservice, tidak ada perubahan atau malah menjadi rusak, dan responden menganggap harga yang dibebankan lebih mahal serta harga yang selalu naik. Nilai pelanggan pada bengkel Seruyan Motor dapat dikategorikan tinggi. Hal ini karena responden menganggap bahwa prosedur untuk antrian yang mudah, ada perasaan aman ketika menyerahkan layanan service dibengkel seruyan motor, kebanggaan menyervice kendaraannya di bengkel seruyan motor karena merupakan bengkel terpercaya dan citra bengkel yang dianggap baik. Namun masih ada beberapa responden yang berpendapat nilai pelanggan tidak tinggi. Hal ini karena responden mempunyai pengalaman buruk dan pernah dikecewakan ketika melakukan service kendaraannya di bengkel Seruyan Motor. Tingkat kepuasan pelanggan pada pelanggan bengkel Seruyan Motor dapat dikatakan puas. Namun masih ada beberapa responden yang menyatakan tidak puas karena responden merasa antrian yang terlalu panjang sehingga harus menunggu lama untuk kendaraannya diservice, fasilitas ruang tunggu yang terlalu sempit dengan kursi yang daya tampungnya sedikit, sementara orang yang menunggu banyak, pelayanan administrasi yang tidak cepat. Variabel kualitas pelayanan mempunyai pengaruh positif dan signifikan terhadap variabel kepuasan pelanggan sehingga hipotesis diterima. Hasil ini membuktikan bahwa responden yang puas terhadap bengkel seruyan motor disebabkan oleh kualitas pelayanan yang baik. Sehingga, apabila kualitas pelayanan semakin baik, maka kepuasan pelanggan juga akan semakin meningkat, begitu pula sebaliknya. Variabel harga mempunyai pengaruh positif terhadap variabel kepuasan pelanggan sehingga hipotesis diterima. Artinya jika penilaian variabel harga naik sebesar satu satuan, maka akan menyebabkan meningkatnya variabel kepuasan pelanggan. Maksudnya apabila harga yang dibebankan untuk melakukan service semakin murah, maka kepuasan pelanggan juga akan meningkat, begitu pula sebaliknya. Variabel nilai pelanggan mempunyai pengaruh positif terhadap variabel kepuasan pelanggan sehingga hipotesis diterima. Hasil ini membuktikan bahwa, responden yang puas terhadap bengkel seruyan motor disebabkan karena nilai pelanggan terhadap bengkel seruyan motor tinggi. Oleh karena itu semakin tinggi (baik) nilai pelanggan terhadap bengkel seruyan motor, maka akan memperkuat kepuasan pelanggan pada pelanggan bengkel seruyan, begitu pula sebaliknya. Variabel kualitas pelayanan, nilai pelanggan mempunyai pengaruh positif terhadap variabel kepuasan pelanggan sehingga hipotesis diterima. artinya, bila kualitas pelayanan semakin baik, dan nilai pelanggan semakin tinggi maka kepuasan pelanggan akan semakin meningkat. Berdasarkan hasil penelitian, secara simultan variabel nilai pelanggan merupakan variabel yang memiliki pengaruh paling besar terhadap kepuasan pelanggan. Saran Berdasarkan hasil penelitian yang diperoleh, maka saran yang dapat disampaikan kepada bengkel Seruyan Motor adalah sebagai berikut : Kualitas pelayanan di bengkel Seruyan Motor akan menjadi semakin baik jika lebih memperhatikan dan membenahi sistem antrian service agar pelanggan tidak terlalu lama 87
menunggu, daya tampung ruang tunggu juga semakin baik bila diperbanyak tempat duduk sehingga dapat memuat lebih banyak lagi, penataan antara ruang tunggu, tempat helm dan kantin agar ruangnya disendirikan supaya tidak terkesan penuh dan sempit, ketika sedang jam istirahat hendaknya bagian front office diberikan tulisan “istirahat” agar pelanggan tidak menunggu lama dan berjejer – jejer untuk berdiri di depan kasir. Harga jasa yang sekarang masih bisa dipertahankan oleh bengkel Seruyan Motor. Kualitas yang diberikan oleh bengkel Seruyan Motor dapat ditingkatkan melalui hasil kualitas service yang lebih baik dari para mekanik, sehingga ada kesesuaian antara tarif yang dibebankan dengan kualitas service yang diharapkan pelanggan. Diharapkan bengkel Seruyan Motor dapat terus selalu menjaga reputasi perusahaan dengan baik karena akan menciptakan tingkat kepercayaan konsumen terhadap perusahaan, Sehingga akan tertanam citra bengkel yang baik dibenak konsumen, dan lebih memperkenalkan fasilitas – fasilitas diskon kepada pelanggan sehingga pelanggan dapat memanfaatkannya. Daftar Pustaka Amir, M. Taufik. 2005. Edisi Pertama. Dinamika Pemasaran Jelajahi dan rasakan. Jakarta: PT. Rajagrafindo Persada. Barnes, James G. 2003. Secrets of Customer Relationship Management (Rahasia Manajemen Hubungan Pelanggan). Yogyakarta: Andi. Frans, Dhika Tobing. 2010. Pengaruh Kualitas Produk, Kualitas Pelayanan Terhadap Kepuasan Pelanggan telkom speedy di kota semarang. Skripsi Fakultas Ekonomi Universitas Diponegoro, Semarang. Dipublikasikan Gerson, F Gichard. 2002. Mengukur Kepuasan Pelanggan. Jakarta : ppm. Hadi, Sudharto P. 2007. Perilaku Konsumen. Badan Penerbit Universitas Diponegoro. Kotler, Philip. 2002. Edisi Milenium. Manajemen Pemasaran. Jakarta: PT. Prenhalindo. Kotler, Philip & Kevin Lane Keller, 2006. Marketing Management, Twelfth Edition. New Jersey. Pearson prentice hall. Kotler, Philip dan Amstrong Gery. (2008). Prinsip-Prinsip Pemasaran. Jakarta: PT. Malanan Jaya Cermelang. Lupiyoadi, Rambat. 2001. Manajemen Pemasaran Jasa: Teori dan Praktik. Jakarta: PT. Salemba Emban Patria. Nasution, M. Nur. 2004. Manajemen Jasa Terpadu. Bogor: Ghalia Indonesia. Sundiman, D., dan Putra, S., S.,. 2016. "Knowledge Management Role on Creating Service Excellence: Case Study on Building Materials Supermarket In the city of SampitIndonesia." Proceedings of the The 11th International Knowledge Management in Organizations Conference on The changing face of Knowledge Management Impacting Society. ACM. Yamit, Zulian. 2002. Manajemen Kualitas Produk dan Jasa. Jakarta: Ekonissia.
88
