PENGARUH KUALITAS LAYANAN PROVIDER XL TERHADAP KEPUASAN KONSUMEN DALAM MEMBENTUK LOYALITAS PELANGGAN (STUDI KASUS PADA MAHASISWA BANDUNG)
(THE INFLUENCE OF XL PROVIDER SERVICE QUALITY TOWARD CUSTOMER SATISFACTION IN SHAPING CUSTOMER LOYALTY (CASE STUDY ON UNIVERSITY STUDENT IN BANDUNG))
Laporan ini disusun untuk memenuhi syarat dalam menyelesaikan pendidikan Diploma III
Jurusan Administrasi Niaga Program Studi Manajemen Pemasaran
Oleh : Anton Nugraha 105231005
POLBAN
POLITEKNIK NEGERI BANDUNG 2013
ABSTRAK
Permasalahan yang dihadapi oleh PT. XL Axiata Tbk. adalah permasalahan loyalitas pelanggannya, yaitu perilaku konsumen yang sering melakukan switching brand, dari permasalahan tersebut terdapat teori yang menyebutkan kepuasan pelanggan merupakan prasyarat bagi terbentuknya kesetiaan pelanggan (Torres & Kline, 2006) dan Faktor utama penentu kepuasan pelanggan adalah persepsi pelanggan terhadap kualitas jasa (Zeithaml, Berry, dan Parasuraman,(1996). Berdasarkan fenomena tersebut peneliti melakukan penelitian yang bertujuan untuk mengidentifikasi “Pengaruh Kualitas Layanan Provider XL terhadap Kepuasan Konsumen dalam Membentuk Loyalitas (Studi Kasus Pada Mahasiswa Bandung)”. Data diperoleh dengan melakukan penyebaran kuesioner dengan non probability sampling dengan cara judgement sampling, dan responden yang diteliti berstatus mahasiswa yang sedang menggunakan layanan provider XL dengan jumlah 202 responden. Data yang diperoleh diolah dengan metode analisis frekuensi, analisis deskriptif, uji validitas, uji reliabilitas dan dalam menguji hipotesa menggunakan metode analisis koreasi spearman’s dan uji regresi logistik. Hasil dari penelitian ini menyatakan bahwa ketiga variabel terdapat hubungan positif ketiga variabel tersebut adalah kualitas layanan dengan kepuasan konsumen berhubungan positif sedang, kualitas layanan dengan loyalitas pelanggan berhubungan positif sedang, dan kepuasan konsumen dengan loyalitas pelanggan berhubungan positif kuat. Kemudian kualitas layanan berpengaruh signifikan terhadap kepuasan tetapi jika dilihat per dimensi terdapat dua dimensi yang mempengaruhi kepuasan konsumen, yaitu dimensi reliability, dan responsiveness. Kualitas layanan juga berpengaruh signifikan terhadap loyalitas tetapi jika dilihat per dimensi terdapat satu dimensi yang mempengaruhi loyalitas pelanggan, yaitu dimensi reliability. Kepuasan konsumen mempengaruhi loyalitas pelanggan secara signifikan. Kata Kunci : Kualitas Layanan, Kepuasan Konsumen, Loyalitas Pelanggan.
ABSTRACT
Based on the problem of PT. XL Axiata Tbk., regarding customer loyalty, where the consumer behaviour often doing switching brand. Based on that problem there are some theories that mention the customer satisfaction is a requirement for customer loyalty (Torres & Kline, 2006) and the main determination factor of customer satisfaction is customer perception toward service quality (Zeithaml, Berry, and Parasurahman, 1996). Thos, this research aims to identify purposed to identify “The Influence of XL Provider Service Quality toward Customer Satisfaction in Loyalty Formation (Case Study of University Student in Bandung). The data obtained by delivering questionnaire to 202 respondents with non probability sampling, and use judgement sampling, with respondent status is student university who use XL provider service. The data obtained were processed by frequency analysis method, descriptive analysis method, and to obtained hypothesis processed by correlate spearman method and logistic regression method. The result of study show three variables have correlation, there is a positive correlation between service quality with customer satisfaction being moderate correlated, positive correlation between service quality with customer loyalty being moderate correlated, and positive correlation between customer satisfaction with customer loyalty being strong correlated. Then the service quality significantly affect to customer satisfaction but if they are viewed by dimension, there are two dimension that affect to customer satisfaction namely reliability and responsiveness. Service quality significantly affect to customer loyalty but if viewed by dimension, there is one dimension who affect the customer loyalty namely reliability. Beside that, customer satisfaction significantly affect to customer loyalty. Keywords : Service Quality, Customer Satisfaction, Customer loyalty.
KATA PENGANTAR
Segala puji dan syukur kepada Allah S.W.T karena atas berkat dan rahmatnya
penulis bisa menyelesaikan laporan Tugas Akhir dengan judul “Pengaruh
Kualitas Layanan Provider XL terhadap Kepuasan Konsumen dalam Membentuk
Loyalitas (Studi Kasus Pada Mahasiswa Bandung)” dapat diselesaikan dengan baik dan tepat waktu. Penulis berharap semoga laporan ini dapat bermanfaat bagi pembaca, terutama bagi mereka yang akan mempelajari bidang yang sama dengan
pembahasan penelitian ini atau setidaknya dapat memberikan gambaran bagi
mereka yang mempelajari bidang ini. Dalam penyusunan laporan ini penulis tidak bisa menyelesaikan sendiri, oleh karena itu pada kesempatan ini penulis mengucapkan terimakasih kepada : 1.
Orang tua yang selalu memberikan dukungan, mendoakan serta memotivasi penulis dan juga kasih sayang yang tiada hentinya yaitu H. Wawan dan Hj. Elah Sukaelah.
2.
Ibu Adila Sosianika, SE., MAIMM selaku dosen pembimbing Tugas Akhir, terimakasih atas segala bantuan, ilmu yang diberikan serta berbagai solusi yang diberikan kepada penulis selama ini.
3.
Bapak Drs. Eddy syah Yahya, MBA selaku Ketua Program Studi Manajemen Pemasaran.
4.
Seluruh dosen program studi Manajemen Pemasaran yang telah memberikan ilmunya dan membantu dalam pengerjaan penelitian ini.
5.
Asti Ayu Pebriani yang selalu memberikan perhatian, motivasi dan memberikan semangat kepada penulis.
6.
Seluruh sahabat kelas 3MP angkatan 2010, atas segala saran dan kritik mengenai laporan ini dan atas persahabatannya selama ini serta kebersamaannya dalam suka maupun duka, juga atas segala bantuan yang telah diberikan kepada penulis selama ini.
7.
Semua pihak baik langsung maupun tidak langsung yang tidak dapat penulis sebutkan satu persatu.
Penulis tahu bahwa hasil dari penulisan ini masih jauh dari sempurna,
maka penulis menerima segala saran dan kritik yang bersifat membangun. Semoga penulisan ini bisa bermanfaat bagi yang membacanya dan seluruh isi
laporan Tugas Akhir ini sepenuhnya menjadi tanggung jawab penulis.
Bandung, Juli 2013
Penulis
DAFTAR ISI
ABSTRAK ............................................................................................................ iv
ABSTRACT ........................................................................................................... ii
KATA PENGANTAR .......................................................................................... iii
DAFTAR ISI.......................................................................................................... v DAFTAR GAMBAR .......................................................................................... viii DAFTAR TABEL ................................................................................................ ix
BAB I PENDAHULUAN ......................................... Error! Bookmark not defined.
1.1. Latar Belakang ............................................ Error! Bookmark not defined. 1.2. Identifikasi Masalah .................................... Error! Bookmark not defined. 1.3. Tujuan Penelitian......................................... Error! Bookmark not defined. 1.4. Manfaat Penelitian....................................... Error! Bookmark not defined. BAB II LANDASAN TEORI .................................. Error! Bookmark not defined. 2.1. Kualitas Layanan ......................................... Error! Bookmark not defined. 2.2. Kepuasan Konsumen ................................... Error! Bookmark not defined. 2.2.1. Metode Pengukuran Kepuasan Konsumen ......... Error! Bookmark not defined. 2.3. Loyalitas Pelanggan .................................... Error! Bookmark not defined. 2.3.1. Karakteristik Loyalitas Pelanggan ........ Error! Bookmark not defined. 2.4. Penelitian Terdahulu ................................... Error! Bookmark not defined. 2.5. Hipotesis ...................................................... Error! Bookmark not defined. 2.5.1. Hubungan Kualitas Layanan dengan Kepuasan Konsumen Dan Loyalitas Pelanggan ........................................ Error! Bookmark not defined. 2.6. Model Penelitian ......................................... Error! Bookmark not defined. BAB III METODE PENELITIAN ......................... Error! Bookmark not defined. 3.1. Desain Riset................................................. Error! Bookmark not defined. 3.1.1. Populasi dan Desain Sampel................. Error! Bookmark not defined. 3.1.2. Jumlah Sampel ...................................... Error! Bookmark not defined. 3.1.3. Teknik Sampling................................... Error! Bookmark not defined. 3.2. Operasional Variabel ................................... Error! Bookmark not defined.
3.3. Metode Pengumpulan Data ......................... Error! Bookmark not defined. 3.4. Metode Analisa ........................................... Error! Bookmark not defined.
3.4.1. Uji Validitas .......................................... Error! Bookmark not defined.
3.4.2. Uji Reliabilitas ...................................... Error! Bookmark not defined.
3.4.3. Analisis Statistik Deskriptif .................. Error! Bookmark not defined.
3.4.4. Uji Distribusi Normal ........................... Error! Bookmark not defined.
3.4.5. Korelasi Spearman’s rho ...................... Error! Bookmark not defined. 3.4.6. Regresi Logistik .................................... Error! Bookmark not defined.
BAB IV ANALISA DAN PEMBAHASAN ............ Error! Bookmark not defined.
4.1. Hasil ............................................................ Error! Bookmark not defined. 4.1.1. Analisis Deskriptif ................................ Error! Bookmark not defined. 4.1.1.1. Profil Responden ............................ Error! Bookmark not defined. 4.1.2. Analisis Deskriptif Variabel ................. Error! Bookmark not defined. 4.1.2.1. Penilaian Variabel Kualitas Layanan ........... Error! Bookmark not defined. 4.1.2.2. Analisis Variabel Kepuasan Konsumen ....... Error! Bookmark not defined. 4.1.3. Hasil Uji Validitas ................................ Error! Bookmark not defined. 4.1.5. Hasil Uji Distribusi Normal .................. Error! Bookmark not defined. 4.2. Analisis Data ............................................... Error! Bookmark not defined. 4.2.1. Hasil Uji Korelasi Spearman’s rho ....... Error! Bookmark not defined. 4.2.2. Hasil Uji Regresi Logistik .................... Error! Bookmark not defined. 4.2.2.1. Hasil Uji Regresi Logistik Variabel Kualitas Layanan dengan Kepuasan Konsumen .................................. Error! Bookmark not defined. 4.2.2.2. Hasil Uji Regresi Logistik Variabel Kualitas Layanan dengan Loyalitas Pelanggan .................................... Error! Bookmark not defined. 4.3. Pembahasan ................................................. Error! Bookmark not defined. 4.3.1. Hubungan Kualitas Layanan dengan Kepuasan Konsumen dan Loyalitas Pelanggan ........................................ Error! Bookmark not defined. 4.3.2. Pengaruh Kualitas Layanan Provider XL Terhadap Kepuasan Konsumen ....................................................... Error! Bookmark not defined.
4.3.3. Pengaruh Kualitas Layanan Provider XL Terhadap Loyalitas Pelanggan ........................................................ Error! Bookmark not defined.
4.3.4. Pengaruh Kepuasan Konsumen Provider XL Terhadap Loyalitas
Pelanggan ........................................................ Error! Bookmark not defined.
BAB V KESIMPULAN DAN SARAN ................... Error! Bookmark not defined. 5.1. Kesimpulan.................................................. Error! Bookmark not defined. 5.2. Saran ............................................................ Error! Bookmark not defined. DAFTAR PUSTAKA ............................................................................................ x
LAMPIRAN 1 SURAT PERNYATAAN TIDAK PLAGIAT .. Error! Bookmark not defined.
LAMPIRAN 2 TABEL BIMBINGAN ................... Error! Bookmark not defined. LAMPIRAN 3 KUESIONER.................................. Error! Bookmark not defined. LAMPIRAN 4 DATA KUESIONER ..................... Error! Bookmark not defined. LAMPIRAN 5 HASIL OUTPUT SPSS ................. Error! Bookmark not defined. LAMPIRAN 6 GAMBAR-GAMBAR .................... Error! Bookmark not defined. LAMPIRAN 7 BUKTI HADIR SIDANG TUGAS AKHIR .... Error! Bookmark not defined.
DAFTAR GAMBAR
Gambar 1. Model Kepuasan Pelanggan ................. Error! Bookmark not defined. Gambar 2. Model Penelitian .................................. Error! Bookmark not defined. Gambar 3. Desain Riset Penelitian ........................ Error! Bookmark not defined. Gambar 4. Profil Responden .................................. Error! Bookmark not defined.
DAFTAR TABEL
Tabel 1. 10 Negara Terbesar Penggunaan Mobile Telepon Di Dunia ........... Error! Bookmark not defined. Tabel 2. Top Brand Index 2013 Kategori Telekomunikasi Sim Card GSM Prabayar ................................................................. Error! Bookmark not defined. Table 3. Dimensi Kualitas Layanan ....................... Error! Bookmark not defined. Tabel 4. Penelitian Terdahulu. ............................... Error! Bookmark not defined. Tabel 5. Jumlah Sampel ......................................... Error! Bookmark not defined. Tabel 6. Operasionalisasi Variabel “Penelitian Pengaruh Kualitas Layanan Provider XL terhadap Kepuasan Konsumen dalam Membentuk Loyalitas (Studi Kasus Pada Mahasiswa Bandung)”. ...................... Error! Bookmark not defined. Tabel 7. Interpretasi Koefisien Korelasi ................ Error! Bookmark not defined. Tabel 8. Analisis Deskriptif Reliability ................. Error! Bookmark not defined. Tabel 9. Analisis Deskriptif Responsiveness ......... Error! Bookmark not defined. Tabel 10. Analisis Deskriptif Assurance................ Error! Bookmark not defined. Tabel 11. Analisis Deskriptif Empathy .................. Error! Bookmark not defined. Tabel 12. Analisis Deskriptif Tangible .................. Error! Bookmark not defined. Tabel 13. Analisis Deskriptif Kepuasan Konsumen ............ Error! Bookmark not defined. Tabel 14. Analisis Deskriptif Loyalitas Pelanggan Error! Bookmark not defined. Tabel 15. Hasil Uji Reliabilitas .............................. Error! Bookmark not defined. Tabel 16. Hasil Uji Korelasi Spearman’s............... Error! Bookmark not defined. Tabel 17. Tabel Hosmer and Lemeshow Test........ Error! Bookmark not defined. Tabel 18. Tabel Iteration Historya,b,c (Block 0) ...... Error! Bookmark not defined. Tabel 19. Tabel Iteration Historya,b,c,d (Block 1) .... Error! Bookmark not defined. Tabel 20. Tabel Model Summary .......................... Error! Bookmark not defined. Tabel 21. Tabel Variables in the Equation............. Error! Bookmark not defined. Tabel 22. Tabel Variables in the Equation............. Error! Bookmark not defined. Tabel 23.Tabel Hosmer and Lemeshow Test......... Error! Bookmark not defined. Tabel 24.Tabel Iteration Historya,b,c (Block 0) ....... Error! Bookmark not defined. Tabel 25. Tabel Iteration Historya,b,c,d (Block 1) .... Error! Bookmark not defined. Tabel 26. Tabel Model Summary .......................... Error! Bookmark not defined. Tabel 27. Tabel Variables in the Equation............. Error! Bookmark not defined. Tabel 28. Tabel Variables in the Equation............. Error! Bookmark not defined. Tabel 29. Tabel Hosmer and Lemeshow Test........ Error! Bookmark not defined. Tabel 30. Tabel Iteration Historya,b,c (Block 0) ...... Error! Bookmark not defined. Tabel 31. Tabel Iteration Historya,b,c (Block 1)...... Error! Bookmark not defined. Tabel 32. Tabel Model Summary .......................... Error! Bookmark not defined.
Tabel 33.Tabel Variables in the Equation.............. Error! Bookmark not defined.
DAFTAR PUSTAKA
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Anton Nugraha
Phone : +6287826529022
Email :
[email protected]
A. PERSONAL DETAILS Name
: Anton Nugraha.
Place, Date of Birth
: Ciamis, 2th, April 1992.
Address
: RT/RW 010/004 Dusun Kidul Desa Cijeungjing Kecamatan Cijeungjing Kabupaten Ciamis.
Religion
: Islam
E-Mail Address
:
[email protected]
Gender
: Male
Nationality
: Indonesian
Marital Status
: Single
GPA
: 3,24
B. ACADEMIC EDUCATION 2010 – Now
Polytechnic State Of Bandung (POLBAN) Majoring in Marketing Management
2007 – 2010
SMA Negeri 1 Ciamis
Majoring in social
2004 – 2007
SMP Terpadu Ar-Risalah Cijantung IV
1998 – 2004
SD Negeri Gentramasekdas CIjeungjing, Ciamis
C. JOB EXPERIENCE
Apprentice at PT. Banyu Herang Abadi Authorized Dealer XL Axiata Tbk, Cimahi January – March 2013.
D. QUALIFICATION a. Marketing Management Skill : Marketing Communication International Marketing Consumer Behavior Service Marketing Logistics and Distribution Marketing Research Selling Management Retail Management Personal Selling (B2C and B2B) Export Import Administration Project Location Business Marketing Plan Problem Based Learning Language (Indonesia, English) b. Computer Literate : Microsoft Office Dream Waver SPSS
E. ORGANIZATION EXPERIENCES HMAN (Himpunan Mahasiswa Administrasi Niaga), POLBAN
F. Training
Panitia Regenerasi HMAN (Himpunan Mahasiswa Administrasi Niaga), POLBAN periode 2011 – 2013.
periode 2010-2013.
2010, Table Manner, GH. Universal
