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CHAPTER V CONCLUSIONS AND IMPLICATION
A. Conclusions
The purpose of this research was to find out the roles of customer value, customer satisfaction and trust in brand toward customer loyalty of Coca-
Cola. The statistical tests conducted by applying the SPSS software have examined the results of 39 questions related with the role of customer value,
customer satisfaction and trust in brand towards customer loyalty from 60 customers of Coca-Cola especially in north Jakarta as respondents. Then
obtained conclusions are as follows: 1. Simultaneously, there are influences between customer value, customer
satisfaction and trust in brand toward customer loyalty. The search for F value probabilities of the independent variable is less than alpha of the
research t table. The alpha t table of this research is 5. According to the statistical test conducted by applying the SPSS software, the search
from ANOVA test or F test is obtained F value test is 67.945 with the probabilities 0.000. It shows that all independent variables have F value
below 5 0.05. The benefit of this research can be seen in the relation between customer loyalty, customer value, customer satisfaction and trust
in brand. 2. In this research on customer value variable, the result shows that customer
value has significant influence partially toward customer loyalty.
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3. In this research on customer satisfaction variable, the result shows that customer satisfaction has significant influence partially toward customer
loyalty. 4. In this research on trust in brand variable, the result shows that trust in
brand has significant influence partially toward customer loyalty.
B. Implications
The implication of this research indicates that customer loyalty of Coca- Cola in north Jakarta influenced by customer value, customer satisfaction and
trust in brand. The findings of this research shows that the customer value, customer satisfaction and trust in brand explain 77.3 of customer loyalty of
Coca-Cola especially in north Jakarta. The rest of 22.7 is influenced by other factors that are not included in this research, for example switching cost
and service quality. The findings in this research lead to following recommendations:
In order to improve customer value, customer satisfaction and trust in brand can be done by increasing the quality products, keep the company‘s reputation
and build closed relationship with customers. a. The fact of customers expectation regarding the quality of Coca-Cola
products such as aroma, affordable and easy to obtain, are able to increase customer satisfaction. The company should maintain the quality of
existing products, so customers remain loyal and do not move to other companies. In order to improve the quality of the product with always
keep the characteristic of Coca- Cola ―non alcoholic soft drink‖. Due to the
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good quality of products will lead to customer satisfaction on a product so encouraging re-purchasing the same brand.
b. Beside increasing the quality of products but also the company should has good image in the customer perspective. If the company has a good image
in the customer perspective, then the customer will give a positive assessment on the companies that encourage them to loyal on the product.
Conversely, if the company has a bad image, the customer would give a negative rating so that customers will switch to another product. It should
be noted Coca-Cola to always maintain the reputation of the company so the customers do not move to another product. Because whether customers
might switch to another product as measure the attachment to customer loyalty. Things to do the company image either by utilize the distribution
of fund, that by purchase one bottle of Coca-Cola it mean already contribute of 100 rupiah for the society especially poor people that
socialization through social media or others. c. Company should always maintain and enhance the trust of its customers. If
the customers trust is not maintained and enhanced, the company will lose loyal customers in the future. In order to keep the trust of customers,
company should build closed relationship with their customers, for example the company gave reward to consumers, in the form of gift-giving
on a particular purchase contained in packaging.
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Appendix 1 Research Questionnaire
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QUESTIONNAIRE SHEET
Sincerely, Jakarta, December 2012
Name: Hilmiyah Amaliyati NIM: 108081100009
Program Study University: International Management UIN Sharif Hidayatullah Jakarta
Currently Im doing research for my thesis about the influence of customer value, customer satisfaction and trust in brand toward customer loyalty case
study on customer of Coca-Cola in North Jakarta. In order for this research goes well, I expect the willingness and support of the respondents to fill out the
questionnaire correctly and properly. I guarantee the confidentiality of the father mother, brother I give it, because the answer is just as material or data research
and not for publication. For your concern and willingness to time, I say thank you. Before completing the questionnaire implore willingness father mother
brother sister to complete the checklist by marking a cross X in the appropriate boxes below:
1. Have you ever consumed beverage products of Coca-Cola Soft Drink? Yes
No If yes, please proceed to the next statement.
If not, please stop answering and stop here. Thank you for participating.
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Part I Respondent Data
Instructions for filing: Provide answers to the following questions by filling in the blanks or by marking a cross X in front of the appropriate response.
1. Name :
………………………………. 2. Gender
: or 3. Have you ever buy and consume Coca-Cola in the last 3 months:
a. Ever go to next question b. Never stop up here. Thank you
4. Age :
a. 7-15 years d. 36-45 years
b. 16-25 years e. 46-55 years
c. 26-35 years f. 56 years
5. Occupation :
a. Student b. PNS
c. Private Employee d. Housewife
e. Other specify
………… 6. How much of your income each month if not income, based on the
contents of giving parents money a. Rp. 999.999,-
b. Rp. 1.000.000 ,- - Rp. 2.999.999,- c. Rp. 3.000.000,- - Rp. 4.999.999,-
d. Rp. 5.000.000,- - Rp. 6.999.999,- e. Rp. 7.000.000,- - Rp. 8.999.999,-
f. Rp. 9.000.000,- - Rp. 10.999.999,- g. Rp. 11.000.000,-
Part II hint filling out the questionnaire
1. You are asked to read or listen to each questions statements below carefully.
2. Fill in the questions statements below with a checkmark √ in one
column. L
P
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3. The research criteria of column means: Strongly Disagree
1 Disagree
2 Neutral
3 Agree
4 Strongly Agree
5 4. All the answer does not contain true or false judgment of you so that
need not be affected by other people‘s opinion. 5. All the information you entered will be very useful for this research
and we kept confidential.
Part III. Question Statement Instruction for filling: fill in the questions statements below with a checkmark
√ in one column.
A. Customer Value
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