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CHAPTER V CONCLUSION AND SUGGESTION
A. Conclusions
Based on the results of analysis and discussion in the previous chapter then obtained conclusions regarding, the influence of service quality and brand
image to customer satisfaction that impacts to customer loyalty. These conclusions include are :
1. Service quality has influence on customer satisfaction partially in Al- Azhar Cooperative.
2. Brand image has influence on customer satisfaction partially in Al-Azhar Cooperative.
3. Service quality and brand image have influence on customer satisfaction simultaneously in Al-Azhar Cooperative.
4. Service quality has not influence on customer loyalty partially in Al-Azhar Cooperative.
5. Brand image has influence on customer loyalty partially in Al-Azhar Cooperative.
6. Customer satisfaction has not influence on customer loyalty partially in Al-Azhar Cooperative.
7. Service quality, brand image, and customer satisfaction have influence on variable customer loyalty simultaneously in Al-Azhar Cooperative.
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B. Suggestion
Based on the results of the analysis and the conclusions above, obtained some of the implications of the results of this research, such as:
1. For Company a. Service Quality
Service is the one important things part in one company. Good company always gives best services to customer and not only on how
we treat customer but also we assessed the facility or provide a good atmosphere to the customer.
In this research service quality has significant influence on customer satisfaction, but in the other side service quality does not give
influence to customer loyalty. Based on the respondents answer, there are several sector that Al-Azhar Cooperative has to repair the
performance such as empathy and responsiveness. After Al-Azhar Cooperative repair those sector, they need to combine with other sector.
So that, Al-Azhar Cooperative will improve their service quality and the benefit is the consumer can be more loyal.
b. Brand Image Image is one of important thing for brand, because image it likes
identity. The customer will see a good brand from image reputation. In this conclusion, brand image has influence customer satisfaction and
customer loyalty of Al-Azhar Cooperative. Al-Azhar Cooperative has to think creative in checking the quality product, because the customer
94
will see the quality first before they purchase the product. Here, Al- Azhar Cooperative has to concern in order to get customer interesting.
c. Customer Satisfaction Satisfaction is a factor to make a customer repurchases the product
and as one factor makes a customer loyal to the brand or product. In this research, satisfaction of customer Al-Azhar Cooperative gives
influence significantly to customer loyalty. Customer satisfaction in this research gets from service quality and brand image. Here, customer
value and customer responses is a main factor. But, Al-Azhar Cooperative has to keep the customer perception because the all
customer like to give the complaint to the Al-Azhar Cooperative. d. Customer Loyalty
Customer loyalty is last factor in measuring service quality, brand image, and customer satisfaction. In this research, customer loyalty of
Al-Azhar Cooperative gets from brand image and customer satisfaction. It means, customer loyalty of Al-Azhar Cooperative can be affected by
two factors which is brand image and customer satisfaction. Cognitive loyalty and affective loyalty are main sector to be repaired, So Al-
Azhar Cooperative need to keep maintain the product quality and brand of Al-Azhar Cooperative.
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2. For Reader
This preserve research to know the influence of service quality and brand image to customer satisfaction that impacts on customer loyalty. This study
has been done by measure all of element and already explained in the conclusion. In next future research, the next researcher need to explore the
variable customer loyalty with indicator cognitive, affective, conative, and action loya
lty. Because, customer satisfaction doesn’t have influence service quality by indicator tangible, reliability, responsiveness, assurance, and
empathy. Academicians also expected further research may use the research methodology and variable indicator tools.
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http:www.al-azhar.or.id
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Lampiran I : Kuesioner Penelitian KUESIONER PENELITIAN
PENGARUH KUALITAS JASA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN YANG BERDAMPAK PADA LOYALITAS
PELANGGAN
Studi Kasus pada Koperasi Al-Azhar
Dalam rangka menyelesaikan Program Strata Satu Fakultas Ekonomi dan Bisnis Universitas Islam Negeri Syarif Hidayatullah Jakarta, yang sedang
menyusun skripsi sebagai syarat memperoleh gelar Sarjana Ekonomi. Nama
: Ali Akbar NIM
: 1110081100016 Jurusan
: Menejemen Fakultas
: Ekonomi dan Bisnis Saya hendak melakukan penelitian dengan judul
“PENGARUH KUALITAS JASA DAN CITRA MEREK TERHADAP KEPUASAN
PELANGGAN YANG BERDAMPAK PADA LOYALITAS PELANGGAN Studi Kasus pada Koperasi Al-
Azhar”. Untuk itu saya mohon bantuan
BapakIbuSaudarai agar sudi kiranya mengisi angket ini.
99
Screening
Sebelum mengisi kuesioner mohon kesedian BapakIbuSaudaraSaudari untuk mel
engkapi daftar isi dengan member tanda √ pada kotak yang disediakan dibawah ini.
1. Apakah anda pernah berbelanja di Koperasi Al-Azhar? Ya
Tidak
Jika Ya, silahkan lanjutkan ke pertanyaan sebelumnya. Jika Tidak, Silahkan berhenti menjawab dan berhenti sampai disini.
Terima Kasih atas partisipasinya.
Identitas Responden
Nama
: ……………………………
Jenis Kelamin :
1. Pria 2. Wanita
Usia :
1. 19 tahun 4. 51
– 65 tahun 2. 20
– 35 tahun 5. 65 tahun
3. 36 – 50 tahun
Pekerjaan :
1. Pegawai Negeri 4. Pelajar
2. Pegawai Swasta 5.Lain-
Lain…… 3. Wiraswasta
Pengeluaran per bulan : 1. Rp 499.999
2. Rp 500.000 – Rp 999.999
3. Rp 1.000.000 – Rp 1.499.999
4. Rp 1.500.000 – Rp 1.999.999
5. Rp 2.000.000
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Petunjuk Pengisian
Jawablah masing-masing pertanyaan di bawah ini sesuai dengan penilaian saudarasaudari mengenai
“Pengaruh Kualitas Service dan Citra Merek Terhadap Kepuasaan Pelanggan yang berdampak pada Loyalitas Pelanggan
Studi Kasus Koperasi Al-
Azhar”.
Pilihlah salah satu jawaban dari kelima alternative jawaban yang sesuai dengan memberikan tanda centang
√ pada salah satu kolom jawaban yang
tersedia.
1 2
3 4
5 STS
TS RR
S SS
Keterangan : 1. Sangat Tidak Setuju 4. Setuju
2. Tidak Setuju 5. Sangat Setuju
3. Ragu-ragu
Kualitas Jasa X1 No
Pertanyaan STS
TS RR
S SS
1. Karyawan Koperasi Al-Azhar selalu menjaga
kebersihan ruangan 2.
Karyawan Koperasi Al-Azhar selalu berpenampilan menarik dan bersih
3. Karyawan Koperasi Al-Azhar memberikan layanan
sesuai dengan waktu yang dijanjikan 4.
Karyawan Koperasi
Al-Azhar menyelesaikan
masalah dengan cepat ketika terdapat masalah 5.
Karyawan Koperasi Al-Azhar bersedia membantu saya ketika sedang mengalami kesulitan dalam
memilih produk
6. Karyawan
Koperasi Al-Azhar
sopan dalam
menjawab pertanyaan saya 7.
Karyawan Koperasi
Al-Azhar memahami
kebutuhanyang dibutuhkan oleh pelanggan
101
Citra Merek X2 No
Pertanyaan STS
TS RR
S SS
1. Harga yang ditawarkan Koperasi Al-Azhar cukup
terjangkau 2.
Kualitas produk Koperasi Al-Azhar tidak perlu diragukan lagi
3. Merek Koperasi Al-Azhar mempunyai design yang
menarik dibandingkan dengan merek lainnya 4.
Koperasi Al-Azhar mempunyai banyak variasi produk
5. Merek Koperasi Al-Azhar mudah untuk diucapkan
6. Merek Koperasi Al-Azhar mudah untuk diingat
Kepuasan Pelanggan Y1 No
Pertanyaan STS
TS RR
S SS
1. Koperasi Al-Azhar merupakan koperasi yang
menerima keluhan atas pelanggannya 2.
Koperasi Al-Azhar merupakan koperasi yang memberikan informasi dengan baik terhadap sesuatu
yang dibutuhkan oleh pelanggan
3. Pelanggan Koperasi Al-Azhar merupakan pelanggan
yang setia 4.
Koperasi Al-Azhar selalu memberikan perhatian yang lebih bagi pelanggannya
5. Pelanggan Koperasi Al-Azhar merasa aman dan
nyaman terhadap koperasi 6.
Koperasi Al-Azhar merupakan koperasi yang selalu memberikan saran dan keluhan atas pelanggannya
Loyalitas Pelanggan Y2 No
Pertanyaan STS
TS RR
S SS
1. Koperasi Al-Azhar lebih baik dari koperasi lainnya
2. Koperasi Al-Azhar mempunyai kualitas produk yang
baik 3.
Saya merasa yakin dengan Koperasi Al-Azhar 4.
Saya mengutamakan Koperasi Al-Azhar dari produk lainnya
5. Saya sangat menyukai Koperasi Al-Azhar
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6. Saya berniat untuk terus membeli produk Koperasi
Al-Azhar 7.
Saya akan terus membeli produk Koperasi Al-Azhar 8.
Saya akan merekomendasikan Koperasi Al-Azhar terhadap kerabat dan teman
103
Attachments I : Research Questioner RESEARCH QUESTIONER
THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE TOWARD CUSTOMER SATISFACTION THAT IMPACTS ON
COSTUMER LOYALTY Case Study on Al-Azhar Coorperative
Regarding to finish the program of Bachelor Degree Faculty Economics and Business Syarif Hidayatullah State Islamic University Jakarta, who is writing
this thesis as a requirement to get Bachelor Degree of Economic : Name : Ali Akbar
NIM : 1110081100016 Major : Management
Faculty: Economics and Business
I will do research about “THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE TOWARD CUSTOMER SATISFACTION THAT
IMPACTS ON COSTUMER LOYALTY Case Study on Al-Azhar Coorperative”. Therefore, I wish MrMrsBrotherSister are willing to fill out
this questioner.
104
Screening
Before completing
the questionnaire
please the
willingness of
MrMrsBrotherSister to complete the checklist by marking a cross
√ in the
appropriate boxesbelow : 1. Have you ever shopped at Al-Azhar Cooperative?
Yes No
If Yes, please proceed to the next statement. If Not, please stop answering and stop here. Thank you for participation.
Respondent Identity
Name
: ……………………………
Gender :
1. Male 2. Female
Age :
1. 19 years 4. 51
– 65 years 2. 20
– 35 years 5. 65 years
3. 36 – 50 years
Occupation :
1. Civil Servants 4. Students
2. Private Employee 5. Others ………
3. Entrepreneur Expenditure per Month:
1. Rp 499.999 2. Rp 500.000
– Rp 999.999 3. Rp 1.000.000
– Rp 1.499.999 4. Rp 1.500.000
– Rp 1.999.999 5. Rp 2.000.000
105
Filling Instructions
Please answer every questions below according to the judgment
BrotherSister about “THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE TOWARD CUSTOMER SATISFACTION THAT
IMPACTS ON COSTUMER LOYALTY Case Study on Al-Azhar Coorperative”.
Choose one of the answer from the five alternative answers by giving a check mark
√ to the one of available column. 1
2 3
4 5
SD D
N A
SA
Details : 1. Strongly Disagree
4. Agree 2. Disagree
5. Strongly Agree 3. Neutral
Service Quality X1 No
Questions SD
D N
A SA
1. Employee of Al-Azhar Cooperative always maintain
the cleanliness of the room
2. Employee of Al-Azhar Cooperative always look
clean and attractive
3. Employee of Al-Azhar provide service in accordance
with time promised
4. Employee of Al-Azhar Cooperative resolve problems
quickly when there is a problem
5. Employee of Al-Azhar Cooperative willing to help
me when I had difficulty in choose the product
6. Employee of Al-Azhar Cooperative polite in
answering my question
106
7.
Employee of Al-Azhar Cooperative understand the customer needs that are needed by customer
Brand Image X2 No
Questions SD
D N
A SA
1. The price offered by the Al-Azhar Cooperative quite
affordable
2. The quality product of Al-Azhar Cooperative is not
doubt
3. Brand of Al-Azhar Cooperative has an attractive
design than other brands 4.
Al-Azhar Cooperative has a lot of variety products 5.
Brand of Al-Azhar Cooperative is easy to pronounce 6.
Al-Azhar Cooperative brand is easy to remember
Customer Satisfaction Y1 No
Questions SD
D N
A SA
1. Al-Azhar Cooperative is a cooperative which receive
the complaint of customer
2. Al-Azhar Cooperative is a cooperative which provide
good information about something that is needed by the customer
3. Customer of Al-Azhar Cooperative is a loyal
customer 4.
Al-Azhar Cooperative always give more attention to
107
customer
5. Al-Azhar Cooperative customers feel safe and
comfortable to cooperative
6. Al-Azhar Cooperative is a cooperative which is
always give suggestions and complaint of their customers
Customer Loyalty Y2
No Questions
SD D
N A
SA
1. Al-Azhar
Cooperative is
better than
other cooperative
2. Al-Azhar Cooperativehas a good product quality
3. I feel confidence with Al-Azhar Cooperative
4. I prefer Al-Azhar Cooperative than the other
products 5.
I really like Al-Azhar Cooperative 6.
I intend to keep buying of Al-Azhar Cooperative product
7. I will continue to buy the Al-Azhar Cooperative
product 8.
I would recommend Al-Azhar Cooperative to family and friend
108
Attachments II : Result of Output SPSS 17 for Windows
A. Distribution Answer of Respondents
Kategori