Institutional Repository | Satya Wacana Christian University: Pengaruh Customer Service dan Customer Value Pada Terbentuknya Brand Relationship

ABSTRACT

This study aims to determine the empirical evidence on customer service and
customer value that affects the formation of the brand relationship. This study is
an extension of previous studies on customer service and customer value, and
want to see their relationship to the brand relationship variable. The problems of
this study: 1) Does customer service affect the customer value? 2) Does customer
service affect the brand relationship? 3) Does customer value affect brand
relationship? This research was conducted at Johnny Andrean Salon Paragon
Mall Semarang. The population is salon’s customers with sample amount 80
people. Sampling technique is using purposive sampling. Analysis of the data
using software SmartPLS (Partial Least Square), as well as testing the
relationship directly and indirectly by using the Sobel Test. The conclusions of
this study: 1) Customer service has a positive influence and significant effect on
customer value, 2) Customer service has a positive influence and significant effect
on brand relationship, 3) Customer value has a positive influence and significant
effect on brand relationship, 4) Customer service is the biggest factor to the brand
relationship, 5) Customer service more affects the brand relationship directly
without through the customer value.
Keywords: customer service, customer value, brand relationship

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SARIPATI

Penelitian ini ditujukan untuk mengetahui bukti empiris mengenai customer
service dan customer value yang mempengaruhi terbentuknya brand relationship.
Penelitian ini merupakan pengembangan penelitian sebelumnya tentang layanan
dan nilai pelanggan serta ingin melihat hubungan keduanya pada variabel brand
relationship. Persoalan penelitian ini: 1) Apakah customer service berpengaruh
terhadap cutomer value? 2) Apakah customer service berpengaruh terhadap brand
relationship? 3) Apakah customer value berpengaruh terhadap brand
relationship? Penelitian ini dilakukan di Johnny Andrean Salon Mall Paragon
Semarang. Populasi penelitian adalah pelanggan salon dengan sample berjumlah
80 orang. Teknik pengambilan sample adalah dengan menggunakan purposive
sampling. Analisis data menggunakan software SmartPLS (Partial Least Square),
serta pengujian hubungan secara langsung dan tidak langsung dengan
menggunakan Sobel Test. Kesimpulan penelitian: 1) Customer service
berpengaruh positif dan signifikan terhadap customer value, 2) Customer service
berpengaruh positif dan signifikan terhadap brand relationship, 3) Customer value
berpengaruh positif dan signifikan terhadap brand relationship, 4) Customer

service menjadi faktor terbesar dalam terbentuknya brand relationship, 5)
Customer service memiliki pengaruh yang lebih besar terhadap brand relationship
secara langsung tanpa melewati customer value.
Kata kunci: customer service, custome value, brand relationship

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