Analisis Pengaruh Citra Bauran Pelayanan Terhadap Persepsi Konsumen Dalam Kaitannya Untuk Meningkatkan Loyalitas Konsumen Pada Chandra Super Store Di Bandar Lampung - MCUrepository
Dalani n~zmpertahankankeiaillgsungan hidup usahaiiya, saiap peimsahaaii
baik yervsd~aanbaratlg itnauptin jasa ditilntut untik senantiasa memberikat~
pelayanan terbaik yang sestrai derigan keingitlan d m kebutidlan pelanggannya.
Melalii kualitps pelayanan yang sesiai dengan hardpan para peianggan, maka
dil~asapkanakan terbentuk loyalitas pelanggan yaig merupakaii asset yang sangat
berharga bag1 pentsahaan.
Oalam kualitas pslayanan terdapat lima prinsip dasar yang sering
digunakan untpk menilai kualitas pelayanan, yalini bilkti fisik (tangibles:),empati
(empathy-),kebandalan (reliability), daya tanggap (responsiveness), dan kepastian
(assi~rance).Kualitas pelayanan tersebut &an mempengauhi kepuasan konsiunen
yatlg pada akhi171ya &an lnenciptakati suatu sikap lvyai teshadap jasa maupiui
pen~sd~aan
perlyedia jasa tersebut yang tercermin melalui : nielakukan tindakai~
pembelian segara teratur, menolak jasa pesaing menunjukkan kekebalan dari
tarikan pesaing atau masalah tidak mudah terpengarul~ole11 tarikan pesaing pada
jasa sejenis, &I mengajak tetnani' mereko~nedasika.iya.
Atas dasar uraian diatas, maka perlu dilakukan penelitian untitl
menganalisa Pengamb Citra Bauran Pelayanan terhadap Persepsi Konsumen
dalanl Kaita~mya Untuk meningkatkan Loyalitas Konsumen pada Chandra
super--store di Banda r Lam pung.
~ent~l'is
menyebat-kan kuesioner bag 50 responden, yakni konsumen
Chandra super-store di Bandar Lampung dengan validitas 0.8045 dan
reliabilitas 3.7132 berdasarkan hasil kuesioner yang telah disebar, serta
m e n g a d a h wawancara langsung dengan pd~ak.Chandra sirper-store di Bandar
Lampung.
Berdasarkan perhitungan yang telah dilakukan melalui metode statistik
Nonparan~ehlkIZirnk Spearrrrirn, maka didapat rs sebesar 0,890 dengall tingkat
ketnelesetatl 0,l yang tesbiikti ballwa terdapat hubuulgan yang cikup kuat dai
searall antara variabel citra bauran pelayanan dan variabel loyalitas kosutnen.
Dimana jika dilihat dari koefisien determinasi (Kd) sebesar 79,21%, loyalitas
konswnen dipengarulli oleh Citra Bauran Pelayanan (kualitas pelayanan)
sedangkan sisqnya 20,7996 dipengaruhi oleh faktor-fahqor lain yang ti& diteliti.
Dan statist* uji, maka didapat hasil t Ilitung sebesar 19,32 dan setelah
dibandingkan dengan t tabel diperoleh hasil 1,6645 dalam ha1 ini t h i t u g lebih
besar daripaqa t tabel (19,32>1,6645) selingga Ho ditolak astinya ada huburngal
antara M i t a s pelayanan dan loyalitas konsuttien.
Hal ini rnenl(njukkan bahwa pengaruh citra baurati pelayanan rerhadap loyalitas
konsumen d1 CHANDRA szker-store di Bandar Lampung cukup besar yaitu
(79.21%).
.
For maintain their attempt's life, each goods or services conlpany are
demairded to give tile best setvice that sititable with what the customer's needed
and wist~ed.With service quality that suitable with their wishes then hope will be
formed the customer's loyalty which is it the best assets for company or services
suppliers.
On the service qualityl there are five basics principles that often used for
e~/aluateservices, they are physics evidence (tangibles), etnpathy, reliability,
responsivene'ss, and assurance. Those service qiiality will influence customer's
satisfaction thgt finally conceive loyal character with that service and senlice
supplier company that reflected in : doing purchase regularly, refiise competitor's
service, showing resisteace fi-om competitor's attractions or not easy to be
influenced by competitor's attraction at the same kind, and invited Frierid or
recomandation it.
Depend on the explanation above, we need to do research about the effect
of image of' service mix to consumer's perceptions in correlation to increase
consumer's loyalty in Chandra siiper-store di Bandar Lampung.
The writer spread out questionaire for 50 respondent, they are Cllandra
super store's consiuner in Bandar Lainpi~ngwith validity 0.890 and reability
0.7132 and ~nadea direct interview wit11 finanagement of Chandra super-store in
Bandar bmgung. Based on calculation that has done tlrougl~SPSS procedure
Rank Speat-nian Non Parametric, rs=0,890, wit11 significant 0.1 proved that there
is quite strorlg connection between image of service mix variable with constuner
loyalty variable. Where coefficient determinatioiil is 79,21?;6, constuner loyalty
influenced by image of service rnix (service quality) and 20,79% intluenced by
other factors,which is not researched. From statistic test, "t hinmg7'=19,32, and
after comparing with "t table" is result 1,6645 in this case "t hitung" > "t table"
( 1 9,32>1,6645) so, Ho seefused, it tnearls that there is correlation behveen image of
service mix variable with consumer loyalty variable
Thrs result shpws that the effect of image service mix to co~lsumerloyalty of
CJvi.ndrasuper-store in Bandar Lampung.is strong enough (79.2 1%).
DAFTAR IS1
ABSTRA.K ............................................................................................i
AHST'ltilC'i'v...........................................................................................
..
11
...
KA'TA PENGAN'TAR ..............................................................................
111
..
DAFTAR IS1 ........................................................................................ v ~ i
DAFTAR GAMBAR ..............................................................................
.xi
DAFTPLR TABEL .................................................................................
..
xi1
BAB I . PENDAHULUAN
1.1 Latar Belakang Penelitian ............................................................... 1
1.2 Ideniifikasi Masalah ..................................................................... 6
1.3 blaksud dan Tujuan Penelitian.......................................................... 7
1.4 Kegunaan Psnelitian .................................................................... 7
1.5 Kerangka pe~nikirandan hipotesis ..........................................................
8
. .
1.5.1 kerangka pemr klran................................................................................... 8
1.5.2 hipotesis..................................................................................................
17
1.6 NIetode Peqelitian ..................................................................... 17
1.6.1 Operasional Variabel ............................................................ 17
1.6.2 Metode penarikan sampel....................................................................... 29
1.6.3 Metode Pen,-
pulan Data .................................................... 30
1.6.4 Metode Analisis Data .................................................................... 31
1.7 Lokasi dau Waktu Penelitian......................................................... 35
1.7.I Lokasi Fenelitian.......:; ....................................................... 35
vii
..
1.7.2 Waktu Penellt~an.................................................................35
BAB I1 : TINJAUAN PUSTAKA
2.1 Konsep Inti pemasaran....................................................................................38
2.1 . I Pengertian Konsep Inti Petmasarm .........................................................38
2.1.2 Unsur-unsur konsep inti pemasaran....................................................... 38
2.2 Pemasaran ......................................................................................... 40
3.1.1 Pengertian Pelnasaran .....................................................................
40
2.1.2 Pengertian manajeinen pemasaran .................................................. 42
2.3 Konsep pemasaran..........................................................................................
-44
2.3.1 Pengertian konsep pemasaran..................................................................44
2.3.2 Konsep-konsep pemasaran....................................................................... 44
2.4 Bauran Pernasaran ...................................................................... 46
2.4.1 Pensettian Bauran Pemasaran ................................................ -46
2.2.2 Variabel-variabel Bauran Pernasaran .......................................... 47
2.5 Variabel-variabel bauran pelayanan ............................................................... -50
2.5.1 Diferensiasi bauran pelayanan ................................................................ 53
. .
rn
~ 3 . Diferensrasl
2
personalia........................... A
-
2.5.3 Diferensiasi citra..................................................................................... 55
2.6 Jasa .......................................................................................
59
2.6.1 Pengertian Jasa .................................................................. 59
2.6.2 Karqkteristik Jasa ...............................................................60
2.6.3 Kateg~ripenawaran jasa .........................................................................62
2.6.4 Klasifikasi Jasa ...................................................................... -63
7
2.6.5 hekyqtan
j asa.......................................................................................... 69
2.5.6 Proses Psmbelian Jasa ......................................................... 70
2.6.7 Masalah-masalah dalam bisnis jasa ........................................................ 71
2.6.8 Stratsgi dalarn mengatasi masalah jasa ................................................... 72
2.6.9 Pemagaran Jasa dan Strategi Pemasaran Jasa ............................... 74
2.6.9.1 pemasaran jasa ..............................................................................
...
Vlll
74
.
2.6.9.2 Strategi peinasaran -1asa.................................................................. 76
2.6.10 Strategi Mengelola Perlnintaanjasa dan strategi mengelola
Penawaran jasa ...................................................................................... 82
2.6.10.1 Strategi Mengelola Perrnintaan Jasa ..................................82
2.6.10.2 Strategi Mengelola Penawaran Jasa .................................... 83
2.7 Kualitas pelayanan........................................................................................... 86
2.1.1 Pengertian kualitas................................................ -.-................... ........... 86
'
I
2.7.2 Pengertian pelayanan ...............................................................................87
2.7.3 Pengertian kualitas jasa ...........................................................................
-88
2.7.4 Dimensi kualitas jasa ..................................................:............................90
2.8 persepsi konsumen dan Perilaku Konsumen.........................................91
2.8.1 Pengprtian Persepsi Konsumen.................................................. 91
2.8.2 Faktor4aktor yang Mernpengaruhi persepsi Konsumen ....................... 93
2.8.3 kualitas yang dipersepsi ........................................................................... 94
2.8.4 Resika yang dipersepsi kotlsumen.......................................................... -94
2.8.5 Pengertian perilaku konsumen .................................................................95
2.8.6 Faktor-fak
baik yervsd~aanbaratlg itnauptin jasa ditilntut untik senantiasa memberikat~
pelayanan terbaik yang sestrai derigan keingitlan d m kebutidlan pelanggannya.
Melalii kualitps pelayanan yang sesiai dengan hardpan para peianggan, maka
dil~asapkanakan terbentuk loyalitas pelanggan yaig merupakaii asset yang sangat
berharga bag1 pentsahaan.
Oalam kualitas pslayanan terdapat lima prinsip dasar yang sering
digunakan untpk menilai kualitas pelayanan, yalini bilkti fisik (tangibles:),empati
(empathy-),kebandalan (reliability), daya tanggap (responsiveness), dan kepastian
(assi~rance).Kualitas pelayanan tersebut &an mempengauhi kepuasan konsiunen
yatlg pada akhi171ya &an lnenciptakati suatu sikap lvyai teshadap jasa maupiui
pen~sd~aan
perlyedia jasa tersebut yang tercermin melalui : nielakukan tindakai~
pembelian segara teratur, menolak jasa pesaing menunjukkan kekebalan dari
tarikan pesaing atau masalah tidak mudah terpengarul~ole11 tarikan pesaing pada
jasa sejenis, &I mengajak tetnani' mereko~nedasika.iya.
Atas dasar uraian diatas, maka perlu dilakukan penelitian untitl
menganalisa Pengamb Citra Bauran Pelayanan terhadap Persepsi Konsumen
dalanl Kaita~mya Untuk meningkatkan Loyalitas Konsumen pada Chandra
super--store di Banda r Lam pung.
~ent~l'is
menyebat-kan kuesioner bag 50 responden, yakni konsumen
Chandra super-store di Bandar Lampung dengan validitas 0.8045 dan
reliabilitas 3.7132 berdasarkan hasil kuesioner yang telah disebar, serta
m e n g a d a h wawancara langsung dengan pd~ak.Chandra sirper-store di Bandar
Lampung.
Berdasarkan perhitungan yang telah dilakukan melalui metode statistik
Nonparan~ehlkIZirnk Spearrrrirn, maka didapat rs sebesar 0,890 dengall tingkat
ketnelesetatl 0,l yang tesbiikti ballwa terdapat hubuulgan yang cikup kuat dai
searall antara variabel citra bauran pelayanan dan variabel loyalitas kosutnen.
Dimana jika dilihat dari koefisien determinasi (Kd) sebesar 79,21%, loyalitas
konswnen dipengarulli oleh Citra Bauran Pelayanan (kualitas pelayanan)
sedangkan sisqnya 20,7996 dipengaruhi oleh faktor-fahqor lain yang ti& diteliti.
Dan statist* uji, maka didapat hasil t Ilitung sebesar 19,32 dan setelah
dibandingkan dengan t tabel diperoleh hasil 1,6645 dalam ha1 ini t h i t u g lebih
besar daripaqa t tabel (19,32>1,6645) selingga Ho ditolak astinya ada huburngal
antara M i t a s pelayanan dan loyalitas konsuttien.
Hal ini rnenl(njukkan bahwa pengaruh citra baurati pelayanan rerhadap loyalitas
konsumen d1 CHANDRA szker-store di Bandar Lampung cukup besar yaitu
(79.21%).
.
For maintain their attempt's life, each goods or services conlpany are
demairded to give tile best setvice that sititable with what the customer's needed
and wist~ed.With service quality that suitable with their wishes then hope will be
formed the customer's loyalty which is it the best assets for company or services
suppliers.
On the service qualityl there are five basics principles that often used for
e~/aluateservices, they are physics evidence (tangibles), etnpathy, reliability,
responsivene'ss, and assurance. Those service qiiality will influence customer's
satisfaction thgt finally conceive loyal character with that service and senlice
supplier company that reflected in : doing purchase regularly, refiise competitor's
service, showing resisteace fi-om competitor's attractions or not easy to be
influenced by competitor's attraction at the same kind, and invited Frierid or
recomandation it.
Depend on the explanation above, we need to do research about the effect
of image of' service mix to consumer's perceptions in correlation to increase
consumer's loyalty in Chandra siiper-store di Bandar Lampung.
The writer spread out questionaire for 50 respondent, they are Cllandra
super store's consiuner in Bandar Lainpi~ngwith validity 0.890 and reability
0.7132 and ~nadea direct interview wit11 finanagement of Chandra super-store in
Bandar bmgung. Based on calculation that has done tlrougl~SPSS procedure
Rank Speat-nian Non Parametric, rs=0,890, wit11 significant 0.1 proved that there
is quite strorlg connection between image of service mix variable with constuner
loyalty variable. Where coefficient determinatioiil is 79,21?;6, constuner loyalty
influenced by image of service rnix (service quality) and 20,79% intluenced by
other factors,which is not researched. From statistic test, "t hinmg7'=19,32, and
after comparing with "t table" is result 1,6645 in this case "t hitung" > "t table"
( 1 9,32>1,6645) so, Ho seefused, it tnearls that there is correlation behveen image of
service mix variable with consumer loyalty variable
Thrs result shpws that the effect of image service mix to co~lsumerloyalty of
CJvi.ndrasuper-store in Bandar Lampung.is strong enough (79.2 1%).
DAFTAR IS1
ABSTRA.K ............................................................................................i
AHST'ltilC'i'v...........................................................................................
..
11
...
KA'TA PENGAN'TAR ..............................................................................
111
..
DAFTAR IS1 ........................................................................................ v ~ i
DAFTAR GAMBAR ..............................................................................
.xi
DAFTPLR TABEL .................................................................................
..
xi1
BAB I . PENDAHULUAN
1.1 Latar Belakang Penelitian ............................................................... 1
1.2 Ideniifikasi Masalah ..................................................................... 6
1.3 blaksud dan Tujuan Penelitian.......................................................... 7
1.4 Kegunaan Psnelitian .................................................................... 7
1.5 Kerangka pe~nikirandan hipotesis ..........................................................
8
. .
1.5.1 kerangka pemr klran................................................................................... 8
1.5.2 hipotesis..................................................................................................
17
1.6 NIetode Peqelitian ..................................................................... 17
1.6.1 Operasional Variabel ............................................................ 17
1.6.2 Metode penarikan sampel....................................................................... 29
1.6.3 Metode Pen,-
pulan Data .................................................... 30
1.6.4 Metode Analisis Data .................................................................... 31
1.7 Lokasi dau Waktu Penelitian......................................................... 35
1.7.I Lokasi Fenelitian.......:; ....................................................... 35
vii
..
1.7.2 Waktu Penellt~an.................................................................35
BAB I1 : TINJAUAN PUSTAKA
2.1 Konsep Inti pemasaran....................................................................................38
2.1 . I Pengertian Konsep Inti Petmasarm .........................................................38
2.1.2 Unsur-unsur konsep inti pemasaran....................................................... 38
2.2 Pemasaran ......................................................................................... 40
3.1.1 Pengertian Pelnasaran .....................................................................
40
2.1.2 Pengertian manajeinen pemasaran .................................................. 42
2.3 Konsep pemasaran..........................................................................................
-44
2.3.1 Pengertian konsep pemasaran..................................................................44
2.3.2 Konsep-konsep pemasaran....................................................................... 44
2.4 Bauran Pernasaran ...................................................................... 46
2.4.1 Pensettian Bauran Pemasaran ................................................ -46
2.2.2 Variabel-variabel Bauran Pernasaran .......................................... 47
2.5 Variabel-variabel bauran pelayanan ............................................................... -50
2.5.1 Diferensiasi bauran pelayanan ................................................................ 53
. .
rn
~ 3 . Diferensrasl
2
personalia........................... A
-
2.5.3 Diferensiasi citra..................................................................................... 55
2.6 Jasa .......................................................................................
59
2.6.1 Pengertian Jasa .................................................................. 59
2.6.2 Karqkteristik Jasa ...............................................................60
2.6.3 Kateg~ripenawaran jasa .........................................................................62
2.6.4 Klasifikasi Jasa ...................................................................... -63
7
2.6.5 hekyqtan
j asa.......................................................................................... 69
2.5.6 Proses Psmbelian Jasa ......................................................... 70
2.6.7 Masalah-masalah dalam bisnis jasa ........................................................ 71
2.6.8 Stratsgi dalarn mengatasi masalah jasa ................................................... 72
2.6.9 Pemagaran Jasa dan Strategi Pemasaran Jasa ............................... 74
2.6.9.1 pemasaran jasa ..............................................................................
...
Vlll
74
.
2.6.9.2 Strategi peinasaran -1asa.................................................................. 76
2.6.10 Strategi Mengelola Perlnintaanjasa dan strategi mengelola
Penawaran jasa ...................................................................................... 82
2.6.10.1 Strategi Mengelola Perrnintaan Jasa ..................................82
2.6.10.2 Strategi Mengelola Penawaran Jasa .................................... 83
2.7 Kualitas pelayanan........................................................................................... 86
2.1.1 Pengertian kualitas................................................ -.-................... ........... 86
'
I
2.7.2 Pengertian pelayanan ...............................................................................87
2.7.3 Pengertian kualitas jasa ...........................................................................
-88
2.7.4 Dimensi kualitas jasa ..................................................:............................90
2.8 persepsi konsumen dan Perilaku Konsumen.........................................91
2.8.1 Pengprtian Persepsi Konsumen.................................................. 91
2.8.2 Faktor4aktor yang Mernpengaruhi persepsi Konsumen ....................... 93
2.8.3 kualitas yang dipersepsi ........................................................................... 94
2.8.4 Resika yang dipersepsi kotlsumen.......................................................... -94
2.8.5 Pengertian perilaku konsumen .................................................................95
2.8.6 Faktor-fak