Pengaruh Marketing Communication dan After Sales Service Quality Terhadap Customer Satisfaction dan Customer Loyalty Pada Customer Toyota Minibus Auto2000 Padang

Mutiara Agatha Putri, Yasri Yasri

Abstract


Penelitian ini bertujuan membuktikan dan menganalisis pengaruh marketing communication dan after sales service quality terhadap customer satisfaction dan customer loyalty. Riset ini dilakukan kepada 270 orang konsumen Toyota Minibus Auto2000 Padang. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pengumpulan data dilakukan dengan survei dengan menyebarkan kuesioner. Metode analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM). Sesuai dengan hasil penguijan hipotesis ditemukan marketing communication, after sales service quality dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty Toyota Minibus Auto2000 Padang. Pada tahapan pengujian yang sama juga berhasil dibuktikan marketing communication dan after sales service quality berpengaruh positif dan signifikan terhadap customer satisfaction Toyota Minibus Auto2000 Padang. Selanjutnya pada tahapan pengujian pengaruh tidak langsung ditemukan customer satisfaction mampu memediasi hubungan antara marketing communication dengan customer loyalty Toyota Minibus Auto2000 Padang. Pada tahapan pengujian pengaruh tidak langsung kedua ditemukan customer satisfaction tidak memediasi hubungan antara after sales service quality dengan customer loyalty Toyota Minibus Auto2000 Padang.

Keywords


Marketing Communication, After Sales Service Quality, Customer Satisfaction, Customer Loyalty.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95653

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