Pengaruh Kualitas Jasa Terhadap Nilai Pelanggan Serta Dampaknya Terhadap Citra PT. POS Sebagai Penyedia Jasa Kurir
Abstract
Perkembangan globalisasi menyebabkan disepakatinya perdagangan internasional, ini menyebabkan berkembangnya industri pengiriman barang di Indonesia. PT. POS sebagai penyedia jasa kurir milik negara mulai memiliki banyak pesaing, sehingga market share PT. POS berkurang dibandingkan dengan jasa pengiriman milik swasta, menyebabkan pendapatan EMS menurun. Tujuan penelitian ini yaitu untuk mengetahui kualitas jasa terhadap nilai pelanggan serta dampaknya terhadap citra PT. POS. Kualitas jasa berpengaruh terhadap nilai pelanggan, nilai pelanggan berpengaruh terhadap citra perusahaan.
Metode yang digunakan dalam penelitian ini adalah descriptive survey dan explanatory survey terhadap sampel berukuran 100 pelanggan EMS. Untuk mengukur besarnya pengaruh kualitas jasa terhadap nilai pelanggan serta dampaknya terhadap citra perusahaan digunakan analisis SEM (Structural Equation Model).
Hasil penelitian menunjukkan bahwa kualitas jasa berpengaruh terhadap nilai pelanggan, dan nilai pelanggan berpengaruh terhadap citra PT. POS sebagi penyedia jasa kurir. Faktor dominan yang mempengaruhi citra PT. POS yaitu nilai pelangganKeywords
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DOI: https://doi.org/10.17509/jimb.v3i1.12781
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