Pengaruh kualitas layanan dan customer relationship management terhadap loyalitas pelanggan (studi kasus pada CV. Bamb\'s Brother Rent Car).

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a k i m a n i d a g u j n a d n a a m a s r e b e k s a t a h i s a k a m ir e T . a y n n i a l M P M K U r a s e b

b i u l a li d h a n r e p g n a

y ersama.

. 9

1 Teman-teman PMKR ICabang Yogyakatra St .Thoma sAquinas 2013-2014

, if i F , l e g n A k a b M , h o k O , o i R s a M , a t a T k a b M , g n a t n i B k a K , s a m o h T g n a B

h i s a k a m ir e T . a y n n i a l I R K M P r a s e b a g r a u l e k a u m e s n a d fl o d A g n a B , li c e C

n a t a p m e s e k n a d , a k i m a n i d , n a a m a s r e b e k s a t

a belaja r berorganisas iyang

. n a k ir e b i d h a l e t

(16)

ii i x .

0

2 Teman-temanRumahBelaja rOmah Pohon :Mbak Zitta ,Calro ,Glenn ,Sepit ,

s a t a h i s a k a m ir e T . o n i D , a y d i W , i n u Y k a b M , a g g n a R s a M , l e g n A k a b M

.r a j a g n e m t a a s n a a m a s r e b e k

. 1

2 Teman-temanKomuntia sStud iKebangsaan Universita sSanataDharma :Pak

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. 2

2 Seluruh manajemen dan karyawan CV .Bamb’ sBrothe rRen tCar ,teirma

s e s o r p m a l a d u t n a b m e m h a l e t n a d n a k ir e b i d g n a y n a t a p m e s e k s a t a h i s a k

.i n i i s p ir k s n a k i a s e l e y n e m k u t n u s il u n e p

n a n u s u y n e p m a l a d n a g n a r u k e k k a y n a b h i s a m a w h a b i r a d a y n e m s il u n e P

g n a y n a r a s n a d n a r a s n a k h u t u b m e m s il u n e p , it a h h a d n e r n a g n e D .i n i i s p ir k s

u g n a b m e

m ndalamkaryas elanjutnya.Semogas k irpsii n imembeirkanmanfaa tdan

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,s il u n e P

W a n o D a k s i s n a r

(17)

v i x

I S I R A T F A D

L U D U J N A M A L A

H .............................................................................. i

G N I B M I B M E P N A U J U T E S R E P N A M A L A

H ................................. .. ii

P N A M A L A

H ENGESAHAN .............................................................. i ii

N A H A B M E S R E P N A M A L A

H ............................................................ i v

O T T O M N A M A L A

H ............................................................................ v

A Y R A K N A I L S A E K N A A T A Y N R E

P ................................................ v i

A Y R A K I S A K I L B U P N A U J U T E S R E P N A A T A Y N R E P R A B M E L

S I M E D A K A N A G N I T N E P E K K U T N U H A I M L

I .............................. v ii

K A R T S B

A ............................................................................................ v i ii

T C A R T S B

A ............................................................................................. ix

R A T N A G N E P A T A

K ........................................................................... x

I S I R A T F A

D .......................................................................................... xiv

L E B A T R A T F A

D ................................................................................. x iv i

N A G A B R A T F A

D ................................................................................. x i vii

N A R I P M A L R A T F A

D ......................................................................... xix

N A U L U H A D N E P . I B A B

.

A Lata rBelakang ... 1

.

B RumusanMasalah ... 5

(18)

v x .

C BatasanMasalah ... 5

.

D Deifnis iOperasional... .... 5

.

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.

F Manfaa tPeneilitan ... 7

. I I B A

B TINJAUANPUSTAKA

.

A Desk irps iTeo ir... 9

s a ti l a u K .

1 J asa... 9

.

2 Cu tsome rRela itonshipManagement ........................................ 1 9 .

3 Loyaltia sPelanggan ... 2 6

n a it il e n e P m a l a d n a t a k e d n e P .

4 ... 3 4

.

B Hasi lPeneilitanTerdahulu ... 3 7

.

C KerangkaBerpiki rdanHipotesi sPeneilitan... 4 0

N A I T I L E N E P E D O T E M . I I I B A B

.

A Jeni sPeneilitan ... 4 5

.

B TempatdanWaktuPeneilitan ... 4 5

.

C SubjekdanObjekPeneilitan ... 4 6

.

D Populas idanSampel... 4 7

.

E Vairabe lPeneilitandanOperasionaln ya... 4 7

.

F TeknikPengumpulanData... 5 0

.

G TeknikAnailsi sData ... 5 4

.

1 TeknikPengu ijanI nsrtumen ... 5 4

.

(19)

i v x .

3 Uj iAsums iKlasik ... 6 1

.

4 Uj iHipotesis... .... 6 3

N A A H A S U R E P N A R A B M A G . V I B A B

.

A SejarahPerusahaan ... 6 7

.

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.

C Srtateg iPerusahaan... 6 8

.

D Lokas iPerusahaan ... 6 9

.

E Srtuktu rOrganisasi ... 7 0

.

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N A S A H A B M E P N A D A T A D S I S I L A N A . V B A B

.

A Hasi lPeneilitan... .... 7 3

.

B PembahasanHasi lPeneilitan ... 9 3

N A R A S , N A S A T A B R E T E K , N A L U P M I S E K . I V B A B

.

A Kesimpulan ... 1 00

.

B Keterbatasan ... 1 1 0

.

C Saran ... 1 2 0

A K A T S U P R A T F A

D ............................................................................. 105

N A R I P M A

L . ......................................................................................... 107

(20)

ii v x

L E B A T R A T F A D

Tabel Halaman

1 .I

I Empa tKeteirkatanRelatfi... 3 0 2

.I

I EmpatJ eni sLoyaltias... 3 1 1

.I I

I K -Kisi is iKuesione rVairabe lKualtia sLayanan... 5 2 2

.I I

I K -isiKis iKuesione rVairabe lCustome rRelaitonship t

n e m e g a n a

M ... 2 5

3 .I I

I K -isiKis iKuesione rVairabe lLoyaltia sPelanggan... 5 3 4

.I I

I Hasi lUj iVaildtia sKualtia sLayanan... 5 5 5

.I I

I Hasi lUj iVaildtia sCu tsome rRelaitonshipManagement……... 5 6 6

.I I

I Hasi lUj iVaildtia sLoyaltia sPelanggan………. 65 7

.I I

I Hasi lUj iReilab litias………... 85 1

.

V KarakteirsitkRespondenBerdasarkanJ eni sKelamin……… 7 4 2

.

V KarakteirsitkRespondenBerdasarkanUsia……… 57 3

.

V KarakteirsitkRespondenBerdasarkanPekejraan………... 7 5 4

.

V KarakteirsitkRespondenBerdasarkanKendaraanyangDisewa. .. 7 6 5

.

V Katego irsas iKualtia sLayanan………... 7 8 6

.

V Katego irsas iCu tsome rRelaitonshipManagement………. 79 7

.

V Katego irsas iLoyaltia sPelanggan………... 18 8V . Hasi lUj iNormaltias... 8 3

9 .

V Hasi lUj iLineartia .s... 8 4 0

1 .

V Hasi lUj iMulitkoilneartias... 8 6 1

1 .

V Hasi lUj iHeteroskedasitstia .s... 8 7 2

1 .

V KesimpulanUj iAsums iKlasik... 8 8 3

1 .

V Hasi lUj iHipotesi .s... 8 9 4

1 .

V Hasi lUj iF... 9 2 5

1 .

(21)

ii i v x

R A T F A

D BAGAN

n a g a

B Halaman

I

I 1. BaganKerangkaBerpikri... 4 3 1

. V

I BaganSrtuktu rOrganisas iPerusahaan... 70

(22)

x i x

R A T F A

D LAMPIRAN

n a r i p m a

L Halaman

1 n a ri p m a L

n a ri p m a

L 2

n a it il e n e P n ij I t a r u

S ... ..

.. .. .. .. .. .. .r e n o i s e u

K ...

7 0 1

9 0 1 n

a ri p m a

L 3 DataInduk... 1 61 n

a ri p m a

L 4 Karakte irsitkRespondendanDesk irps iVa irabe l... 1 62 n

a ri p m a

L 5 Uj iVaildtia sdanUj iReilablitias... 1 23 n

a ri p m a

L 6 Uj iNormaltia sdanUj iLiniertias... 1 73 n

a ri p m a

L 7 Uj iAsums iKlasik... 1 40 n

a ri p m a

(23)

1 I B A B N A U L U H A D N E P .

A LatarBelakangMasalah

Perkembangan jaman yang cukup pesa t d i era globailsas i in i telah

k a p m a d k i a B . t a k a r a y s a m n a p u d i h e k i g a b r a s e b g n a y k a p m a d n a k ir e b m e m g n a y i g o l o n k e t n a g n a b m e k r e P . fi ti s o p g n a y k a p m a d n u p u a t a f it a g e n g n a y n a t s n i a b r e s k e f e n a k ir e b m e m , h i g g n a c n a d u j a m n i k a m e

s kepadamasyarakat .

h i b e l g n a y t a k a r a y s a m t a u b m e m n a t s n i a b r e s k e f e a d a p n a g n u r e d n e c e K . t o p e r k a d it a g u j n a d s it k a r p a b r e s g n a y u t a u s e s i a k u y n e

m Tidak hanya

g n a d i b i d n a g n a b m e k r e p a g u j i p a t e t , a j a s i g o l o n k e t g n a d i b i d n a g n a b m e k r e p . i s a tr o p s n a

rt Perkembangans arana rtanspo trasii n idtiunjukkandengans emakin

. t a k a r a y s a m h e l o n a k a n u g i d n a d n a k a t p i c i d g n a y n a a r a d n e k a y n k a y n a b a n u g n a k h u t u b i d t a g n a s g n a m e m i s a tr o p s n a rt g n a d i b i d n a g n a b m e k r e P e k t a p m e t u t a s i r a d h a d n i p r e b s u r a h a k it e k a i s u n a m s a ti li b o m u t n a b m e m . a y n n i a l g n a y t a p m e t a n a r a s u t a u s i d a j n e m i s a tr o p s n a rt a n a r a s , n a m a j n a g n a b m e k r e p g n ir i e S i s a tr o p s n a rt a n a r a s , u l u h a d n a m a j a d a P . a i s u n a m p a it e s h e l o n a k h u t u b i d g n a y t a a s k u t n u i p a t e T . a y n h a l m u j s a t a b r e t t a g n a s h i s a m n a d a n a h r e d e s u ti g e b h i s a m h a d u s , i n

i bermacam-macam bentuk dan j enisnya .Mula idar ikendaraan roda

g n a b r e t t a w a s e p a g u j n a d a t e r e k a t p i c r e t a g g n i h t a p m e a d o r n a a r a d n e k , a u d s a ti li b o m n a h u t u b e k i h u n e m e m k u t n u n a k i a u s e s i d a g u j n u p a y n i s g n u f g n a y i s a tr o p s n a rt a n a r a s i ri d n e s a i s e n o d n I i D . a i s u n a

m sepe tr imoto rdan mobi l

s a ti v it k e f e n a k g n u ti h r e p m e m h i b e l t a k a r a y s a m a n e r a k , n a k h u t u b i d h a lt a g n a s . u t k a w i s n e i s if e a g u j n a d

(24)

, i n i t a a s a d a p g n it n e p t a g n a s l i b o m n a d r o t o m i tr e p e s i s a tr o p s n a rt a n a r a S d r o t o m n a a w e s r e p n a k ir i d n e m k u t n u a h a s u g n a u l e p a g g n i h e

s an mobi l

. t a s e p g n a b m e k r e

b Usahapersewaan moto rdan mobi lmenjad ipeluang usaha

n a a r a d n e k n a k h u t u b m e m g n a y s ir u t n u p u a t a t a k a r a y s a m u t n a b m e m k u t n u n a d r a j a l e p a t o k i a g a b e s a tr a k a y g o Y I D i s n i v o r P . ir a h a p a r e b e b u t k a w m a l a d y a d i d a j n e m a t a s i w i s a n it s e d a t o

k a tairk bag i para pendatang . Meilha t

I D i s n i v o r P e k g n a t a d g n a y s ir u t a r a p a tr e s a w s i s a h a m n a d r a j a l e p a y n k a y n a b m a l a d g n a u l e p u t a u s i d a j n e m r u b il r e b k u t n u n a d r a j a l e b k u t n u a tr a k a y g o Y a l a s i d a j n e m g n a y i n i l a H . li b o m a g u j n a d r o t o m n a a w e s r e p a h a s u a k u b m e m h r o t k a f u t a

s pendorongberdi irnyabanyakusahapersewaankendaraanbermotor .

g n e

D an demikian, usaha persewaan moto rdan mobi lsanga tmembantu bag i

g n a r

o -orang yang memang membutuhkan kendaraan untuk melakukan

. n a n a l a jr e p r e p a s a j a h a s u n a k g n a b m e g n e m m a l a

D sewaanmoto rdanmobi ldipelrukan

i n i l a H . n a g g n a l e p n a a y a c r e p e

k betrujuan aga rpelanggan tetap seita untuk

u ti a n e r a k h e l O . n a a h a s u r e p a d a p n a a r a d n e k a w e s n a k u k a l e m i l a b m e k , h a s u r e

p aan haru smampu membangun dan menjaga kepercayaan pelanggan .

p n a a y a c r e p e

K elanggan berkatian dengan loyaltia s pelanggan terhadap

u t n e t n a a w e s r e p a h a s u n a k g n a b m e g n e m k u t n U . n a a h a s u r e

p dibutuhkan

n a g g n a l e p s a ti l a y o

l karena loyaltia s pelanggan sanga t berpengaruh dalam

(25)

3 a k a k a d it n a a h a s u r e

p n bejralan dengan baik .Untuk mendapatkan pelanggan

g n a y a p a i tr e g n e m s u r a h n a a h a s u r e p , l a y o l g n a

y dibutuhkan oleh pelanggan .

r a g a a u m e s i n

I pelanggan merasa diperhaitkan .Oleh karena tiu ,perusahaan

i tr e p e S . n a g g n a l e p n a k n a h a tr e p m e m k u t n u k i a b g n a y i g e t a rt s r u t a g n e m s u r a h , n a g g n a l e p g n a r o e s s a ti l a y o l a m a l n i k a m e s , ) 3 0 0 2 ( n if fi r G h e l o n a k a t a k i d g n a y a

m kas emakinbesarl abayangdapa tdiperolehperusahaandairs atupelanggan .

g n a y n a n a y a l s a ti l a u k n a g n e d n a ti a k r e b a g u j n a g g n a l e p s a ti l a y o L h a l a s n a k a p u r e m n a n a y a l s a ti l a u K . n a g g n a l e p a d a p e k n a a h a s u r e p n a k ir e b i d a g g n a l e p i h u r a g n e p m e m t a p a d g n a y r o t k a f u t a

s n untuk kembal imelakukan

a w e

s atau itdak . Baik buruknya kualtia s layanan yang dibeirkan akan

s a ti l a u k n a k t a p a d n e m n a g g n a l e p a k i J . n a g g n a l e p i g a b n a s e k n a k l u b m i n e m i l a b m e k n a k a n a d g n a n e s n a g g n a l e p t a u b m e m n a k a u t n e t k i a b g n a y n a n a y a l n a k u k a l e m k u t n

u sewa. Namun ,ijkakualtiasl ayananyangdibeirkanburukdan

e k h a d n i p r e b n a g g n a l e p n a k t a b i k a g n e m n a k a a k a m , n a k s a u m e m g n a r u k n a k ir e b m e m a h a s u r e b s u r a h n a a h a s u r e p u ti a n e r a k h e l O . g n i a s e p n a a h a s u r e p a t e t n u p n a g g n a l e p a g g n i h e s , n a g g n a l e p i g a b k i a b g n a y n a n a y a l e

p pl oyal .

a y a p u n a k h u t u b m e m t a g n a s n a a h a s u r e p u t a u

S -upaya untuk

i r a d t a h il i d a y n a h k a d it t u b e s r e t a y a p U . n a g g n a l e p s a ti l a y o l n a k n a h a tr e p m e m a g u j i p a t e t , n a a h a s u r e p n a k ir e b i d g n a y n a n a y a l s a ti l a u k g n a d n a p t u d u s h e l o i h u r a g n e p i

d Cu tsome r Relaitonship Management (CRM) . CRM

k u t n u n a a h a s u r e p u t n a b m e m g n a y n a g g n a l e p n a g n u b u h n e m e j a n a m n a k a p u r e m n a a h a s u r e p i g a b a n a r a s i d a j n e m t a p a d M R C . n a g g n a l e p n a k n a h a tr e p m e m a g g n i h e s , n a g g n a l e p n a g n e d k i a b g n a y n a g n u b u h n a k a t p i c n e m k u t n u

(26)

r e p a d a p e k l a y o l h i b e l i d a j n e m n a g g n a l e

p usahaan .Sepetr iyang dikatakan

r e lt o

K & Armsrtong (2008 , 138) , perusahaan menggunakan CRM untuk

t a k g n it n a k ir e b m e m t a p a d n a a h a s u r e p , k i a b h i b e l a r a c e s n a g g n a l e p i m a h a m e m n a g n u b u h n a k g n a b m e g n e m n a d i g g n it h i b e l g n a y n a g g n a l e p n a n a y a l e p h i b e l g n a y n a g g n a l e

p dalam.

i n a y a l e m k u t n u n a a h a s u r e p h e l o n u g n a b i d g n a y M R C k i a b n i k a m e S a d a p e k l a y o l g n a y n a g g n a l e p a g u j k a y n a b n i k a m e s a k a m , n a g g n a l e p t u r u n e M . n a a h a s u r e

p Tijptono & Chandra(2007) ,jailnan relas ipostifij angka

e b m e m i s n e t o p r e b n a g g n a l e p a r a p n a g n e d g n a j n a

p irkan alrian laba jangka

u p m a m n a a h a s u r e p a k ij i tr a r e b i n i l a H . n a a h a s u r e p i g a b a l u p g n a j n a p n a k ir e b m e m n a k a a k a m n a g g n a l e p n a g n e d k i a b g n a y n a g n u b u h n a k a t p i c n e m . n a a h a s u r e p n a u j a m e k i g a b f it i s o p g n a y k a p m a d . V

C Bamb’ sBrothe rRen tCar merupakan salah satu perusahaan jasa d i

Provins iD IYogyakatrayangmenyewakankendaraansepetr imoto rdanmob li .

. V C k a t e

L Bamb’ sBrothe rRen tCa ryangsrtategis ,deka tdengan kampu sdan

g n i s a s ir u t a g u j n a d , t a k a r a y s a m , a w s i s a h a m u t n a b m e m t a g n a s n a a t o k r e p i d n a

y gmembutuhkankendaraanuntukbepergian .Dalamusahamempetrahankan

. V C , n a g g n a l e

p Bamb’ sBrothe rRen tCar mencoba memaham iapa yang

n a n a y a l s a ti l a u k n a k ir e b m e m a b o c n e m a g u j n a d n a g g n a l e p h e l o n a k h u t u b i d . n a g g n a l e p i g a b k i a b g n a y n a d n a n a y a l s a ti l a u k g n it n e p i tr a t a g n i g n e

M Custome r Relaitonship

t n e m e g a n a

M bagil oyaltia spelanggandan hubungand iantarakeitganya ,maka

l u d u j h il i m e m s il u n e

(27)

5

t n e m e g a n a M p i h s n o it a l e

R terhadap Loyaltia s Pelanggan (Stud i Kasu s

. ” ) r a C t n e R r e h t o r B s ’ b m a B . V C a d a p

.

B RumusanMasalah

g n a k a l e b r a t a l t a h il e m n a g n e

D yang diuraikan diatas , maka penuil s

: t u k ir e b i a g a b e s h a l a s a m n a k s u m u r e m

.

1 Bagaimana pengaruh kualtia slayanan terhadap loyaltia spelanggan CV .

n e R r e h t o r B s ’ b m a

B tCar?

.

2 Bagaimana pengaruh Custome r Relaitonship Ma