Pengaruh Customer Satisfaction terhadap Brand Loyalty pada wanita pengguna
gadget apple
Serefhy Meilani Silaen1 dan Eka Danta Jaya Ginting2
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh customer satisfaction
terhadap brand loyalty pada wanita pengguna gadget apple. Subjek dalam penelitian ini adalah 100 konsumen wanita pengguna gadget apple yang melakukan pembelian ulang minimal 3 kali. Subjek dikumpulkan dengan menggunakan teknik purposive sampling. Alat ukur yang digunakan dalam penelitian ini adalah skala customer satisfaction yang dibentuk berdasarkan teori atribut-atribut kepuasan menurut Susanto dan Wijanarko (2004). Aitem-aitem tersebut juga mencakup teori tentang elemen-elemen customer satisfaction
menurut Wilkie (1994). Skala brand loyalty pada penelitian ini disusun berdasarkan teori ciri-ciri brand loyalty menurut Giddens (2002) yang mencakup aspek-aspek brand loyalty dari teori Schiffman dan Kanuk (2004). Skala customer satisfaction pada penelitian ini memiliki nilai reliabilitas sebesar 0,872 (rxx’ =
0.872) dan skala brand loyalty pada penelitian ini memiliki nilai reliabilitas sebesar 0,891 (rxx’ = 0.891).
Data penelitian yang terkumpul dianalisis dengan menggunakan uji analisa regresi. Hasil analisa data yang diperoleh dari uji analisa regresi menunjukkan bahwa variabel customer satisfaction merupakan prediktor positif dari variabel
brand loyalty dengan persamaan garis regresi Y = 5,664+0,718X. Hasil koefisien determinasi (R2) sebesar 0,547 yang menunjukkan bahwa variabel customer satisfaction mempengaruhi brand loyalty sebesar 54,7% dengan nilai p= 0,000 dan F= 118,488.
Kata kunci: Customer satisfaction, Brand loyalty, Wanita, Gadget Apple 1
Mahasiswa Fakultas Psikologi Universitas Sumatera Utara
2
Dosen Departemen Psikologi Industri & Organisasi Fakultas Psikologi Universitas Sumatera Utara
The influence of Customer satisfaction towards Brand loyalty among women
gadget user from apple brand.
Serefhy Meilani Silaen1 and Eka Danta Jaya Ginting2
ABSTRACT
This study aims to determine The influence of Customer satisfaction towards Brand loyalty among women gadget user from apple brand. Subjects in this study were 100 female consumer from apple brand who make repurchases minimum 3 times. Subjects were obtained by purposive sampling technique. This study used customer satisfaction scale based on the theory from Susanto and Wijanarko (2004). It also includes theories about the elements of customer satisfaction by Wilkie (1994). Brand loyalty scale on this study is based on the theory theoretical characteristics of brand loyalty according to Giddens (2002), which includs aspects of the brand loyalty from Schiffman and Kanuk (2004). The scale of customer satisfaction in this study had a reliability value of 0.872 (rxx '= 0.872) and the scale of brand loyalty in this study had a reliability value of 0.891 (rxx' = 0891).
The research data were analyzed using regression analysis test. The results of the analysis of data obtained from the test regression analysis showed that the variables of customer satisfaction is a positive predictor of brand loyalty with variable regression equation Y = 5.664 +0.718X. The coefficient of determination (R2) is 0.547 which indicates that the variable affects brand loyalty at 54.7% with p = 0,000 and F = 118.488.
Keywords: Customer satisfaction, Brand loyalty, Woman Consumer,Apple brand
1
Student of Psychology Faculty, University of Sumatra Utara
2
The Lecturer of Industrial & Organizational Department Psychology Faculty, University of Sumatra Utara
