The Role of Satisfaction Information and Service Quality as a Communication Media Base to Increase Loyalty

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The Role of Satisfaction Information and Service Quality as a Communication Media Base to Increase Loyalty

Sri Wahyuningsiha^1*, Zaharudin², Harries Madiistriyatno³, Yan Ariyanto⁴

STIMA IMMI Jakarta

1 [email protected]*, ²[email protected], ³[email protected], ⁴[email protected]

* corresponding author

I. Introduction

In an effort to strengthen competitiveness in Indonesia, the Government should be able to work together with business actors so that they can turn market challenges into opportunities that have a positive impact on Indonesia. There are a number of problems that must be fixed by the Government of Indonesia, the main ones being bureaucratic licensing and logistics issues that can increase production costs. From this it is hoped that the Government can simplify and accelerate the bureaucratic process, so that industries that have potential and competitiveness can develop and can contribute to the economy in Indonesia, one of which is the creative industry sector.

Marketing communication is a two-way exchange of information between parties or institutions involved in marketing. All parties involved in the marketing communications process do the same the same, namely listening, reacting, and speaking until it is created satisfactory exchange relationship.

Exchange of information, persuasive explanations, and negotiation are all part of the process.

Marketing information system is a management system company especially in completing the marketing part of the company computerized. In addition, the system that provides information for sales, sales promotion, marketing activities, market research activities and others related to marketing.

[5] in [10], marketing is a process where by a company creates value for customers and builds strong relationships with customers in order to capture value from customers in order to capture value from customers in return Digital Marketing is a marketing method which is done by applying technology digitally or often called e-marketing (Nadya, 2016). consumer behavior is the dynamic interaction between influence and cognition, behavior and events around the environment where humans carry out exchange aspects in their lives. This means that a consumer, consumer groups, and the wider community are always changing and moving all the time. The following are the four main elements in the consumer analysis wheel which interact with each other as a consideration of consumer analysis, namely: (1) Affection and cognition, namely consumer actions that involve feelings (affection) and thoughts (cognition). (2) Behavior, in this case the behavior being analyzed is consumer behavior which includes needs and wants. (3) Environment, is an aspect that comes from

ARTICLE INFO A B S T R A C T

Article history:

Received 31 Ags 2022 Revised 6 Sept 2022 Accepted 13 Sept 2022

This study aims to analyze the influence of service quality information and customer satisfaction information on customer loyalty at PT Mulia Keramik Indah Raya Jakarta. The research method is a quantitative method with primary and secondary data. The sampling technique uses the probability sampling method. The data analysis technique is multiple linear regression. The results showed that the service quality information variables and customer satisfaction information partially affected customer loyalty at PT Mulia Keramik. The coefficient of determination shows 75.2%, this indicates that the variation in the information variable on service quality and customer satisfaction information is able to explain the variation in the ups and downs of the customer loyalty variable by 75.2% while the remaining 24.8% is influenced by other variables outside this study, such as : price, location, product quality.

Keywords:

Information, Communication, Satisfaction, Service, Loyalty

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outside the consumer and affect it. (4) Marketing strategy, namely a plan designed to influencing exchange in achieving organizational goals. This consumer analysis wheel is a tool used to conduct an analysis of consumer behavior, so as to understand about consumers and can lead to developing strategies marketing (Nadya, 2016). In the marketing business process is part of the business process which is quite important, to market a product it takes a tricks / marketing strategies that are effective and efficient, because with tricks / marketing strategies this is what the goods will be up to the consumer information, which will ultimately lead to consumer satisfaction, [5] marketing strategy is the company designing the mix integrated marketing which consists of several factors under its control such as product, price, place and promotion (promotion) which is more commonly known as 4P.An effective marketing strategy is to set a budget used to design the marketing mix effectively, so that it can create profits for the company.

In his book The Practice of Management, management science expert [3] stated the goal business that is closely related to the marketing management strategy [11], namely as follows: (1). Getting a profit, what is meant by profit is the amount of profit that the company has earned over a period of time for example one or five years. (2). Maintain or increase the company's market standing, market standing is the company's position in the competition in the market, Weak or strong position of the company in market competition is marked by various benchmarks, including: the size of the market share (market share), the power to determine product selling prices, trends the development of the number of product sales from time to time and consumer loyalty to product trademarks (customer's brand loyalty). (3). Increasing business productivity, increasing business productivity can characterized by an increase in the ratio of the number of inputs and results (output) of the company's business activities. Productivity increase business has a positive impact on business efficiency, power business competitiveness and profitability.(4). Increasing corporate responsibility to society, canrealized in the form of opening up employment opportunities for residents who live in the vicinity of the place of business.

The potential for the creative industry in Indonesia itself is very large to penetrate the international market, where product development is basically an effort to constantly create new products, improve old products so that they can meet market demands and customer tastes. This is supported by the abundant results of Indonesia's natural resources so that the handicrafts owned by Indonesia are very diverse and have high artistic value. Like the ceramic creative industry, which is the oldest disposable product in the history of human life. In the beginning, ceramic objects were used as tools to fulfill everyday life, and only had social, ritual and artistic values, then they developed rapidly and were even used as industry mainstays which were in line with advances in science, technology and art with commercial value. as well as a symbol of lifestyle. The development of the ceramics industry in Indonesia is still largely carried out by rural communities traditionally, both in material processing, manufacturing processes, firing techniques and managerial systems.

The ceramics industry in Indonesia is one of the sector groups that has been relied upon to drive the performance of the national industry for the last 25 years. Apart from being one of the leading industries due to the support of the availability of raw materials in the form of natural resources spread across Indonesia, there is one local player as well as an old producer in this field, namely PT Mulia Keramik Indah Raya (PT MKIR) based in Cikarang, Bekasi.

The company, which was founded 29 years ago, has been around since 1990. Where in 1992, its production capacity was around 8 million cubic meters of ceramics per day and now its capacity has doubled to more than 62 million cubic meters per day. The products produced by the company are sold in the local market and also for export. In 2000, exported products reached 65 percent of total production. The names of the product brands are in accordance with the various classes, such as:

Mulia, Accura, Maxima, Prisma, Legend, Crystal, Magna, Ceramica Europa, and Signature. In this industry quality is very important for product sustainability, because if the quality of ceramics that are sold is good then sales will increase.

Along with the running of the company's operational activities, PT Mulia Keramik Indah Raya experienced several problems, one of which was the decline in sales figures, especially in the Jabodetabek area. This can be seen from the sales data for the 2015-2018 period which is presented in the following table:

Table 1. Total Sales Figures of PT Mulia Keramik Indah Raya in 2015-2018

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From the problem of declining sales, efforts to maintain the viability of the company are often faced with various external problems, such as difficulties in increasing sales volume, intense competition from similar companies, increasingly complex consumer behavior towards a product, and changing consumer tastes. change, or uncertain economic conditions.

Apart from these various external problems, the sustainability of this company also depends on the existence of internal company management factors such as the influence of the quality of service provided by the company and how the company provides satisfaction to customers which will make customers become loyal to the company. Sviokla in Lupiyoadi (2006) Service quality is the company's ability to provide services to customers. The dimension of service quality is built on a comparison of 2 main factors, namely customer perceptions of the services they actually receive (perceived service) and the services they actually expect/desired (expected service). Then customer satisfaction, Kotler &

Keller (2016) is the level of a person's feelings after comparing product performance or results that he feels with his expectations. Where the satisfaction felt by consumers will encourage consumers to make repeat purchases. Whereas customer loyalty is a strong commitment from customers, so that they are willing to repurchase the preferred product or service consistently in the long term, without being affected by situations and marketing efforts from other products that try to make them switch to buying other products.

Based on the background previously described, the author is interested in conducting research with the title: "The Influence of Service Quality, Customer Satisfaction on Customer Loyalty of PT Mulia Keramik Indah Raya Jakarta. As explained in this explanation, the formulation of the problem in this study is: (1) Is there an effect of service quality on customer loyalty? (2) Is there an effect of customer satisfaction on customer loyalty? (3) Is there an influence of service quality, customer satisfaction on customer loyalty through customer satisfaction ? The purpose of this study is to find ways to overcome customer loyalty problems by knowing the strength of the relationship between service quality and trust with customer loyalty.

There is a link between theory and the influence of service quality variables on customer loyalty variables, which says that service quality is the totality of the characteristics of goods and services that demonstrate their ability to satisfy customer needs, both obvious and hidden so that customers can be loyal or make repeated purchases. return. Kotler (2008) in Sangadji & Sopiah (2013), formulates that:

"quality is a dynamic condition related to products, services, people, processes, and the environment that meets or exceeds expectations". For this reason, service quality is a must that must be carried out by companies in order to be able to survive and still gain customer trust, where consumption patterns and customer lifestyles themselves require companies to be able to provide quality services. In line with that also according to Sheth & Mittal in Tjiptono (2008) defines customer loyalty is a customer's commitment to a brand, store, or supplier, based on a very positive attitude and reflected in consistent repeat purchases.

To be able to improve the quality of service to customer loyalty, Kotler & Keller (2008), there are five dimensions of service quality or services that can be specified, namely: (1). Reliability/Reliability, namely the ability to carry out the promised services precisely, accurately, reliably, consistently and suitability of services. (2). Responsiveness, namely the ability to help customers and provide services quickly or responsiveness and hear and resolve complaints submitted by consumers. (3).

Confidence/Assurance, namely the knowledge and courtesy of employees and their ability to generate trust and confidence or assurance. (4). Attention/Emphaty, namely the requirement to care, give personal attention to customers, and (5) Tangible, namely the appearance of physical facilities, equipment, personnel and communication media.

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Based on previous research related to service quality variables on customer loyalty variables that have been carried out by Yustika Wahyu Ningrum & Jojok Dwiridotjahjono with the research title The Effect of Service Quality on Customer Loyalty Through Customer Satisfaction as an Intervening Variable for Package Delivery Service Users at J&T Express Dp Sugio Lamongan, shows the results of the study that service quality has a positive and significant effect on customer loyalty. H1: Service quality affects customer loyalty at PT Mulia Keramik Indah Raya Jakarta

The next link is in the development of the second variable hypothesis, namely the relationship between theory and the influence of customer satisfaction variables on customer loyalty variables.

Where that customer satisfaction is a level of one's feelings after doing a comparison of the performance (or results) that he feels compared to his expectations. If the performance that is found exceeds expectations, they will feel satisfied and vice versa if the performance that is obtained is not in accordance with expectations, they will be disappointed. Zeithaml & Bitner (2003) the definition of satisfaction is: Response or responses of consumers regarding the fulfillment of needs. Satisfaction is an assessment of the characteristics or features of a product or service, or the product itself, which provides a level of consumer pleasure related to meeting consumer consumption needs. Therefore customer satisfaction is an important factor that must exist and be carried out by companies so that customer loyalty can be created, so that later customers are expected to show a positive attitude towards a brand, and have a commitment to the company's brand, and intend to continue buying it in the future.

In order to increase customer satisfaction on customer loyalty, it can be determined based on five main factors that must be considered by a company (Lau & Lee, 2000), namely: (1) Product Quality, namely consumers will feel satisfied if their evaluation results show that the products they use are of high quality (2) Quality of Service, namely consumers will feel satisfied if they get the service as expected, especially for the service industry (3) Emotional, namely consumers will feel proud and gain confidence that other people will be amazed to these consumers when using certain brands that tend to have a higher level of satisfaction (4) Price, namely products that have the same quality but set relatively cheap prices will provide higher value to consumers (5) Cost, consumers do not need to spend additional costs or unnecessary wasting time to get a p products or services tend to be satisfied with the product or service.

Based on previous research related to customer satisfaction variables on customer loyalty variables that have been carried out by Audra Alessandra Wiennata, Wahyu Hidayat with the research title The Effect of Service Quality on Customer Loyalty Through Consumer Satisfaction as an Intervening Variable, the research results show that there is a significant and positive influence on quality variables service to customer satisfaction by 23.0% customer loyalty variable and can be explained by the service quality variable. And from the t test it is found that the effect of service quality on customer loyalty is because t count > t table. There is an influence of Service Quality on Loyalty Through Customer Satisfaction. H2: Customer Satisfaction has an effect on Customer Loyalty at PT Mulia Keramik Indah Raya Jakarta

As previously explained, it can be concluded that each variable has a relationship with the theories, which of these linkages have a joint effect on customer loyalty. This was then corroborated by several previous studies conducted by Yustika Wahyu Ningrum & Jojok Dwiridotjahjono and research from Audra Alessandra Wiennata, Wahyu Hidayat which concluded that service quality had a positive and significant effect on customer loyalty. service quality has a positive and significant effect on customer satisfaction. customer satisfaction has a positive and significant effect on customer loyalty. Indirectly, service quality has a positive and significant effect on customer loyalty through customer satisfaction.

Furthermore, from the influence and linkages between the dependent variables and the independent variables that have been described previously, an overview of the framework is obtained as follows:

H3: Service quality and customer satisfaction have a joint effect on customer loyalty at PT Mulia Keramik Indah Raya Jakarta

II. Methods

Thus, based on the opinion above, in this study the number of samples taken was 100 samples.

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This research will formulate a radio broadcast program management strategy. Strategies for selecting, scheduling, promoting and evaluating programs depart from assumptions about audience behavior. The following are operational definitions of the variables in this study.

Table 2. Operational Definition

Variable Indicator Scale

Service Quality (X₁)

Tangible Fisik

Likert Reliability

Responsiveness Assurance

Empaty

Customer Satisfaction (X2)

Produc

Likert Price

Service Facility

Customer Loyalty (Y)

Positive Submission

Likert Friend Recommendations

Continuous Purchase

Data collection techniques in research are methods or methods used by researchers to obtain data in a study. Data collection techniques in this study using the questionnaire method.

Questionnaires are a number of written questions that will be answered by research respondents, so that researchers obtain field/empirical data to solve research problems and test hypotheses that have been set. In this study, the questionnaire used was a closed questionnaire, namely a question model in which the answer to the question was already available, so that the respondent only chose from alternative answers that matched his opinion or choice. The closed questions explain the respondents' responses to the variables studied. For the scoring of each answer given by the respondent, the researcher determines as follows:

1. For answers that strongly agree the respondent is given a score of 5 2. For answers that agree, the respondent is given a score of 4

3. For answers that quite agree the respondent is given a score of 3 4. Disagree answers are given a score of 2

5. For answers that strongly disagree, a score of 1 is given

The data analysis used in this study is multiple linear regression analysis. Before making an estimate that cannot be used with regression analysis, it is necessary to test the basic/classical assumptions, namely testing between independent variables so that multicollinearity, heteroscedasticity, and normality do not occur.

III. Result and Discussion

Table 3. Multiple Linear Regression Test Results

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Based on Table 3, the regression equation is obtained, namely Y=a+b1X1+b2X2+e

Y=-1,744+0,138X1+0,456X2+e

Table 4. F or Simultaneous Test Results

Free data (df) with 5% alpha:

df1 = variable number – 1 = 3-1

= 2

Based on Table 4, the p-value (in the Sig. column) is 0.000 < 0.05 while Fcount is 151.328 > Ftable 3.09 (df1=2, df2=98) meaning that H0 is rejected and Ha is accepted. So it can be concluded that service quality and customer satisfaction together have a significant effect on customer loyalty at PT Mulia Keramik Indah Raya Jakarta.

Table 5. Partial or t test

Based on the multiple regression test table, the value of the t-test can be seen from the p-value (in the sig. column), namely for the service quality variable of 0.000 <0.05 while tcount 4.883 > ttable 1.66055 (df = 98, = 5 %) means that H0 is rejected and Ha is accepted. So it can be concluded that the variable of service quality has an effect on customer loyalty of PT Mulia Keramik Indah Raya Jakarta.

Based on the multiple regression test table, the value of the t-test can be seen from the p-value (in the Sig column), namely for the customer satisfaction variable of 0.000 <0.05 while tcount is 6.651 >

from ttable 1.66055 (df = 98, 𝛼 = 5%) means that H0 is rejected and Ha is accepted. So it can be df2 = n – k

= 100-2

= 98

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concluded that the variable customer satisfaction has an effect on customer loyalty at PT Mulia Keramik Indah Raya Jakarta.

Table 6. Determination Coefficient Test

Based on Table 6. the adjusted R Square value is 0.752. This means that 75.2 % of the dependent variable of customer loyalty is explained by the independent variables of service quality and customer satisfaction and the remaining 24.8 % (100 % -75.2 %) is explained by other variables outside the variables used.

Discussion

The results of testing the first hypothesis regarding the effect of service quality on customer loyalty found that there was a positive and significant effect of service quality on customer loyalty. This conclusion is based on the results of statistical calculations which show a sig value, namely a probability value of 0.000 (smaller than 0.05). Therefore H0 is rejected and Ha is accepted, which means that there is an effect of service quality on customer loyalty of 0.138.

Waiters who are reliable in providing information about products, speed in serving customers, delivery services and guaranteed quality products at relatively affordable prices are things that consumers expect, thus increasing customer loyalty to PT Mulia Keramik Indah Raya. Thus, whether or not the quality of service is very dependent on the ability of service providers to consistently meet the expectations of service users [1].

The results of testing the second hypothesis regarding the effect of customer satisfaction on customer loyalty indicate that there is a positive and significant influence of customer satisfaction on customer loyalty. This is based on the results of statistical calculations which show a sig value, namely a probability value of 0.000 (smaller than 0.05). Therefore Ho is rejected and Ha is accepted, which means that there is an effect of customer satisfaction on customer loyalty of 0.456

Customer satisfaction will be formed if the seller pays attention to the quality of service to customers. Customer satisfaction is shown by the absence of complaints, frequent shopping either in small or large quantities, and does not harm customers where this will increase customer loyalty, namely the intention to repurchase, tell the advantages of PT Mulia Keramik Indah Raya / seller, not being affected by competitor promotions , and provide constructive feedback or complaints to the seller. The level of customer satisfaction can be determined by several factors such as: product quality, service quality, price and emotional connection with customers [9]. In the journal Kuntari, Kumadji, and Hidayat (2016) concerning the Effect of Service Quality on Customer Satisfaction and Loyalty (a case study at PT Astra International Tbk - Daihatsu Malang) shows that service quality has a significant effect on customer satisfaction, service quality.

Based on the data that has been processed, it can be seen that there is an influence between the independent variable and the dependent variable simultaneously or simultaneously at PT Mulia Keramik Indah Raya Jakarta. It is known that the independent variable has a positive value on the dependent variable using multiple linear regression data analysis. So in this case the three hypotheses can be accepted with the result that service quality and customer satisfaction have an influence on customer loyalty at PT Mulia Keramik Indah Raya Jakarta. Research conducted by [4] explains that there is a positive relationship between the independent variables and the dependent variable which means that the higher the quality of service, the higher customer loyalty will also be. The desires of

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PT Mulia Keramik Indah Raya Jakarta consumers in accordance with reality will create customer satisfaction with evidence from research conducted by [16], namely if the independent variable of customer satisfaction is in accordance with consumer wishes, it will lead to increased customer loyalty. So it can be concluded that the increase in customer loyalty is due to an increase in customer satisfaction at PT Mulia Keramik Indah Raya Jakarta.

IV. Conclusion

The conclusions that can be drawn regarding the influence of service quality and customer satisfaction on customer loyalty at PT Mulia Keramik Indah Raya Jakarta are as follows:

Based on the results of the first hypothesis test (H1) in this study stated that there is a positive and significant effect of Service Quality on Customer Loyalty at PT Mulia Keramik Indah Raya Jakarta.

The first hypothesis test was analyzed using multiple linear regression analysis. This shows that the quality of Service Quality is one of the determinants of Customer Loyalty because the quality of Service Quality will create, maintain customer satisfaction. So the better the quality of the Service Quality provided, the higher the Customer Loyalty in choosing the Accounting study program.

Based on the results of hypothesis testing 2 (second) in this study stated that there is a positive and significant influence of customer satisfaction on customer loyalty at PT Mulia Keramik Indah Raya Jakarta. The first hypothesis testing was analyzed using multiple linear regression analysis.

The third hypothesis proposed is that there is a significant effect of Service Quality and Customer Satisfaction on Customer Loyalty at PT Mulia Keramik Indah Raya Jakarta.

A. Some things about this research that can be used as suggestions are as follows:

PT Mulia Keramik Indah Raya Jakarta must continue to pay attention to product quality and service quality offered in an effort to increase customer satisfaction and create customer loyalty. This is because, increasingly rapid developments affect customer loyalty,

PT Mulia Keramik Indah Raya Jakarta must always improve customer satisfaction in an effort to create loyal customers. This is because satisfaction is the company's key to forming customer loyalty, besides that satisfying customer satisfaction can also create customer loyalty. So PT Mulia Keramik Indah Raya Jakarta must strive to provide customer satisfaction to increase customer loyalty

Researchers who are interested in conducting similar research are expected to observe and explore further the problems that exist at PT Mulia Keramik Indah Raya Jakarta in particular and other objects in general by adding other variables such as perceptions, facilities and infrastructure besides that it is also advisable to trying to use qualitative methods in obtaining more accurate data and information.

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