Pengaruh Customer Satisfaction, Brand Image, Brand Loyalty Terhadap Market Share Kendaraan Mobil Toyota Fortuner Berjenis Sport Utility Vehicle (suv)

Wimam Pradana Putra, Indira Rachmawati

Abstract

Abstrak Indonesia merupakan Negara berkembang dan Negara yang begitu menarik bagi industri otomotif, dengan populasi 250 juta per orang, Indonesia menjadi salah satu tempat usaha perusahaan perusahaan besar dalam mengembangkan usahanya. Perusahaan besar yaitu dunia otomotif merupakan salah satu perusahaan industri yang berperan sangat penting di Indonesia. Berdasarkan berita kontan.co.id Tahun 2017 masyarakat Indonesia memiliki peningkatan tren terhadap permintaan kendaraan bermobil berjenis Sport Utility Vehicle (SUV) karena memudahkan konsumen dalam berkendara serta memiliki kendaraan yang stabil dan mampu berjalan di medan yang cukup berat dengan tampilan yang mengikuti perkembangan waktu dan mempunyai kesan gagah. Rumusan masalah pada penelitian ini apakah customer satisfaction, brand image, brand loyalty memiliki pengaruh terhadap market share. Penelitian dengan judul “Pengaruh Customer Satisfaction, Brand Image, Brand Loyalty dalam Market Share Kendaraan Mobil Toyota Fortuner Berjenis Sport Utility Vehicle (SUV). Penelitian ini bertujuan untuk mengetahui, menjelaskan apakah Customer Satisfaction, Brand Image adalah variable penting dalam menciptakan Brand Loyalty serta apakah Brand Loyalty berpengaruh terhadap Market Share. Dalam penelitian ini, landasan teori yang digunakan bersumber dari buku dan jurnal internasional. Penelitian terdahulu dalam peelitian ini menggunakan sumber dari jurnal internasional dan nasional. Penelitian ini menggunakan metode kuantitatif, sifat penelitian ini adalah konklusif, tipe penyeledikannya menggunakan tipe kausal, keterlibatan peneliti adalah tidak mengintervensi data, berdasarkan unit analisis, penelitian ini berjenis individual, setting penelitian ini berjenis non contrived setting. Berdasarkan waktu penelitian penelitian ini berjenis Cross Sectional. Skala pengukuran yang digunakan adalah skala likert. Populasi yang digunakan oleh penulis adalah para pengguna kendaraan bermobil Toyota Fortuner berjenis Sport Utility Vehicle (SUV) di seluruh Indonesia. Sampel yang digunakan berjumlah 400 responden yang terbagi dalam tiga zona wilayah Indonesia yaitu Indonesia Barat, Indonesia Tengah, dan Indonesia Timur. Dalam teknik sampling penelitian ini menggunakan teknik Non Probability Sampling dengan jenis Purposive Sampling. Teknik analisis data dilakukan dengan teknik multivariat, regresi linier sederhana, regresi logistik, serta uji hipotesis dengan uji T secara parsial. Hasil dari penelitian ini terdapat 4 hipotesis yang diterima dari jumlah total 4 hipotesis. Saran dari penelitian ini adalah perusahaan harus meningkatkan customer satisfaction agar terciptanya brand image, meningkatkan customer satisfaction, brand image agar terciptanya brand loyalty dan meningkatkan brand loyalty agar terciptanya market share. Kata kunci: Customer Satisfaction, Brand Image, Brand Loyalty, Market Share Abstract Indonesia is a developing country and a country that is so attractive to the automotive industry, with a population of 250 million per person, Indonesia is one of the places where businesses of large companies develop their businesses. Large companies, namely the automotive world, are one of the industrial companies that play a very important role in Indonesia. Based on kontan.co.id news In 2017 the Indonesian people have an increasing trend towards the demand for Sport Utility Vehicle (SUV) vehicles because it makes it easier for consumers to drive and have a stable vehicle and is able to walk in quite heavy terrain with a timeline and have a dashing impression. The formulation of the problem in this study is customer satisfaction, brand image, brand loyalty has an influence on market share. Research with the title "Effect of Customer Satisfaction, Brand Image, Brand Loyalty in Market Share Vehicles of Toyota Cars Fortuner Type Sport Utility Vehicle (SUV). This study aims to find out, explain whether Customer Satisfaction, Brand Image is an important variable in creating a Brand Loyalty and whether Brand Loyalty affects Market Share. In this study, the theoretical foundation used is sourced from international books and journals. Previous research in this study used sources from international and national journals. This study uses a quantitative method, the nature of this study is conclusive, the type of investigation uses a causal type, the involvement of researchers is not to intervene data, based on unit analysis, this research is individual type, this research setting is non contrived setting. Based on the time of this research type Cross Sectional. The measurement scale used is the Likert scale. The population used by the authors is the users of the Toyota Fortuner vehicle type Sport Utility Vehicle (SUV) throughout Indonesia. The sample used amounted to 400 respondents divided into three zones of Indonesia namely West Indonesia, Central Indonesia, and Eastern Indonesia. In the sampling technique this study uses a Non Probability Sampling technique with a type of Purposive Sampling. Data analysis techniques were carried out by multivariate techniques, simple linear regression, logistic regression, and hypothesis testing with a partial T test. The results of this study are 4 hypotheses received from a total of 4 hypotheses. Suggestions from this research are companies must improve customer satisfaction so that the creation of brand image, improve customer satisfaction, brand image in order to create brand loyalty and increase brand loyalty in order to create market share. Keywords: Customer Satisfaction, Brand Image, Brand Loyalty, Market Share

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