Mediasi Kepuasan Pelanggan pada Kualitas Pelayanan dan Citra Merek Terhadap Loyalitas Pelanggan “Studi Kasus Pelayanan di Kantor UPT. PSMB-LT Surabaya”

Mediation of Customer Satisfaction Relationship between  Service Quality and Brand Image on Customer Loyalty “A Case Study of Service at the UPT-PSMB-LT Surabaya"

ABSTRAK

 Prisma Pradana Suwarno Putri.  2021. Mediasi Kepuasan Pelanggan pada Kualitas Pelayanan dan Citra Merek Terhadap Loyalitas   Pelanggan   “Studi   Kasus   Pelayanan   di   Kantor   UPT.   PSMB-LT Surabaya”. Tesis, Program Studi S2 Manajemen,  Pascasarjana Universitas Negeri Surabaya. Pembimbing : (I) Dr. Sri Setyo Iriani, S.E., M.Si. dan (II) Prof. Dr. Jun Surjanti, S.E., M.Si.

Kata kunci : Kepuasan Pelanggan,, Kualitas Pelayanan, SERVQUAL, Citra Merek, Loyalitas   Pelanggan, Pelayanan Jasa Publik

Penelitian ini bertujuan untuk menganalisa pengaruh kualitas pelayanan dan citra merek terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan pada pelayanan jasa di UPT. PSMB-LT Surabaya. Objek penelitian merupakan penyedia jasa pelayanan pengujian, kalibrasi dan sertifikasi produk di bawah naungan Dinas Perindustrian dan Perdagangan Provinsi Jawa Timur yang setiap tugas fungsi dan kerja diatur dalam Undang-Undang dan Peraturan Daerah Provinsi Jawa Timur. Penilaian kualitas pelayanan dan kepuasan pelanggan telah dilaksanakan setiap tahun, namun belum pernah dikorelasikan dengan citra merek dan loyalitas pelanggan.Penelitian ini menggunakan pendekatan kuantitatif. Sampel penelitian sejumlah 53 orang yang merupakan pengguna jasa yang telah melakukan proses pelayanan di UPT. PSMB-LT Surabaya dari tahun 2017 s/d 2019. Pengambilan data dilaksanakan secara online dan offline tergantung kesediaan responden. Analisis penelitian memakai metode Path Analysis menggunakan software IBM SPSS 25 dan AMOS 22. Hasil penelitian ini menunjukkan Kualitas Pelayanan dan Citra Merek berpengaruh signifikan positif terhadap Kepuasan Pelanggan. Kualitas Pelayanan juga berpengaruh signifikan positif terhadap Loyalitas Pelanggan. Namun, Citra Merek tidak berpengaruh signifikan terhadap Loyalitas Pelanggan. Kepuasan Pelanggan memediasi hubungan antara Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Pelanggan di UPT. PSMB-LT Surabaya.

ABSTRACT

Prisma Pradana Suwarno Putri. 2021. Mediation of Customer Satisfaction Relationship between  Service Quality and Brand Image on Customer Loyalty “A Case Study of Service at the UPT-PSMB-LT Surabaya". Thesis, Departmen of Management, Postgraduate, State University of Surabaya. Supervisor : (I) Dr. Sri Setyo Iriani, S.E., M.Sc. and (II) Prof. Dr. Jun Surjanti, S.E., M.Sc.

Keywords: Customer Satisfaction, Service Quality, SERVQUAL, Brand Image, Customer Loyalty, Public Service

This study aims to analyze the effect of service quality and brand image on customer loyalty which is mediated by customer satisfaction in services at UPT. PSMB-LT Surabaya. The object of research is a service provider of chemical testing, calibration and product certification under the auspices of the Industry and Trade Office of East Java Province, where each function and work task is regulated in the East Java Provincial Laws and Regulations. Assessment of service quality and customer satisfaction has been carried out every year, but has never been correlated with brand image and customer loyalty. This study uses a quantitative approach. The research sample is 53 people who are service users who have carried out the service process at UPT. PSMB-LT Surabaya from 2017 to 2019. Data collection is carried out online and offline depending on the willingness of the respondents. The research analysis uses the Path Analysis method using IBM SPSS 25 and AMOS 22 software. The results of this study indicate that Service Quality and Brand Image have a significant positive effect on Customer Satisfaction. Service Quality also has a significant positive effect on Customer Loyalty. However, Brand Image has no significant effect on Customer Loyalty. Customer Satisfaction mediates the relationship between Service Quality and Brand Image on Customer Loyalty at UPT. PSMB-LT Surabaya.