ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUH LOYALITAS PELANGGAN DAN DAMPAKNYA TERHADAP KEUNGGULAN BERSAING

Abstract

In this research, the research model is proposed to analyze the
competitive advantage through customer loyalty of BRITAMA BRI Branch
of Kendal customers by testing the hypothesized factors influencing: brand
reputation, customer satisfaction, and service quality. This study used a
sample of 105 customers BRITAMA BRI Kendal Branch. The data analysis
tool used is Structural Equation Modeling (SEM) in AMOS 4.01 program.
The result of data analysis shows that the research model has good of fit and
all research hypothesis can be proved. The conclusion taken is the brand
reputation has a positive effect on customer loyalty, customer satisfaction has a
positive effect on customer loyalty, service quality positively affects customer
loyalty, service quality positively affects customer satisfaction, customer loyalty
has a positive effect on competitive advantage and service quality positively
competitive advantage. Based on the results of the research can be taken the
theoretical implications that this study provides additional justification for
some antecedents that affect customer loyalty positively, namely brand
reputation, customer satisfaction, and service quality. The influence of service
quality on customer satisfaction and the direct influence of service quality on
competitive advantage. The managerial implications that can be given are
suggestions for BRITAMA BRI Management of Kendal Branch to pay more
attention to the customer satisfaction factor, as this is the most dominant
factor affecting customer loyalty. The limitation of this research is to test only
one product from BRI only. Future research needs to develop research by
adding product quality variables (Selnes, 1993) and testing the overall BRI
product.