PENGARUH LAYANAN PURNA JUAL SEPEDA MOTOR HONDA TERHADAP KEPUASAN KONSUMEN PADA PT BINTANG KHARISMA JAYA BANDAR LAMPUNG

0546051003, ANNO ANTHONI PENGARUH LAYANAN PURNA JUAL SEPEDA MOTOR HONDA TERHADAP KEPUASAN KONSUMEN PADA PT BINTANG KHARISMA JAYA BANDAR LAMPUNG. UNSPECIFIED.

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Abstrak

ABSTRAK PENGARUH LAYANAN PURNA JUAL SEPEDA MOTOR HONDA TERHADAP KEPUASAN KONSUMEN PADA PT BINTANG KHARISMA JAYA BANDAR LAMPUNG Oleh ANNO ANTHONI Layanan purna jual merupakan layanan yang didapat konsumen setelah terjadinya transaksi pembelian. Layanan purna jual ini merupakan bentuk tanggung jawab produsen dalam menjamin kualitas produk yang telah dijualnya, ketika sudah berada di tangan konsumen. Layanan purna jual yang baik akan menciptakan kepuasan pelanggan yang tinggi, sehingga dapat menambah loyalitas konsumen terhadap produk. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh layanan purna jual sepeda motor Honda terhadap kepuasan konsumen. Penelitian ini dilakukan pada PT Bintang Kharisma Jaya Bandar Lampung. Tipe penelitiannya adalah deskriptif verifikatif. Populasi penelitian ini adalah konsumen pada PT Bintang Kharisma Jaya dengan sampel penelitian sejumlah 75 orang responden. Teknik pengumpulan data dengan menggunakan kuesioner dengan skala likert. Analisis data yang digunakan adalah Analisis regresi linier sederhana. Dari hasil analisis regresi linier sederhana diketahui bahwa korelasi antara layanan purna jual dan kepuasan konsumen pada PT Bintang Kharisma Jaya memiliki korelasi yang sangat kuat dan layanan purna jual mempunyai pengaruh sebesar 77,4% terhadap kepuasaan konsumen dan sisanya dipengaruhi oleh faktor-faktor diluar penelitian ini Keywords: layanan purna jual, kepuasaan konsumen. ABSTRACT THE INFLUENCED OF AFTER SALES SERVICE MOTORCYCLE HONDA TO CONSUMER SATISFACTION IN PT BINTANG JAYA KHARISMA BANDAR LAMPUNG By ANNO ANTHONI Sales service is a service that consumers obtained after the purchase transaction. After-sales service is a form of producer responsibility in ensuring the quality of the products has been sold, when it was in the hands of consumers. A good after-sales service will create a high customer satisfaction, so as to increase customer loyalty to the product. This study aims to determine how big the influence of after-sales service of Honda motorcycles to consumer satisfaction. This research was conducted at PT Bintang Kharisma Jaya, Bandar Lampung. This type of research is descriptive verification. The population of this research is that consumers on PT Bintang Kharisma Jaya with 75 people sample a number of respondents. Data collection technique using a questionnaire with Likert scale. Analysis of the data used is simple linear regression analysis. From the results of simple linear regression analysis found that the correlation between sales service and customer satisfaction on PT Bintang Kharisma Jaya has a very strong correlation and after sales service has the effect of 77.4% of consumer satisfaction and the rest is influenced by factors beyond this study Keywords: after-sales service, customer satisfaction.

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum
Program Studi: Fakultas ISIP > Prodi Sosiologi
Depositing User: UPT . TIK2
Date Deposited: 24 Jul 2015 01:58
Last Modified: 11 Sep 2015 09:17
URI: http://digilib.unila.ac.id/id/eprint/10996

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