ANALYSIS OF THE EFFECT OF SERVICE QUALITY, PRODUCT QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AND ITS IMPLICATIONS ON CONSUMER LOYALTY PT. SHARP ELECTRONICS INDONESIA (CASE STUDY AT KARAWANG SHARP DIRECT SERVICE STATION)
This study aims to determine whether there is an influence between service quality, product quality and brand image on customer satisfaction and its implications for consumer loyalty at PT. Sharp Electronics Indonesia (study case in Karawang’ s Sharp Direct Service Station). The research method used was a survey method by distributing questionnaires to 182 respondents who had purchased 32-inch Sharp television LCD products residing in the Karawang’ s Sharp Direct Service Station area and recorded in the Sharp Customer Care Center database. The tool used to analyze data is the Statistical Package for Social Studies (SPSS) program ver.22. The result in this study are (1) Service Quality has positive and significant effect on Customer Satisfaction, (2) Product Quality has positive and significant effect on Customer Satisfaction, (3) Brand Image has positive and significant effect on Customer Satisfaction, (4) ) Service Quality has positive and significant effect on Consumer Loyalty, (5) Product Quality has positive and significant effect on Consumer Loyalty, (6) Brand Image has positive and significant effect on Consumer Loyalty, (7) Customer Satisfaction has positive and significant effect on Consumer Loyalty at PT. Sharp Electronics Indonesia especially at Sharp Direct Service Station (SDSS) Karawang. Positive correlation coefficient with a strong level of interpretation.
Areeba Imtiaz Hussain. “The Impact of Service Quality and Its Dimensions on Customer Satisfaction: A Case of Commercial Banking Sector of Karachi”, International Journal of Business Management, vol 3, issue 11, 2015, 13.
Canalini Yosep, Paulus Kindangen dan Ferdinand Tumewu. The Influence of Service Quality on Customer Satisfaction in Gran Puri Hotel Manado, Scientific Periodical Journal of Efficiency Volume 16 No.01, 2016, 82-83.
Diposurmarto, Ngadino S.Research and Applied Methodology.Jakarta: Wacana Media, 2012, 69.
Giovany. Variety of Research and Processing Models with SPSS / Editor.Yogyakarta: Andi Offset, 2017, 138.
Griffin, Jill. Customer Loyalty, Grow and Maintain Customer Loyalty. Translation Dwi Kartini Yahya. Jakarta: Erlangga, 2010, 130
Ghozali, Imam. Multivariate Analysis Application with IBM SPSS 23 Program (8th edition). Semarang: Badan Penerbit Universitas Diponegoro, 2016, 95.
Ignatius Herobe Widyananto dan Adi Nurmahdi Sirhan. Analysis of the Effect of Product Quality, Distribution and After-Sales Service on Customer Satisfaction Plastic Packaging Company PT. Jayatama Selaras. Jurnal MIX: Jurnal Ilmiah Manajemen vol.4 no.3, 2014, 295.
Kotler, Philip, dan Amstrong. Basic of marketing volume I, 12th Edition. Jakarta: Erlangga, 2012, 284
Kotler, Philip. & Gary Armstrong. Principle of Marketing, 15 the edition.New Jersey: Pearson Prentice Hall, 2014, 150, 233.
Lovelock, Christopher, Jochen Wirtz, & Jacky Mussry. Marketing Services 7 edition. Jakarta: Erlangga, 2011, 74.
Muhammad Ishtiaq Ishaq, Dr. Mazhar H. Bhutta, Dr. Asad Afzal Hamayun, Rizwan Qaiser Danish, Nazia Munazer Hussain. “Role of Corporate Image, Product Quality and Customer Value in Customer Loyalty: Intervening Effect of Customer Satisfaction”, Journal of Basic and Applied Scientific Research, 2014.
Nischay Kumar Upamannyu., Shilpa Sankpal (2014). “Effect of Brand Image On Customer Satisfaction & Loyalty Intention And The Role Of Customer Satisfaction Between Brand Image And Loyalty Intention”, Journal of Social Science Research, Vol.3, No.2, 2015, 283.
Pratama, H.F. The Effect of Quality of Service Officers on Satisfaction of Visitors in Historical Attraction of Fort Marlborough, Bengkulu City: Riau University Journal, 2013.
Rahim Mosahab, PhD. Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation, International Business Research: Vol.3 No.4, 2010, 77. DOI: https://doi.org/10.5539/ibr.v3n4p72
Riduwan & Kuncoro A Engkos, How to Use and Use Path Analysis. Bandung: Alfabeta, 2017, 13.
Sari, P.M. Effect of Service Quality of Tour Packages on Customer Satisfaction at PT. Pekanbaru's Naifah Duta Utama Tours & Travel. Riau University Journal, 2013.
Suyoto T. Effect of Service Quality, Product Quality and Price Evaluation on Darmawangsa Quick Chicken’s Customer Satisfaction, Surabaya. Surabaya: Katolik Widya Mandala University Journal, 2012.
Shahroudi, Kambiz & Naimi, Seyedeh Safoura. “The Impact of Brand Image on Customer Satisfaction and Loyalty Intention (Case Study: Consumer of Hygiene Products)”, International Journal of Engineering, vol.3, 2014, 60.
Sugiyono. Educational Research Methods (Quantitative, Qualitative Approach and R & D). Bandung: CV. Alfabeta, 2017, 23,48,158.
Tjiptono, Fandy. Marketing Strategy, 2nd Edition. Yogyakarta: Andi Offset, 2012, 301.
Tjiptono, Fandy. Marketing Strategy. Yogyakarta: Andi Offset, 2015,105.
Tariq Khalil Bharwana, Mohsin Basir dan Muhammad Mohsin 2013, Impact of Service Quality on Customer Satisfaction: A Study from Service Sector especially Private Colleges of Faisalabad, Punjab, Pakistan, International Journal of Scientific and Research Publications Volume 3 No. 5, 2013.
Tjiptono.F., Chandra. G., & Andraiana. Strategic Marketing. Yogyakarta, 2008, 225.
Tjiptono, F., & Chandra.G. Service, Quality and Satisfaction (ed 3), Yogyakarta: Andi Offset, 2011,.68,83-85,
Zeithaml. P., Service Quality a Conceptual Framework for Understanding e-implication for Future Research and Managerial Practice. New York: Msi Monograph, 2009, 1.
SWA Magazine: 32/Swa24/XXXIII/16-29Nov2017 (one of famous and credible marketing magazine in Indonesia).
Copyright (c) 2019 Lise Tiasanty, Arifin Sitio
This work is licensed under a Creative Commons Attribution 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere.
- That its release has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Authors who publish with International Journal of Engineering Technologies and Management Research agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
For More info, please visit CopyRight Section