PENGARUH ETIKA PERILAKU PENJUAL TERHADAP LOYALITAS MELALUI KEPUASAN DAN KEPERCAYAAN PELANGGAN PADA DEALER MOBIL NISSAN BASUKI RAHMAT SURABAYA
ABSTRACT: In this era of
globalization of business competition has made many companies to compete to
capture and maintain market share. In this case one of the sectors included in
the corporate world is the automotive sector. Especially in the field of automobile
sales, the seller should be able to find a variety of appropriate strategies to
achieve competitive advantage, in the hope of maintaining the market and win
the competition. Marketing theory suggests that the key to an organization's
success depends on the ability to dynamically interact, and also services,
particularly ethical behavior will affect the seller's satisfaction and trust
that will lead to customer loyalty.
This study aims to determine the relationship between ethical behavior seller
relationship on customer loyalty through customer satisfaction and confidence
in the nissan car dealer Surabaya Basuki Rahmat. The object of research is in
the community and outside Surabaya Surabaya who've never made a purchase in
dealler nissan car Nissan Surabaya Basuki Rahmat. The samples are 104
respondents and using analytical SEM (Structural Equation Modeling) program
through the Student LISREL 8.70. The findings in the can is variable sellers
ethical behavior no significant effect on loyalty, but significant effect on
customer satisfaction and trust as well as a significant mediating effect
on loyalty, satisfaction and confidence
while having a significant impact on loyalty.
Penulis: JEFRRY WIHARTONO
Kode Jurnal: jpmanajemendd130695
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