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 Branchof Kendal customers by testing the
hypothesized factors influencing: brandreputation, customer satisfaction, and
service quality. This study used asample 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 brandreputation has a positive effect on customer loyalty, customer
satisfaction has apositive effect on customer loyalty, service quality
positively affects customerloyalty, service quality positively affects customer
satisfaction, customer loyaltyhas a positive effect on competitive advantage
and service quality positivelycompetitive advantage. Based on the results of
the research can be taken thetheoretical implications that this study provides
additional justification forsome antecedents that affect customer loyalty
positively, namely brandreputation, customer satisfaction, and service quality.
The influence of servicequality on customer satisfaction and the direct
influence of service quality oncompetitive advantage. The managerial
implications that can be given aresuggestions for BRITAMA BRI Management of
Kendal Branch to pay moreattention to the customer satisfaction factor, as this
is the most dominant factor affecting customer loyalty. The limitation of this
research is to test onlyone product from BRI only. Future research needs to
develop research byadding product quality variables (Selnes, 1993) and testing
the overall BRI product.
Keywords: brand reputation,
customer satisfaction, service quality, customer loyalty, competitive advantage
Penulis: M. Roby Jatmiko
Kode Jurnal: jpmanajemendd170398
