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All Journal Students´ Journal of Economic and Management Journal of Indonesian Economy and Business
MS. Eric Santosa
Universitas Stikubank
Economics, Econometrics & Finance

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CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY? Santosa, MS. Eric
Journal of Indonesian Economy and Business Vol 29, No 1 (2014): January
Publisher : Journal of Indonesian Economy and Business

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Abstract

Leading companies commonly employ a particular strategy to cover a market. They mightchoose product leadership, service support excellence, customer intimacy strategy, as well as acombination of them.The use of these strategies is obviously to gain more customers, since the product becomes achoice as an effect of the brand equity strengthening. While firms are very concerned withcustomer loyalty to maintain a stable sales volume, a question arises whether the brand equityhas an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brandequity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty aswell.Therefore, this study is designed to answer the questions, (1) which strategy (among thethree) adds power to the brand equity, (2) the brand equity is influential to the customer’sloyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents ofbrand equity are employed, i.e. product leadership, service support excellence, and customerintimacy. These three variables, along with brand equity can also indicate as predictors ofcustomer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgmentmethod. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationshipsbetween product leadership and customer intimacy to brand equity, also brand equity tocustomer’s loyalty are significant. On the contrary, the relationship of service supportexcellence to brand equity and the relationship of product leadership to customer’s loyalty aretrivial.Keywords: product leadership, service support excellence, customer intimacy, brand equity,customer’s loyalty
PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN DESAIN PRODUK TERHADAP SIKAP KONSUMEN DAN DAMPAKNYA TERHADAP NIAT BELI KONSUMEN (Studi Pada Astra Honda Motor Gajah Mada Kota Semarang) Oky Adi Setiawan, 14.05.51.0044; Santosa, MS. Eric
Students' Journal of Economic and Management Vol 7 No 2 (2018): vol.7 no.2 Oktober 2018
Publisher : Students' Journal of Economic and Management

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Honda Motorcycles Company should try to improve the quality of its products to be better to be more competitive than other motor companies. Therefore, in carrying out its sales activities the company should be able to design a marketing strategy directed to achieve the company's goal in increasing consumer purchases of the product. To be able to achieve the maximum sales level of Honda motorcycles at PT. Astra Honda Motor Gajah Mada Branch Semarang city needs to be addressed by Honda motorcycle agent in Semarang City by reviewing consumer attitudes and subjective norms affect the purchase intention of consumers. Elements that need to be considered in improving consumer attitudes are product quality, price perception, and design. The element of consumer purchase intention is consumer attitudes. This study aims to analyze the effect of product quality, price perception, and design on consumer attitudes and their impact on consumer buying intentions. This research is a descriptive research. The number of samples is 100 respondents. The research instrument used questionnaire. Data analysis using multiple linear regression. The results showed that product quality, price perception, and design are positive and significant effect on consumer attitudes. Consumer attitudes is positive and significant impact on consumers' buying intentions. Keywords : Product quality, price perception, design, consumer attitude, consumer buying intention
MENGKAJI PERANAN CITRA PERUSAHAAN SEBAGAI VARIABEL MEDIASI DARI PENGARUH PUBLIC RELATIONS DAN REPUTASI TERHADAP LOYALITAS (STUDI PADA NASABAH BANK JATENG DI KOTA SEMARANG) Inggar Tri Mardiyanti Putri, 14.05.51.0262; Santosa, MS. Eric
Students' Journal of Economic and Management Vol 7 No 2 (2018): vol.7 no.2 Oktober 2018
Publisher : Students' Journal of Economic and Management

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Abstract

Salah satu penentu loyalitas konsumen terhadap perusahaan diantaranya adalah tentang bagaimana perusahaan melakukan kegiatan public relations-nya, reputasi yang dimiliki perusahaan dan citra perusahaan di masyarakat. Tujuan dari penelitian ini adalah untuk mengetahui loyalitas nasabah Bank Jateng di Kota Semarang yang dipengaruhi oleh tiga faktor tersebut serta pengaruhnya jika citra perusahaan menjadi variabel mediasi terhadap loyalitas. Jenis data dalam penelitian ini adalah data primer yang diambil langsung dari responden. Teknik pengumpulan sampel dengan mengajukan kuesioner berisi beberapa penyataan tertulis kepada masyarakat yang merupakan nasabah Bank Jateng. Jumlah sampel yang didapatkan dalam penelitian ini berjumlah 114 nasabah dengan teknik penentuan sampel menggunakan teknik purposive sampling yaitu teknik pengambilan sampel dengan pertimbangan tertentu dengan ketentuan nasabah bertempat tinggal dan melakukan transaksi di Bank Jateng yang ada di Kota Semarang saat ini. Alat uji dalam penelitian ini adalah regresi linear berganda. Dari hasil analisis dapat disimpulkan bahwa: pertama, public relations berpengaruh positif dan signifikan terhadap citra perusahaan. Kedua, reputasi berpengaruh positif dan signifikan terhadap citraperusahaan. Ketiga, citra perusahaan berpengaruh positif dan signifikan terhadap loyalitas. Keempat, public relations berpengaruh positif dan signifikan terhadap loyalitas yang dimediasi oleh citra perusahaan. Dan yang kelima, reputasi berpengaruh positif dan signifikan terhadap loyalitas yang dimediasi oleh citra perusahaan. Public relations dan reputasi secara bersama-sama berpengaruh terhadap citra perusahaan. Public relations, reputasi dan citra perusahaan secara bersama-sama berpengaruh terhadap loyalitas. Kata kunci: Public Relations, Reputasi, Citra Perusahaan dan Loyalitas.
Co-Authors Inggar Tri Mardiyanti Putri, 14.05.51.0262 Oky Adi Setiawan, 14.05.51.0044