PENGARUH KEPUASAN KONSUMEN HONDA DAN KINERJA KARYAWAN BENGKEL AHHAS TERHADAP LOYALITAS KONSUMEN HONDA STUDI KASUS PADA SHOWROOM ALFA DAN BENGKEL AHHAS DIWONOKROMO BANTUL YOGYAKARTA

Abstract

ABSTRAK The objective of this research is to measure the impact of costumers’ satisfaction and employees’ performance on the loyalty of Honda customers. The subjects of this research are Honda motorcyclist customers and Honda employees in AHHAS workshop, Bantul. There are 60 trusted correspondences (customers and employees) from AHHAS Wonokromo Honda Service that will be used as the samples. The variables used in this research are service, price, product, customers’ satisfaction, level of education, work experience, work environment, employees’ performance, and customer loyalty. The analysis methods used in this research are multiple linear regressions analysis and partial correlation analysis.The result of the research by using regression analysis indicates the insignificance relation between the service variable and the satisfaction variable. In contrast, the price and product variables are weighing to costumers’ satisfaction. The level of education, work experience, and work environment variables show a significant relevance to employees’ performance. Both customers’ satisfaction variable and employees’ performance variable significantly influence the customers’ loyalty. It concludes that the higher customers’ satisfaction and employees’ performance, the higher customers’ loyalty to the AHHAS Honda Service will be.

Keyword: costumers’ satisfaction, employees’ performance, customers’ loyalty