PENGARUH VARIABEL SERVICE QUALITY, PRODUCT ATTRIBUTE, DAN STORE IMAGE TERHADAP CUSTOMER LOYALTY MELALUI VARIABEL CUSTOMER SATISFACTION, PERCEIVED SWITCHING COST, DAN ATTRACTIVENESS OF ALTERNATIVES (STUDI KASUS PADA BENGKEL SURYA GEMILANG MOTOR DI MOJOKERTO)

Abstract

Along with the increase in population there is the more the requirement is needed by someone in their daily lives, the need to move, for example, the need for transportation is one of the essential requirements for the human race, because of the lack of transportation then someone will easily move from place one place to another, which allows to do a lot of activity in that day and produce something. Now, the various means of transportation began to be developed in various countries are not little countries compete to see who is more advanced in the field of transportation. One of the means of transport most used by people in the world this is a motorcycle, it can be said that a motorcycle is the only means of transport that dominate the transportation market in the world, as evidenced by the development of increasingly high number of motorcycle users in the world. The variables used in this study, seven variables: perceived switching costs, attractiveness of alternetives, customer satisfaction, service quality, product attributes, and store image, vaiabel is a variable that is inside this object Surya Gemilang Motor workshop. This research is a causal study because this study is used to explain the causal relationship between the variables in the research model variables, namely service quality on customer satisfaction, product attributes on customer satisfaction, store image on customer satisfaction, customer satisfaction swiching to perceived cost, customer satisfaction the attractiveness of alternatives, customer satisfaction to customer loyalty, perceived cost swiching to customer loyalty, and attractiveness of alternatives to customer loyalty. This study was also used to develop a research model that has been determined based on the literature review to address issues that have been identified in the previous chapter. The method used in this study is a quantitative method and the research used SPSS 16.0 program for calculation In the present study investigated the influence of perceived switching costs, attractiveness of alternetives, and customer satisfaction through service quality, product attributes, and store the image and from the research that has been done, there are two variables that influence customer loyalty is perceived switching cost coefficient for 0.216 and attractiveness of an alternative to the regression coefficient of -0.216, so that the workshop Surya Gemilang Motor necessary to increase these variables to increase customer loyalty.