dc.description.abstract | Over time, the total population will be growing every year. With increasing
population will also increase the ownership of a motor vehicle. So that the volume of motor
vehicles will also increase dramatically. Increased motor vehicles will have an impact on the
stagnation. It encourages the public to be more inclined to use public transport, because if
you use public transport then it will avoid stagnation and traffic accidents. Taxis including
public transport most frequently used, because it has good facilities and services. The more
people who use taxis then aka increasingly also emerging cab brands. Blue Bird is the largest
taxi company number one in Indonesia, and is also a Blue Bird taxi brands most frequently
used by the community.
Variables used in this study there are five variables: service quality, product attributes,
brand image, customer satisfaction and customer loyalty, these variables are variables that
exist within this object Blue Bird taxi. This research is a causal research, because this
research is used to explain the causal relationship between the variables - variables in the
research model, the service quality to customer satisfaction, product attributes on customer
satisfaction, brand image on customer satisfaction and customer satisfaction to customer
loyalty. This study also used to develop a research model that has been determined based on
literature review to address problems that have been identified in the previous chapter.
Research methods used in this research is quantitative and the research method used for the
calculation program SPSS 16.0 and AMOS 20.0.
In this study investigated the influence of service quality, product attributes, brand
image, on customer loyalty through customer satisfaction and of the studies that have been
done there are two variables that influence customer loyalty that service quality with a
regression coefficient of 0839 and customer satisfaction with a regression coefficient of 0.811
, so that the Blue Bird taxis need to increase these variables to improve customer loyalty. | en_US |