Pengaruh Construed External Image Of The Company, Perceived Salesperson Characteristics, Perceived Company Characteristics terhadap Customer Extra Role Behaviors melalui Customer Company Identification pada produk HARS di Surabaya
Abstract
Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh Construed
External Image of the Company, Perceived Sales Person Characteristics,
Perceived Company Characteristics terhadap Customer Extra Role Behaviors
pada HARS di Surabaya
Sampel yang digunakan pada penelitian ini yaitu mulai dari umur 18-60
tahun sejumlah 120 responden. Untuk pengolahan dan penganalisaan data dalam
penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM)
dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil
analisis menunjukkan bahwa Construed External Image of the Company,
Perceived Sales Person Characteristics, Perceived Company Characteristics
memberikan pengaruh yang positif terhadap Customer Extra Role Behaviors.
Temuan empiris tersebut mengindikasikan bahwa Perceived Company
Characteristics memiliki pengaruh yang lebih tinggi dibandingkan dengan
Perceived Sales Person Characteristics ataupun Construed External Image of the
Company. Namun Construed External Image of the Company juga memiliki
pengaruh tertinggi kedua dalam membentuk Customer Extra Role Behaviors. Dan
berdasarkan temuan empiris tersebut ditunjukkan pula bahwa Perceived Sales
Person Characteristics juga membawa pengaruh signifikan yang positif terhadap
Customer Extra Role Behaviors.
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