PENGARUH PENERAPAN PERTAMINA WAY TERHADAP KUALITAS PELAYANAN DALAM RANGKA MENINGKATKAN LOYALITAS (STUDI KASUS PADA SPBU 44.591.14 PATI)

Abstract

Pada saat SPBU 44.591.14 Pati belum melaksanakan Pertamina Way, kualitas pelayanan yang diberikan tidak sesuai dengan harapan pelanggan, terbukti banyaknya keluhan dari pelanggan yang masuk dalam hal takaran BBM, mutu/kualitas BBM, pelayanan karyawan (terutama operator) kepada pelanggan dan kebersihan serta kelengkapan fasilitas. Hal tersebut mencerminkan rasa tidak puas sebagian pelanggan dan tentu saja memberikan kemungkinan pelanggan berpindah ke SPBU lain (tidak loyal). Penelitian ini menganalisis dan menguji variabel-variabel yang terdiri dari tangible, reliability, assurance, responsiveness dan emphaty, relationship, kepuasan pelanggan dan loyalitas pelanggan. Proses analisis dilakukan dengan analisis statistik deskriptif dan statistik inferensial. Statistik deskriptif menghasilkan indeks persepsi dan interpretasi pelanggan yaitu tangible dengan tingkat sedang, reliability (sedang), assurance (sedang), responsiveness (sedang), emphaty (tinggi), relationship (tinggi), kepuasan pelanggan (sedang), loyalitas pelanggan (sedang). Statistik inferensial digunakan untuk menguji hipotesis yang diajukan. Dalam statistik inferensial, untuk menguji model digunakan pengujian Goodness of Fit Test dan Uji Pengaruh (Regression Weight) dengan alat analisis SEM (Structural Equation Modelling) yang dijalankan dengan software AMOS (Analysis of Moment Structures) rilis 16.. Hasil indeks goodnes of fit menunjukkan bahwa model penelitian dapat diterima. Hasil pengujian terhadap 7 (tujuh) hipotesis membuktikan bahwa : Semakin tinggi kualitas wujud pelayanan (tangible), keandalan (reliability), kepastian (assurance), cepat tanggap (responsiveness), emphaty (emphaty) maka semakin tinggi kepuasan pelanggan ; Semakin tinggi kepuasan pelanggan maka semakin tinggi loyalitas pelanggan ; Semakin tinggi kualitas relationship maka semakin tinggi loyalitas pelanggan. When SPBU 44.591.14 Pati haven`t performed in Pertamina Way yet, its service quality given to customers didn’t equal with customer’s hopes, based with many complains from customers arise on sold fuel quantity, sold fuel quality, customer’s service by employee (especially operator), cleanless and completeness of facility. All of that reflect unsatisfaction feeling of part customers and of course gives a probability for customers move to another public gas station (unloyal). This research was done with variables, consist of tangible, reliability, assurance, responsiveness, emphaty, relationship, customers satisfaction and cutomers loyalty. Analysis progress consist of descriptive statistic and inferential statistic. Descriptive statistic is resulting perception index and customer’s interpretations : tangible on middle level, reliability (middle), assurance (middle), responsiveness (middle), emphaty (high), relationship (high), customers satisfaction (middle), cutomers loyalty (middle). Inferential statistic performed to hipotetics test. In inferential statistic, to test the model performed Goodness of Fit Test and Regression Weight Test by SEM Analysis (Structural Equation Modelling) on software AMOS (Analysis of Moment Structures) release 16. Goodnes of fit index shows that research model can be recieved. Hipotetics tests results for 7 (seven) hipotetics prove that : Higher tangible, reliability, assurance, responsiveness, and emphaty quality then customer satisfaction higher ; Higher customer satisfaction then customer loyalty higher ;) Higher relationship quality then customer loyalty higher.