ANALISIS PENGARUH CUSTOMER BONDING TERHADAP LOYALITAS KONSUMEN AHASS (Studi Kasus Pada Konsumen AHASS 0002 Kota Semarang)

Abstract

This research is motivated by the interest ofthe success ofPT. AHMHonda as the holder of aftersale-service facility ofHonda's products - AHASS (Astra Honda Authorized Service Station) - in winning the competition over the non-official service stations. Interest arises because AHASS apply a higher price than non-official service stations. The success of AHASS in winning the market share is associated with Consumer Loyalty as result of the Customer Bonding activities implementation include of Awareness Bonding, Identifying Bonding, and Relationship Bonding activities byAHASS workshop. After review the literature and formulate research hypotheses, data were collected by questionnaire method toward a hundred consumers of AHASS 0002 Semarang City. Then analyze the obtained data by both quantitatively and qualitatively methods. Qualitative analysis is the interpretation of data obtained in the field and analysis of open answers given by respondents, and the quantitative analysis include : validity and reliability test, the classic assumption test, multiple regression analysis, hypothesis testing by t test and F test, and coefficient of determination analysis (R 2 ). The data that have fulfilled the validity test, reliability test, and test the classical assumption then processed to produce a regression equation asfollows.: Y = 0.202 X, + 0.627X2 + 0.165 X3 Consumer Loyalty (Y), Awareness Bonding (X!), Identifying Bonding (Xz}, and Relationship Bonding (X3). From the results of hypothesis testing by t-test, showed that the three independent variables studied proved to significantly affect the dependent variable Consumer Loyalty. Then the F test can provide that these variables; Awareness Bonding, Identifying Bonding, and Relationship Bonding significantly able to test Consumer Loyalty variable. The Adjusted R Square mark in amount ofzero point eight six,four indicates that eighty six pointfour percent of the Consumer Loyalty variation can be influenced by all of the three independent variables in the regression equation. Whereas the remaining thirteen point six percentpredicted by other variables outside the model in this study. Keywords: Customer Loyalty Customer Bonding, Awareness Bonding, Identifying Bonding, Relationship Bonding.