International Journal of Economics and Management Studies

© 2022 by SSRG - IJEMS Journal

Volume 9 Issue 1

Year of Publication : 2022

Authors : Hairun Nikmah, Arik Susbiyani, Ni Nyoman Putu Martini, Nurul Qomariah

: 10.14445/23939125/IJEMS-V9I1P103

Citation:

Hairun Nikmah, Arik Susbiyani, Ni Nyoman Putu Martini, Nurul Qomariah, "The Role of Price, Promotion And Quality Of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty" SSRG International Journal of Economics and Management Studies 9.1 (2022): 14-23.

Hairun Nikmah, Arik Susbiyani, Ni Nyoman Putu Martini, Nurul Qomariah,(2022). The Role of Price, Promotion And Quality Of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty. SSRG International Journal of Economics and Management Studies 9(1), 14-23.

Abstract:

Currently, the demand for motorbikes is increasing with the need for community mobility which is increasing as well. Competition between motorcycle dealers is also increasing in getting consumers. This study aims to determine the effect of price, promotion, service quality on customer satisfaction and loyalty at the Honda Dealer "Banyuwangi Motor". The population of this study were all customers of the Honda Dealer "Banyuwangi Motor" in 2019-2020, totalling 8348. The sample was determined by 100 customers using the purposive sampling method on the condition that customers who had bought a Honda motorcycle 2 times at the Banyuwangi Motor Dealer. The reliability test and validity test were carried out so that the questionnaire used was valid and reliable. SEM-PLS analysis was used to test the hypothesis proposed in this study. The results of this study, after being analyzed with WarpPLS 7.0, showed that the price variable had no significant effect on customer satisfaction and loyalty. Promotion significantly affects customer satisfaction and loyalty. Service quality significantly affects customer satisfaction and loyalty. Customer satisfaction has a significant effect on customer loyalty.

References:

[1] Anggriana, R., Qomariah, N., & Santoso, B. Pengaruh Harga, Promosi, Kualitas Layanan Terhadap Kepuasan Pelanggan Jasa Ojek Online "OM-JEK" Jember. Jurnal Sains Manajemen dan Bisnis Indonesia, 7(2) (2017) 137–156.
[2] Ariska, V., Qomariah, N., & Wijayanti, B.. The impact of service quality, price, products, and trust on "Kober mie setan" consumer satisfaction. International Journal of Scientific and Technology Research, 9(4) (2020) 1782–1785. http://www.ijstr.org/final-print/apr2020/The-Impact-Of-Service-Quality-Price-Products-And-Trust-On-kober-Mie-Setan-Consumer-Satisfaction.pdf
[3] Ariska, V., Qomariah, N., & Wijayanti, B. The impact of service quality, price, products, and trust on "Kober mie setan" consumer satisfaction. International Journal of Scientific and Technology Research, 9(4) (2020) 1782–1785. https://www.ijstr.org/paper-references.php?ref=IJSTR-0420-33932
[4] Atmanegara, S. Y., Cahyono, D., Qomariah, N., & Sanosra, A. Pengaruh Kualitas Pelayanan , Citra Perusahaan , dan Lokasi Terhadap Kepuasan Konsumen Hotel Ijen View Bondowoso. Jurnal Sains Manajemen dan Bisnis Indonessia, E-ISSN : 2541-2566, 9(1) (2019) 79–89. https://doi.org/10.32528/jsmbi.v9i1.2375
[5] Chao, R., Wu, T.-C., & Yen, W.-T. The Influence of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty for Private Karaoke Rooms in Taiwan. The Journal of Global Business Management, 11(1) (2015) 59–67.
[6] Dewi, S. A., & Rulirianto. Pengaruh Citra Perusahaan, Kepercayaan Pelanggan, Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pt Buana Langgeng Jaya Tulungagung Shinthya. J A B Jurnal Aplikasi Bisnis, (2011) 244–249.
[7] Djanas, A. Kualitas Pelayanan dan Citra Perusahaan terhadap Kepuasan Serta dampaknya terhadap Loyalitas Wisatawan. JSM (Jurnal Sains Manajemen) Program, V(2) (2016) 184–192.
[8] Fahmi, A., Qomariah, N., & Cahyono, D. Effect of Service Quality and Service Innovation of Patient Satisfaction and Loyalty. International Journal of Engineering Research & Technology (IJERT), 9(06) (2020) 1085–1090.
[9] Ghozali, I. (2013). Aplikasi Analisis Multivariat dengan Program IBM SPSS 21 Update PLS Regresi . . BP Universitas Diponegoro.
[10] Griffin, J. Customer Loyalty, Edisi Revisi (Revisi). Erlangga(2015).
[11] Hasniaty, H. Customer Perception On Products Pricing Service Quality Towards Customers Quality Relationships And Loyalty Of Domestic Airlines Indonesia. International Journal of Scientific & Technology Research, 4(8) (2015) 181–188. http://www.ijstr.org/research-paper-publishing.php?month=apr2020
[12] Iriyanti, E., Qomariah, N., & Suharto, A. Pengaruh Harga, Kualitas Produk Dan Lokasi Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Intervening Pada Depot Mie Pangsit Jember. Jurnal Manajemen Dan Bisnis Indonesia, 2(1) (2016).
[13] Juanamasta, I. G., Wati, N. M. N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N. S., Setiawati, A. P., Susetyorini, S., Elan, U., Rusdiyanto, R., Astanto, D., Ulum, B., Khadijah, S. N., Trimarjono, A., Syafii, M., Mubarroq, A., Kristiningsih, K., Pratiwi, R. D., Veri, V., … Umanailo, M. C. B. The role of customer service through customer relationship management (Crm) to increase customer loyalty and good image. International Journal of Scientific and Technology Research, 8(10) (2019) 2004–2007.
[14] Juniantara, I. M. A., & Sukawati, T. G. R. Pengaruh Persepsi Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Dan Dampaknya Terhadap Loyalitas Konsumen. E-Jurnal Manajemen Unud, 7(11) (2018) 5955–5982. https://doi.org/https://doi.org/10.24843/EJMUNUD.2018.v7.i11.p6
[15] Kotler, P. Marketing an Introducing Twelfth Edition. Pearson Education, Inc(2015).
[16] Kotler, P., & Keller, K. L. Marketing Management 15e. Person Prentice Hall, Inc(2016).
[17] Kuntari, B., Kumadji, S., & Hidayat, K. Pengaruh Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Bengkel PT Astra International Tbk â Daihatsu Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 36(1) (2016) 196–202.
[18] Kusuma, K. N. P., & Giantari, I. G. A. ketut. The Mediating Role Of Congruity And Customer Satisfaction In The Effect Of The Personality Traits On Brand Loyalty In The Coffee Shop Industry In Bali. American Journal of Humanities and Social Sciences Research (AJHSSR), 8(8) (2020) 426–434.
[19] Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8) (2019) 421–428.
[20] Lupiyoadi, R. Manajemen Pemasaran. Salemba Empat(2013).
[21] Mahendra, A. H., Yulisetiarini, D., & Subagio, A. N. The role of price, promotion, and viral marketing in improving swiwings chicken’s customer satisfaction. International Journal of Scientific and Technology Research, 8(8) (2019) 1510–1514. https://www.ijstr.org/final-print/aug2019/The-Role-Of-Price-Promotion-And-Viral-Marketing-In-Improving-Swiwings-Chickens-Customer-Satisfaction.pdf
[22] Malhotra, N. K. Marketing Research: An Applied Orientation (5th Edition). Prentice-Hall(2006).
[23] Maskur, M., Qomariah, N., & Nursaidah. Analisis Pengaruh Kualitas Pelayanan, Harga, Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus pada Bengkel Mobil Larasati Lumajang). Jurnal Sains Manajemen & Bisnis Indonesia, VI(2) (2016) 212–221.
[24] Mendoza, I. M. C., Chávez, O. J. B., Labajos, F. A. N., Orbegoso, C. O. V., & Quiñonez, H. Q. Determinants of loyalty in a private university. International Journal of Scientific and Technology Research, 9(2) (2020) 4549–4554.
[25] Mu’ah, M., & Masram, M. Loyalitas Pelanggan:Tinjauan Aspek Pelayanan dan Biaya Peralihan. Zifatama Publishing(2014).
[26] Mu’ah, M., & Masram, M n . LOYALITAS PELANGGAN:Tinjauan Aspek Pelayanan dan Biaya Peralihan. Zifatama(2014).
[27] Mu’ah, M., Suyanto, U. Y., Syaputro, K. D., Musarofah, S., & Qomariah, N. Increasing Customers Loyalty MSME of Focused E-Marketing and Quality of Service. International Journal of Engineering Research and Technology, 13(10) (2020) 2729–2735.
[28] Muharmi, H., & Sari, K. Pengaruh Service Quality , Food Quality , Dan Perceived Value Terhadap Consumer Satisfaction Dan Behavioral Intentions. Jurnal Manajemen Dan Bisnis Indonesia, 5(2) (2019)193–203. https://doi.org/https://doi.org/10.32528/jmbi.v5i2.2880
[29] Mulyawan, A., & Rinawati.`Pengaruh Kualitas Layanan Akademik Terhadap Kepuasan Mahasiswa Serta Implikainya Pada Loyalitas Mahasiswa. Jurnal Ekonomi, Bisnis & Entrepreneurship, 10(2) (2016) 119–131.
[30] Mutmainnah, M. Pengaruh Kualitas Layanan Dan Citra Perusahaan Terhadap Kepuasan Dan Loyalitas Nasabah. Jurnal Manajemen dan Pemasaran Jasa, 10(2) (2018) 201. https://doi.org/10.25105/jmpj.v10i2.2344
[31] Muzammil, A., Yunus, M., & Darsono, N. Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap Loyalitas Pelanggan Indihome Pt. Telkom Indonesia Di Banda Aceh Dengan Kepuasan Dan Kepercayaan Pelanggan Sebagai Variabel Mediasi. Jurnal Manajemen dan Inovasi, 8(3) (2017) 104–133. http://www.jurnal.unsyiah.ac.id/JInoMan/article/viewFile/9342/7643
[32] Nursaid, N., Purnomo, S. H., & Qomariah, N. The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students. 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019, 436 (2020)156–161. https://doi.org/10.2991/assehr.k.200529.033
[33] Nursaid, Purnomo, S. H., & Qomariah, N. The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students. 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019), 436 (2020) 156–161. https://doi.org/10.2991/assehr.k.200529.033
[34] Pahlevi, A. F., Suwarni, S., & Nurzam, N. The Influence Of Service Quality And Customer Satisfaction Towards Customer Loyalty At Bank Mega Syariah Bengkulu Pengaruh Kualitas Pelayanan Dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Pada Bank Mega Syariah Bengkulu. Jurnal Emak (Jurnal Ekonomi Manajemen Akuntansi dan Keuangan, 2(4) (2021) 315–322.
[35] Purwati, A. A., & Hamzah, M. L. Total service quality management and its impact on customer satisfaction and loyalty of online transportation in Indonesia. International Journal of Scientific and Technology Research, 8(11) (2019) 1066–1070.
[36] Putro, S., Semuel, H., & Brahmana, R. Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Dan Loyalitas Konsumen Restoran Happy Garden Surabaya. Jurnal Manajemen Pemasaran, 2(1) (2014) 1–9. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1404
[37] Qomariah, N. Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Loyalitas Pelanggan:(Studi kasus pada Universitas Muhamadiyah Jember). Universitas Jember(2008).
[38] Qomariah, N. Pengaruh Kualitas Layanan dan Citra Institusi Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Aplikasi Manajemen, 10(1) (2012) 177–187. https://jurnaljam.ub.ac.id/index.php/jam/article/view/410/447
[39] Qomariah, N. Marketing Adactive Strategy. Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY(2016).
[40] Qomariah, N. Impact of Customer Value, Brand Image and Product Attributes to Satisfaction and Loyalty Tourism Visitors in Jember Regency. Mediterranean Journal of Social Sciences, 8(5–1)(2018) 129–135. https://doi.org/10.2478/mjss-2018-0105
[41] Qomariah, N. Pengukuran Kepuasan Dan Loyalitas Pasien Rumah Sakit Berbasis Customer Relationship Management. Seminar Nasional dan The 3rd Call for Syariah Paper, (2018) 239–250.
[42] Qomariah, N., Budiastuti, A., Sanosra, A., Susbiani, A., & Budisatoto, E. (2020). Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image. SSRG International Journal of Economics and Management Studies (SSRG-IJEMS), 7(9) (2020) 24–33. https://doi.org/10.14445/23939125/IJEMS-V7I9P103
[43] Qomariah, N., Fahrurrozi, A., & Rozzaid, Y. Efforts to Increase Retail Customer Satisfaction. International Journal of Economics and Management Studies (SSRG-IJEMS), 7(7) (2020) 25–31.
[44] Rahayu, D. D. Analysis of customer satisfaction level on service quality of three-star hotel in Pekanbaru. International Journal of Scientific and Technology Research, 8(10) (2019) 592–598. https://www.google.com/url?client=internal-element-cse&cx=015665522297807158791:e4ankvq01v0&q=http://www.ijstr.org/final-print/oct2019/Analysis-Of-Customer-Satisfaction-Level-On-Service-Quality-Of-Three-star-Hotel-In-Pekanbaru.pdf&sa=U&ved=2ahUKEwil8JnC4s
[45] Ratnasari, D., & Gumanti, T. A. Relationship marketing, service quality, satisfaction and customers loyalty of bank sharia Mandiri banyuwangi. International Journal of Scientific and Technology Research, 8(6) (2019) 7–10. https://www.google.com/url?client=internal-element-cse&cx=015665522297807158791:e4ankvq01v0&q=http://www.ijstr.org/final-print/june2019/Relationship-Marketing-Service-Quality-Satisfaction-And-Customers-Loyalty-Of-Bank-Sharia-Mandiri-Banyuwangi.pdf&sa=U&ve
[46] Rosalina, M., Qomariah, N., & Sari, M. I. Dampak Promosi , Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Oppo Smartphone. Jurnal Penelitian IPTEKS, 4(2) (2019) 161–174.
[47] Saleem, H., & Raja, N. S. The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from the hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5) (2014) 706–711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018
[48] Saputra, F. I. Kualitas Layanan , Citra dan Pengaruhnya terhadap Loyalitas melalui Kepuasan Pelanggan ( Studi Pada PT Bank Bni 46 Sentra Kredit Kecil Surabaya ). Aplikasi Manajemen, 11(3)(2013) 445–457. https://doi.org/10.1016/j.eneco.2016.05.009
[49] Setiawan, A., Qomariah, N., & Hermawan, H. Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen. Jurnal Sains Manajemen dan Bisnis Indonesia Bisnis Indonesia, 9(2) (2019) 114–126. https://doi.org/http://dx.doi.org/10.32528/jsmbi.v9i2.2819
[50] Setyawati, W. A., Rifai, M., & Sasmito, C. Pengaruh Kualitas Pelayanan , Fasilitas , Harga dan Citra Institusi Terhadap Kepuasan Pasien. Madani, Jurnal Politik dan Sosial kemasyarakatan, 10(2) (2018) 50–63.
[51] Sofiati, I., Qomariah, N., & Hermawan, H. Dampak Kualitas Pelayanan Terhadap Loyalitas Konsumen. Jurnal Sains Manajemen & Bisnis Indonesia, 8(2) (2018) 244–259.
[52] Soliha, E., Rizal, A., Maskur, A., Mawarni, N. B., & Rochmani, R. Service quality, bank image, and customer loyalty: The mediating role of customer satisfaction. International Journal of Scientific and Technology Research, 8(10) (2019) 2667–2671.
[53] Solihin, M., & Ratmono, D. Analisis SEM-PLS dengan WarpPLS. Pustaka Pelajar(2013).
[54] Suarniki, N. N., & Lukiyanto, K. The role of satisfaction as moderation to the effect of relational marketing and customer value on customer loyalty. International Journal of Innovation, Creativity and Change, 13(4) (2020) 108–122. https://www.ijicc.net/images/vol_13/Iss_4/13417_Suarniki_2020_E_R.pdf
[55] Subagiyo. Pengaruh Kualitas Pelayanan Akademik Dan Citra Institusi Terhadap Kepuasan Mahasiswa Lp3I Cilegon. Jurnal Lentera Bisnis, 4(1) (2015) 1–26.
[56] Subagja, I. K., & Susanto, P. H. Pengaruh Kualitas Pelayanan, Kepuasan Nasabah Dan Citra Perusahaan Terhadap Loyalitas Nasabah Pt. Bank Central Asia Tbk Kantor Cabang Pondok Gede Plaza. Jurnal Manajemen Bisnis Krisnadwipayana, 7(1) (2019) 69–84. https://doi.org/10.35137/jmbk.v7i1.249
[57] Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
[58] Sukamuljo, L., Ruswanti1, E., & Aida, M. Hospital Image and Service Quality Are Not Able to Provide Patient Satisfaction and Loyalty Effect. Journal of Multidisciplinary Academic, 05(04) (2021) 321–327. https://doi.org/10.51971/joma.v5n4.01102021
[59] Sumardy, M. S., & Melone, M. The Power of Word of Mouth Marketing. Gramedia Pustaka Utama(2011).
[60] Surjaatmadja, S., Hubaib, A., & Muda, I. The effect of brand image,
service quality and price towards the decision of the use of remittance (The remittance from the Indonesian migrant workers in Hong Kong to Indonesia through the state-owned banks). International Journal of Scientific and Technology Research, 8(8) (2019) 214–221.
[61] Sutrisno, Cahyono, D., & Qomariah, N. Analisis Kualitas Pelayanan , Kepercayaan Serta Citra Koperasi Terhadap Kepuasan Dan Loyalitas Anggota. Jurnal Sains Manajemen & Bisnis Indonesia, 7(2) (2017) 157–174. https://doi.org/10.32528/smbi.v7i2.1230
[62] Swastha, B. Azas-Azas Marketing, Edisi 3. Liberty(2016).
[63] Tjiptono, F. Service Management Mewujudkan Layanan Prima. Edisi 2. Andi(2011).
[64] Tjiptono, F. Strategi Pemasaran. Andi(2011).
[65] Verriana, R. I., & Anshori, M. Y. Pengaruh Kualitas Layanan ( Service Quality ) Terhadap Loyalitas Melalui Kepuasan. Accounting and Managemen Journal, 1(1) (2017) 63–79.
[66] Wayan, N., Sutharjana, K., Thoyib, A., Taroena, E. A., & Rahayu, M. Organizational Citizenship Behavior Effect On Patient Satisfaction And Loyalty Through Service Quality (Study On Maternity Hospitals In Indonesia). International Journal of Scientific & Technology Research, 2(5) (2013) 288–299.
[67] Wibowo, Y. G., Wulandari, R. H., & Qomariah, N. Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare. Journal of Economics, Finance and Management Studies, 4(07) (2021) 978–986. https://doi.org/10.47191/jefms/v4-i7-11
[68] Yanuar, M. M., Qomariah, N., & Santoso, B. Dampak kualitas produk, harga, promosi dan kualitas pelayanan terhadap kepuasan pelanggan Optik Marlin cabang Jember. Jurnal Manajemen dan Bisnis Indonesia, 3(1) (2017) 61–80.
[69] Yuliana, & Hidayat, R. Pengaruh Harga Dan Inovasi Produk Terhadap Loyalitas Pelanggan ( Studi Kasus Elzatta Pada Generasi Milenial Tahun 2018). e-Proceeding of Apllied Science, 4(3) (2018) 1092–1099.

Key Words:

price; promotion; service quality; satisfaction; loyalty.