UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Pengaruh consumer involvement terhadap perceived relational benefits konsumen pada tiga kategori service = The influence of consumer involvement toward perceived relational benefits in three categories of services / Husni Mubarak

Husni Mubarak; Ignatius Heruwasto, co-promotor; Nurdin Sobari, examiner; Rizal Edy Halim (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

 Abstrak

ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah kategori service yang
dibagi ke dalam tiga kategori berdasarkan level interaksi (high contact and
customized service, moderate contact non personal, dan moderate contact
standardize) mempengaruhi nilai personal involvement dan perceived relational
benefits konsumen, hingga akhirnya berpengaruh pada relational response
behavior. Untuk menguji hipotesis pada penelitian ini, penulis membaginya
menjadi empat analisa, (1) analisa perbedaan nilai personal involvement pada
ketiga jenis kategori service, (2) analisa perbedaan nilai perceived relational
benefits pada tiga kategori service, (3) analisa hubungan antara personal
involvement dengan perceived relational benefits, (4) analisa hubungan antara
perceived relational benefits dengan relational response behavior. Keempat
analisa tersebut menggunakan analisis perbedaan (ANOVA dan MANOVA) serta
analisa Structural Equation Modeling (SEM). Analisa ANOVA dan MANOVA
diolah menggunakan SPSS 16.00, sedangkan analisa Structural Equation
Modeling (SEM) diolah menggunakan smart PLS 2.0.
Hipotesis pada penelitian ini seluruhnya terbukti dan memperkuat hasil
temuan penelitian sebelumnya yang telah dilakukan oleh Gwinner (1998) dan
Kinard & Capella (2006), bahwa service provider dengan tingkat interaksi yang
tinggi antara konsumen dengan penyedia jasa layanan, akan memiliki nilai
personal involvement dan perceived relational benefits yang tinggi, dan akhirnya
berpengaruh pada perilaku konsumen atau relational response behavior yang
semakin loyal terhadap perusahaan. Sehingga untuk service provider yang
termasuk ke dalam kategori moderate contact non personal dan moderate contact
standardize sebaiknya mengetahui lebih dalam tentang kebutuhan, harapan, serta
nilai yang diinginkan oleh konsumen, karena hal ini nantinya dapat memunculkan
personal involvement pada diri konsumen terhadap perusahaan, hingga konsumen
menginginkan terciptanya hubungan antara dirinya dengan service provider, hal
ini tentunya menguntungkan perusahaan karena setelah konsumen tersebut
menginginkan adanya hubungan yang baik, konsumen akan menjadi loyal
terhadap jasa layanan perusahaan.

ABSTRACT
This study aims to determine whether the type of service providers that are
divided into three categories of service (high contact and customized service,
moderate non-personal contact, standardize and moderate contact) affect the value
of personal involvement and perceived service benefits the consumer, finally the
relational response behavior. The hypothesis in this study is divided into four
analysis, (1) analysis of differences in the value of personal involvement in all
three categories of service providers, (2) analysis of differences in the perceived
value of relational benefits on three categories of service providers, (3) analysis of
the relationship between personal involvement with the perceived relational
benefits, (4) analysis of the relationship between perceived relational benefits with
relational response behavior. The fourth analysis using difference analysis
(ANOVA and MANOVA) and structural equation modeling (SEM). ANOVA and
MANOVA running data using SPSS 16.0, and for the SEM analysis using Smart
PLS 2.0.
The hypothesis in this study proves and reinforces the findings of previous
studies that the service provider with a high level of interaction between the
consumer and the service provider will have the value of personal involvement
and high perceived relational benefits , and ultimately affect the behavior of
consumers or relational behaviors are more loyal response against the company .
So as to service providers that fall into the category of moderate and moderate
non-personal contact standardize contact should learn more about the needs,
expectations, and values that consumers want from a service provider services, as
this will be able to bring a personal involvement in the self-consumer of the
company, consumers want to create a relationship between himself and the service
provider, it is certainly beneficial for the company once the consumer wants a
good relationship, consumers will tend to feel loyal.

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T38650
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiii, 83 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T38650 15-23-38217415 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20365576
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