ANALISIS PENGARUH PERSEPSI ATAS ORIENTASI PELANGGAN DAN REPUTASI PERUSAHAAN TERHADAP ORIENTASI PELAYANAN STRATEGIK DAN DAMPAKNYA PADA KEPUASAN PELANGGAN

Abstract

This research analyzes the effect of perception on customer orientation and perception on company reputation on perception of strategic service orientation and its impact on customer satisfaction. The research problem is based on 2 (two) issues: first is research gap based on previous research background for example, referring to the borders and direction of research will come on and inconsistent with previous findings such as in Homburg et al., ( 2002); Chenet et al., (2000); Pelham, (1997); Doney and Cannon (1997). And the second comes from the research problems, which is found in the data that gives an overview of the condition of PT. Mandalatama Armada Motor deals with the targets and sales realization of Honda brand products in Semarang region, where in 2005 PT. Mandalatama Armada Motor can not meet the targeted marketing of 869 units and can only be realized 725 or 83% only. A model has been developed and five hypotheses have been formulated to address this research problem. Sampling technique is purposive method (purposive sampling). Respondents from this study amounted to 120 respondents, where respondents are customers of PT. Mandalatama Armada Motor. The data analysis tool used is Structural Equation Modeling (SEM) in AMOS 4.01 program. The results of this research data analysis show the model and research results can be received well. And furthermore the results of this study prove the influence of perceptions on customer orientation to perceptions of strategic service orientation is a significant positip. Perceptions of a company's reputation have a positive effect on perceptions of strategic service orientation. Perceptions of customer orientation have a positive effect on customer satisfaction. And the influence of perceptions on the company's reputation on customer satisfaction is a significant positively. As well as perceptions of the orientation of strategic services positively affect customer satisfaction