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Analysis on Influencing Factors Toward Customer Loyalty

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Analysis on Influencing Factors Toward Customer Loyalty ANALYSIS ON INFLUENCING FACTORS TOWARD CUSTOMER LOYALTY (A CASE STUDY OF APPLE PRODUCTS) By Syarifah Ade Mutia ID no. 014201000009 A Skripsi presented to the Faculty of Business President University in partial fulfillment of the requirements for Bachelor Degree in Economics Major of Management January 2014 SKRIPSI ADVISER RECOMMENDATION LETTER This skripsi entitled “ANALYSIS ON INFLUENCING FACTORS TOWARD CUSTOMER LOYALTY (A CASE STUDY OF APPLE PRODUCTS)” prepared and submitted by Syarifah Ade Mutia in partial fulfillment of the requirements for the degree of bachelor in the Faculty of Business has been reviewed and found to have satisfied the requirements for a skripsi fit to be examined. I therefore recommend this skripsi for Oral Defense. Cikarang, Indonesia, January 27, 2014 Acknowledged by, Recommended by, Vinsensius Jajat K., MBA Vinsensius Jajat K., MBA Head of Management Study Program Skripsi Adviser i DECLARATION OF ORIGINALITY I declare that this skripsi, entitled “ANALYSIS ON INFLUENCING FACTORS TOWARD CUSTOMER LOYALTY (A CASE STUDY OF APPLE PRODUCTS)” is, to the best of my knowledge and beliefs, an original piece of work that has not been submitted, either in a whole or in a part, to another university to obtain a degree. Cikarang, Indonesia, January 27, 2014 SYARIFAH ADE MUTIA ii PANEL OF EXAMINERS APPROVAL SHEET The Panel of Examiners declares that the skripsi entitled “ANALYSIS ON INFLUENCING FACTORS TOWARD CUSTOMER LOYALTY (A CASE STUDY OF APPLE PRODUCTS)” that was submitted by Syarifah Ade Mutia majoring in Management from the Faculty of Business was assessed and approved to have passed the Oral Examinations on February 19, 2014. Dra. Genoveva, M.M. Chair – Panel of Examiners T. Manivasugen, MBA Examiner 1 V. Jajat Kristanto, MBA Examiner 2 iii ABSTRACT This research is focusing on assessing the influencing factors of several independent variables such as Marketing Mix elements (4P), Brand Image, and Customer Satisfaction toward Customer Loyalty as the dependent variable, limited to Indonesia online based community of Apple users. The data collected were from 98 respondents using Slovin formula, and simple random sampling method was used in the distribution of questionnaire, and is in Likert-scale type. Quantitative analysis including validity and reliability test, classic assumption test, and multiple regression were conducted in this research to test the appropriate hypothesis through T-test, F-test, and Coefficient Determination (R square). Results of the analysis found that from the six factors, price, product, place, promotion, brand image, and customer satisfaction, there are three variables that were proven have negative significant influence toward customer loyalty. The other three variables were proven has positive influence, such as price as the most influential variable, also customer satisfaction, and brand image did influence customer loyalty. Furthermore, the F-test has shown that the independent variables together have significant correlation to dependent variable, supported by R square value which accounted for 75.7% of how much the dependent variable can be explained by the independent variables. Keywords: Marketing Mix, Brand Image, Customer Satisfaction, Customer Loyalty iv ACKNOWLEDGEMENT “The Originator of the heavens and the earth. When He decrees a matter, He only says to it: “Be!_and it is.” (QS 2:117) First of all, the researcher would like to praises Allah SWT for all the never end blessings, and guidence for all the process of finishing this thesis. And the opportunity of this given time to finally met the ending of this university life. Through this opportunity, the researcher would like to express her gratitude to the following imperative persons which have been very valuable to the researcher’s life and journey: 1) The very first to mention is the researcher parent and family, the all time love, the father in earth and heaven, Said Rachmatna, and a lovely mother Yayah Puntiawati, for all the prayers, the wonderful caring, and the supportive actions that always strengthen the researcher when she was at her lowest. And for the greatest family of the researcher’s own, the twins Syarifah Rahmi Azizi and Syarifah Nurul Azizi that the researcher cared the most. Also a brother and his family, Said Tiar Purnama and Devi Linda Kartini, and the source of smile and laugh, the researcher’s niece and nephew, Cut Adja Sabrina, and Said Nazmi Azka. No other words can describe how thankful she is for having a great family like them. 2) The researcher would also like to express the grateful feelings and apreciation over the completion of this thesis to all those who already gave cooperation, support, guidance, and encouragement that make the completion of this skripsi achieved. Mr. Orlando R. Santos, MBA, Mr.Vinsensius Jajat K., MM, MBA. Not to mention the words of thank you very much also given for the honorable examiners Mam Genoveva, MM, and Mam Filda Rahmiati. v 3) The researcher’s appreciation for all the best colleges for over three and a half year, Lauransia Oktaviany, Dwini Rahmadina, Fabiola Nola, Grece Situmorang, Lystia, Edwin Cinwang Rinaldy, Mohammad Syarif, Noni Trisnawati, Joudy Marsya, Sherly Silvia, Kevin Adisya, Nurinda Febrianty, Ervina Anggraini, Andi Fuad, Fathia Fatima, Ayu Agustafany, Hardian Ruben, Trecy Emerald, Alfina Maharani, Ikhwan Farabi, Audy Theo, Rahman Kurniawan, Putri Utami Vallen, Dian Amarta, Martina Pradita, and all International Business and President University associates, the expressed feeling cannot be described more as how much the researcher would thank to all the memories, hope the friendships will last till the end. 4) The next is to the best given companion that have accompanied in the most time before, for almost ten years and still counting, the researcher’s best friend, the gratitude feelings of how much the researcher valued them for who they are, for acceptance, and the devotion are to be presented for the best of the best, to Soraya Verina, Meinartika Putri, Hany Syafira, Puteri Kartika, Yeniar Hendra Ningrum, Enggar Pradipta, Astrid Nurul Pratiwi, Nia Risnawati, and Fellycia Meylanda. 5) Last but not least, many thanks sent to Dafni Renata, a best friend, a brother,and a lover.For his great support, through the good and bad, the smile in the sad, and a doctor wannabe. Can’t thank him enough for the great days spent together, and most of them were thank you for the devotion, the patience, and the understanding. The last one is, happy birthday for him, February 12, 22 years ago, was born the researcher’s best companion, and these words are to express the feelings “If I had a flower whenever I thought of you, I could walk on a garden forever”. vi TABLE OF CONTENTS THESIS ADVISER RECOMMENDATION LETTER ................................................. i DECLARATION OF ORIGINALITY .......................................................................... ii PANEL OF EXAMINERS ........................................................................................... iii APPROVAL SHEET .................................................................................................... iii ABSTRACT .................................................................................................................. iv ACKNOWLEDGEMENT ............................................................................................. v Table of Contents ......................................................................................................... vii List of Tables ................................................................................................................ xi List of Figures ............................................................................................................. xiii CHAPTER I ................................................................................................................... 1 I. INTRODUCTION .............................................................................................. 1 1.1 Research Background ........................................................................................... 2 1.2 Problem identification .......................................................................................... 6 1.3 Statement of problem ........................................................................................... 7 1.4 Research Objectives ............................................................................................. 7 1.5 Research Limitation ............................................................................................. 8 1.6 Definition of Terms .............................................................................................. 9 1.7 Significance of the Study ................................................................................... 10 CHAPTER II ................................................................................................................ 11 II. REVIEW OF LITERATURE ........................................................................... 11 2.1 Marketing Mix .................................................................................................... 11 2.1.1 Price ............................................................................................................. 12 2.1.2 Product ......................................................................................................... 13 2.1.3 Promotion ...................................................................................................
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