Perbedaan Pengaruh Citra Merek dan Reputasi Perusahaan Terhadap Kualitas Produk, Nilai Pelanggan dan Loyalitas Pelanggan di Pasar Bisnis

Tantri Yanuar Rahmat Syah

Abstract


Abstract

Since Indonesian government deregulate lubricants monopoly through Keppres No 21 in 2001, there has been a rise in lubricant industry climate. Lubricant producers need to benefit owners and managers of automotive repair station as the decision makers and personal reference to recommends their products to clients. Lubricant producers also needs to finds out what caused repair station managers became loyal and willing to recommend their products to his clients.  In business market, company reputation has a strong influence on buying decision which may differ from the influence of brand’s image. This paper investigate these differences by testing hypotheses about the influence of brand’s image and company reputation on customer’s perceptions of product and service quality, customer value and customer loyalty in lubricant business market. The object’s of this study are 105 of automotive repair station managers. The result indicate that company reputation have influence on the customer’s perception of product and service quality and customer loyalty since brand image doesn’t have influence on the customer’s perception of product and service quality and customer loyalty. Based on the result, the appropriate marketing strategic for lubricant’s producer is to be focus on the establishment of company reputation.

Keywords: brand of merk, reputation, quality of product

Abstrak

Sejak adanya penghapusan monopoli minyak pelumas oleh pemerintah lewat Keppres No.21 Tahun 2001, iklim persaingan pasar bisnis pelumas kian sengit.Para produsen minyak pelumas perlu memanfaatkan manajer atau pemilik bengkel yang merupakan pembuat keputusan sekaligus pengaruh untuk merekomendasikan produknya kepada pelanggan bengkel.Oleh sebab itu perlu juga diketahui oleh produsen pelumas apakah yang menyebabkan manajer bengkel menjadi loyal sehingga mau merekomendasikan produknya pada pelanggan bengkel.Pada pasar bisnis, reputasi perusahaan mempunyai pengaruh yang kuat terhadap keputusan membeli dimana pengaruh tersebut berbeda dengan pengaruh citra merek.Penelitian ini membahas perbedaan tersebut dengan menguji hipotesis-hipotesis tentang pengaruh citra merek dan reputasi perusahaan pada persepsi pelanggan (manajer bengkel) terhadap kualitas produk dan jasa, nilai pelanggan dan loyalitas pelanggan pada pasar bisnis pelumas kendaraan.Objek penelitian ini adalah manajer bengkel sebanyak 105 responden.Penelitian mengindikasikan reputasi perusahaan mempunyai pengaruh terhadap kualitas produk dan jasa serta pada loyalitas pelanggan sedangkan citra merek tidak mempunyai pengaruh baik terhadap kualitas produk dan jasa maupun terhadap loyalitas pelanggan.Berdasarkan hal tersebut maka strategi pemasaran yang paling tepat bagi produsen pelumas adalah fokus terhadap upaya untuk membangun reputasi perusahaan.

Kata kunci: citra merek, reputasi, kualitas produk

 


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DOI: https://doi.org/10.47007/jeko.v4i2.1040

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