Dalani n~zmpertahankan keiaillgsungan hidup usahaiiya, saiap peimsahaaii baik yervsd~aan baratlg itnauptin jasa ditilntut untik senantiasa memberikat~ pelayanan terbaik yang sestrai derigan keingitlan d m kebutidlan pelanggannya. Melalii kualitps pelayanan yang sesiai dengan hardpan para peianggan, maka dil~asapkan akan terbentuk loyalitas pelanggan yaig merupakaii asset yang sangat berharga bag1 pentsahaan.

Oalam kualitas pslayanan terdapat lima prinsip dasar yang sering digunakan untpk menilai kualitas pelayanan, yalini bilkti fisik (tangibles:), empati (empathy-), kebandalan (reliability), daya tanggap (responsiveness), dan kepastian (assi~rance). Kualitas pelayanan tersebut &an mempengauhi kepuasan konsiunen yatlg pada akhi171ya &an lnenciptakati suatu sikap lvyai teshadap jasa maupiui pen~sd~aan perlyedia jasa tersebut yang tercermin melalui : nielakukan tindakai~ pembelian segara teratur, menolak jasa pesaing . menunjukkan kekebalan dari tarikan pesaing atau masalah tidak mudah terpengarul~ ole11 tarikan pesaing pada jasa sejenis, &I mengajak tetnani' mereko~nedasika.iya.

Atas dasar uraian diatas, maka perlu dilakukan penelitian untitl menganalisa Pengamb Citra Bauran Pelayanan terhadap Persepsi Konsumen dalanl Kaita~mya Untuk meningkatkan Loyalitas Konsumen pada Chandra super--store di Banda r Lam pung.

~ent~l ' is menyebat-kan kuesioner bag 50 responden, yakni konsumen Chandra super-store di Bandar Lampung dengan validitas 0.8045 dan reliabilitas 3.7132 berdasarkan hasil kuesioner yang telah disebar, serta mengadah wawancara langsung dengan pd~ak. Chandra sirper-store di Bandar Lampung.

Berdasarkan perhitungan yang telah dilakukan melalui metode statistik Nonparan~ehlk IZirnk Spearrrrirn, maka didapat rs sebesar 0,890 dengall tingkat ketnelesetatl 0,l yang tesbiikti ballwa terdapat hubuulgan yang cikup kuat dai searall antara variabel citra bauran pelayanan dan variabel loyalitas kosutnen. Dimana jika dilihat dari koefisien determinasi (Kd) sebesar 79,21%, loyalitas konswnen dipengarulli oleh Citra Bauran Pelayanan (kualitas pelayanan) sedangkan sisqnya 20,7996 dipengaruhi oleh faktor-fahqor lain yang ti& diteliti. Dan statist* uji, maka didapat hasil t Ilitung sebesar 19,32 dan setelah dibandingkan dengan t tabel diperoleh hasil 1,6645 dalam ha1 ini t h i tug lebih besar daripaqa t tabel (19,32>1,6645) selingga Ho ditolak astinya ada huburngal antara M i t a s pelayanan dan loyalitas konsuttien. Hal ini rnenl(njukkan bahwa pengaruh citra baurati pelayanan rerhadap loyalitas konsumen d1 CHANDRA szker-store di Bandar Lampung cukup besar yaitu (79.21%).

For maintain their attempt's life, each goods or services conlpany are demairded to give tile best setvice that sititable with what the customer's needed and wist~ed. With service quality that suitable with their wishes then hope will be formed the customer's loyalty which is it the best assets for company or services suppliers.

On the service qualityl there are five basics principles that often used for e~/aluate services, they are physics evidence (tangibles), etnpathy, reliability, responsivene'ss, and assurance. Those service qiiality will influence customer's satisfaction thgt finally conceive loyal character with that service and senlice supplier company that reflected in : doing purchase regularly, refiise competitor's service, showing resisteace fi-om competitor's attractions or not easy to be influenced by competitor's attraction at the same kind, and invited Frierid or recomandation it.

Depend on the explanation above, we need to do research about the effect of image of' service mix to consumer's perceptions in correlation to increase consumer's loyalty in Chandra siiper-store di Bandar Lampung.

The writer spread out questionaire for 50 respondent, they are Cllandra super store's consiuner in Bandar Lainpi~ng with validity 0.890 and reability 0.7132 and ~nade a direct interview wit11 finanagement of Chandra super-store in Bandar bmgung. Based on calculation that has done tlrougl~ SPSS procedure Rank Speat-nian Non Parametric, rs=0,890, wit11 significant 0.1 proved that there is quite strorlg connection between image of service mix variable with constuner loyalty variable. Where coefficient determinatioiil is 79,21?;6, constuner loyalty influenced by image of service rnix (service quality) and 20,79% intluenced by other factors, which is not researched. From statistic test, "t hinmg7'= 19,32, and after comparing with "t table" is result 1,6645 in this case "t hitung" > "t table" ( 1 9,32>1,6645) so, Ho seefused, it tnearls that there is correlation behveen image of service mix variable with consumer loyalty variable Thrs result shpws that the effect of image service mix to co~lsumer loyalty of CJvi.ndra super-store in Bandar Lampung.is strong enough (79.2 1%).

DAFTAR IS1

ABSTRA.K . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i

. . AHST'ltilC'i'v ........................................................................................... 11

... KA'TA PENGAN'TAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111

. . DAFTAR IS1 ........................................................................................ v ~ i

DAFTAR GAMBAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xi

. . DAFTPLR TABEL ................................................................................. xi1

BAB I . PENDAHULUAN

1.1 Latar Belakang Penelitian ............................................................... 1

1.2 Ideniifikasi Masalah ..................................................................... 6

1.3 blaksud dan Tujuan Penelitian .......................................................... 7

.................................................................... 1.4 Kegunaan Psnelitian 7

1.5 Kerangka pe~nikiran dan hipotesis .......................................................... 8

. . 1.5.1 kerangka pemr klran ................................................................................... 8

1.5.2 hipotesis .................................................................................................. 17

1.6 NIetode Peqelitian ..................................................................... 17

1.6.1 Operasional Variabel ............................................................ 17

1.6.2 Metode penarikan sampel ....................................................................... 29

.................................................... 1.6.3 Metode Pen,- pulan Data 30

.................................................................... 1.6.4 Metode Analisis Data 31

1.7 Lokasi dau Waktu Penelitian ......................................................... 35

1.7. I Lokasi Fenelitian ....... :; ....................................................... 35

vii

. . ................................................................. 1.7.2 Waktu Penellt~an 35

BAB I1 : TINJAUAN PUSTAKA

2.1 Konsep Inti pemasaran .................................................................................... 38

2.1 . I Pengertian Konsep Inti Petmasarm ......................................................... 38

2.1.2 Unsur-unsur konsep inti pemasaran ....................................................... 38

2.2 Pemasaran ......................................................................................... 40

3.1.1 Pengertian Pelnasaran ..................................................................... 40

2.1.2 Pengertian manajeinen pemasaran .................................................. 42

2.3 Konsep pemasaran .......................................................................................... -44

2.3.1 Pengertian konsep pemasaran .................................................................. 44

2.3.2 Konsep-konsep pemasaran ....................................................................... 44

2.4 Bauran Pernasaran ...................................................................... 46

2.4.1 Pensettian Bauran Pemasaran ................................................ -46

2.2.2 Variabel-variabel Bauran Pernasaran .......................................... 47

2.5 Variabel-variabel bauran pelayanan ............................................................... -50

2.5.1 Diferensiasi bauran pelayanan ................................................................ 53 rn - . . ~ 3 . 2 Diferensrasl personalia ........................... A .

2.5.3 Diferensiasi citra ..................................................................................... 55

2.6 Jasa ....................................................................................... 59

2.6.1 Pengertian Jasa .................................................................. 59

2.6.2 Karqkteristik Jasa ............................................................... 60

2.6.3 Kateg~ri penawaran jasa ......................................................................... 62

2.6.4 Klasifikasi Jasa ...................................................................... -63 7 2.6.5 hekyqtan j asa .......................................................................................... 69

2.5.6 Proses Psmbelian Jasa ......................................................... 70

2.6.7 Masalah-masalah dalam bisnis jasa ........................................................ 71

2.6.8 Stratsgi dalarn mengatasi masalah jasa ................................................... 72

............................... 2.6.9 Pemagaran Jasa dan Strategi Pemasaran Jasa 74

2.6.9.1 pemasaran jasa .............................................................................. 74

... Vlll

.................................................................. 2.6.9.2 Strategi peinasaran -1asa 76

2.6.10 Strategi Mengelola Perlnintaan jasa dan strategi mengelola

...................................................................................... Penawaran jasa 82

.................................. 2.6.10.1 Strategi Mengelola Perrnintaan Jasa 82

.................................... 2.6.10.2 Strategi Mengelola Penawaran Jasa 83

........................................................................................... 2.7 Kualitas pelayanan 86 'I ................................................ ........... 2.1.1 Pengertian kualitas -.-. .................. 86

............................................................................... 2.7.2 Pengertian pelayanan 87

........................................................................... 2.7.3 Pengertian kualitas jasa -88

.................................................. ............................ 2.7.4 Dimensi kualitas jasa : 90

......................................... 2.8 persepsi konsumen dan Perilaku Konsumen 91

.................................................. 2.8.1 Pengprtian Persepsi Konsumen 91

....................... 2.8.2 Faktor4aktor yang Mernpengaruhi persepsi Konsumen 93

........................................................................... 2.8.3 kualitas yang dipersepsi 94

.......................................................... 2.8.4 Resika yang dipersepsi kotlsumen -94

................................................................. 2.8.5 Pengertian perilaku konsumen 95

........................ 2.8.6 Faktor-fak<or yang Mempengaruhi perilaku Konstunen 101

.............................................................................................. 2.9 Loyalitas 104

9 ~ 9 . 1 Ruang lingkup loyalitas ............................................................... 1 0 4

................................................................... 2.9.2 Definisi Loyalitas 105

....................................................... 2.9.3 Karakteristik Loyalitas.. s -108

........................................... 2.9.4 h4&iqgkatkan Loyalitas Konsuinen 108

.................. 2.9.5 Hubungan kualitas pelayanan dengan loyalitas konsumen. I10

BAB I11 : OBYEK PENELITIAN

................................................ 3.1 Sejarah dqn perkembangan perusahaan 112 . . ......................................................................... 3.2 Misl dan tujuan perusahaan 1 1 3

...................................................... 3.3 Struktur Organisasi perusahaan I13

..................................................................................................... 3.4 pennodalqn 118

..................................................................... 3.5 Aktivitas Pqrusahaan 118

................................................................................................ 3.6 'Tenaga kerja 1 2 0

.................................................................. 3.6.1 perqncanaan Tenaga keja 1 2 0

3.6.2 Perekrutan tenaga kerja ........................................................................ 1 20

3.6 3 pemeliharaan tenaga kerja .................................................................. 13 I

............................ 3.6.4 pemberhentian ke ja, pensiun, mutasi, dan promosi 121

3.7 Aktivitas Psrnasaran Perusahaan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

3.7.1 Produk .......................................................................... 1 24

3.7.2 Harga . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

3.7.3 Promosi ........................................................................ 125

3.7.4 Sistem Distribusi .............................................................. 136

BAB IV : PEMBAHASAN

4.1 Analisis Profil Responden ........................................................... 127

4.2 Analisis Tanggapan Responden Pada blasing-masing komponen ' I ' ' Dirnens~ hual~tas gasa ................................................................................... 131

1.2.1 Aqalisis tanggapan responden pada dimensi benvuj ud

4.2.2 Aqalisis tanggapan responden pada dilnensi kehandalan

4.2.3 Anal isis tanggapan responden pada di~nensi kecepattanggapan

(responsiveness j ...................................................................... 137

4.2.4 Aqalisis tanggapan responden pada dimensi j a~ninan

(assurance) ..................................................................... 140

.......... 4.2.5 Anqiisis tanggapan responden pada dimensi empati (emputhyj 143

4.3 Analisis Tapggapan Responden Pada masing-masing komponen

Dimensi loyali tas ........................................................................................... 146

.............. 4.3.1 Apqlisis tanggapan responden pada lmensi tahap keraguan 146

4.3.2 Apalisis tanggapan responden pada dimensi tahap lnulai cenderung .. I48

4.3.3 Analisis tanggapan responden pada dimensi tahap cenderung namun

........................................................................... Belurp mernbutul&an 150

4.3.4 hql is is tanggapan responden pads dimensi tahap pelanggan

Pernula ................................................................................................... 153

4.3.5 Analisis tanggapan responden pada dilnensi tahap pelangga~l

Berulang ................................................................................................ 155

3.3.6 Anali~is tanggapan responden pada dinlensi tahap pelanggzn

Tetap .................................................................................................... 157

4.3.7 Anali~is tanggapan responden pada dilnensi tahap pelanggan

.............................................................................................. Penganjur 1 59

4.4 Analisis Pengaruh citra bauran pelayanan (kuaiitas jasa) terhadap

Loyalitas konsumen ...................................................................................... 162

4.4.1 Uji Validitas dan Reliabilitas .................................................. 162

4.4.2 Uj i Korelasi Rank Spearman ................................................... 166 . . . . .

4.4.3 Analisis Uji h~potesis ........................................................................... 171

4.4.4 Koefisien determinasi .......................................................................... 1 73

BAB V : KESIMPULAN DAN SARAN

5.1 kesimpulan ............................................................................ 174

5.2 Saran ..... : ................... , ......................................................... 179

DAFTAR PUSTAKA ............................................................................ 181

LAMPIRAN