Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi

The number of motorcycles being sold in Indonesia keeps increasing every year. Every manufacturer should stand firm on negotiating to what extent service and brand name impact to consumer trust and recommendation preference.  This research aims to investigate this issue using path analysis. Sample i...

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Main Authors: Muhadjir Nasir, Febri Rachmawati
Format: Article
Language:English
Published: Bina Nusantara University 2009-09-01
Series:Journal the Winners
Subjects:
Online Access:https://journal.binus.ac.id/index.php/winners/article/view/704
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author Muhadjir Nasir
Febri Rachmawati
author_facet Muhadjir Nasir
Febri Rachmawati
author_sort Muhadjir Nasir
collection DOAJ
description The number of motorcycles being sold in Indonesia keeps increasing every year. Every manufacturer should stand firm on negotiating to what extent service and brand name impact to consumer trust and recommendation preference.  This research aims to investigate this issue using path analysis. Sample is taken from community of car garage consumers. Then, data is verified by some statistical tools such as normality, validity and reliability before using path analysis. The research findings confirm that service quality, brand association and consumer trust are very important to attract trust over garage service. Concerning this issue, the researcher contributes some suggestions such as management should increase service quality by doing employee professionalism improvement. For doing this, the firm can exploit on employee training; implementing incentive strategy to motivate employees, exposing openness and positive atmosphere to interact with consumers and the last but not the least, to maintain good relationship for short and long term by providing consumers with a forum-based communication media.
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spelling doaj.art-78828822bee9445a87fd89994dca84cf2022-12-21T22:01:15ZengBina Nusantara UniversityJournal the Winners1412-12122541-23882009-09-0110210010810.21512/tw.v10i2.704554Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi RekomendasiMuhadjir Nasir0Febri Rachmawati1Peneliti pada Balai Besar Riset Sosial Ekonomi Kelautan dan PerikananMahasiswa Universitas Bina NusantaraThe number of motorcycles being sold in Indonesia keeps increasing every year. Every manufacturer should stand firm on negotiating to what extent service and brand name impact to consumer trust and recommendation preference.  This research aims to investigate this issue using path analysis. Sample is taken from community of car garage consumers. Then, data is verified by some statistical tools such as normality, validity and reliability before using path analysis. The research findings confirm that service quality, brand association and consumer trust are very important to attract trust over garage service. Concerning this issue, the researcher contributes some suggestions such as management should increase service quality by doing employee professionalism improvement. For doing this, the firm can exploit on employee training; implementing incentive strategy to motivate employees, exposing openness and positive atmosphere to interact with consumers and the last but not the least, to maintain good relationship for short and long term by providing consumers with a forum-based communication media.https://journal.binus.ac.id/index.php/winners/article/view/704servicecar garagerecommendation preferences
spellingShingle Muhadjir Nasir
Febri Rachmawati
Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
Journal the Winners
service
car garage
recommendation preferences
title Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
title_full Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
title_fullStr Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
title_full_unstemmed Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
title_short Pengaruh Pelayanan dan Asosiasi Merek terhadap Kepercayaan Pelanggan Bengkel Kendaraan Bermotor dan Dampaknya terhadap Preferensi Rekomendasi
title_sort pengaruh pelayanan dan asosiasi merek terhadap kepercayaan pelanggan bengkel kendaraan bermotor dan dampaknya terhadap preferensi rekomendasi
topic service
car garage
recommendation preferences
url https://journal.binus.ac.id/index.php/winners/article/view/704
work_keys_str_mv AT muhadjirnasir pengaruhpelayanandanasosiasimerekterhadapkepercayaanpelangganbengkelkendaraanbermotordandampaknyaterhadappreferensirekomendasi
AT febrirachmawati pengaruhpelayanandanasosiasimerekterhadapkepercayaanpelangganbengkelkendaraanbermotordandampaknyaterhadappreferensirekomendasi