Persepsi kualitas produk, pelayanan dan program loyalitas terhadap sikap pelanggan dan volume penjualan semen

Wijaya and San's research from DBS Bank (2015) states that the installed cement capacity with the construction of a cement plant spread across several regions of Indonesia, will result in significant differences for utility rates, the ratio between demand and installed capacity of cement reaches 74 percent. In 2016 the number of cement companies playing in Indonesia market amounts to 19 cement companies. PT. XYZ which is the market leader for cement companies in Indonesia, has decreased sales and lowered market share in Indonesia. In 2012, market share achievement is 32 percent, but in 2014 it decreased to 30 percent and is projected to decrease if there is no strategy in facing upcoming conditions. Cement products from producers are marketed through ready mix producers, aggregate producers and distributors or in retail store stores for resale, in this case called Business to Business (B2B). Retail stores are a major business consumer in marketing cement products. In principle, retail will seek to get the highest benefit package in terms of both technical and non technical terms from the point of view of market supply costs. The researcher is interested to examine the relationship between perception of product quality, perception of service quality, customer loyalty program's perception toward, retail customer attitude and sales volume of cement product at retail customer specially at XYZ brand cement. This study examines three different cement brands namely XYZ cement with a most large market share, PQR cement which is the main competitor, and ABC cement which is a brand of newcomer cement that is strong enough to enter the Indonesian cement market. The research target is focused on the retailers of building materials stores with the number of 100 respondents. Data collection will be done by survey through direct interview using questionnaire. Analysis of this research using descriptive analysis, different test analysis with ANOVA and inferencing analysis using Structural Equation Model (SEM). The results of this study indicate that the factors that affect the attitude of retail customers of the three variables tested only one dominant influence the attitude of retail customers, namely the perception of product quality. The results of this study for XYZ brand cement found that the perception of product quality significantly affects the attitude of retail customers and the perception of product quality significantly affects the sales volume of cement. In addition, perceptions of service quality and customer loyalty program perceptions significantly affect the attitude of retail customers