PENGARUH LAYANAN PURNA JUAL PADA KESETIAAN PELANGGAN (Studi pada Industri Sepeda Motor di Daerah Istimewa Yogyakarta)

The growth of Indonesian motorcycle industry continues to increase simultaneously in line with the need of cheap, reliable, and economical vehicles in Indonesia. Competition among manufacturers is very stiff and employs a lot of marketing strategies to defend market share. Customer satisfaction may be achieved through services given at pre-sales and after sales stages. Currently the producers and retailers concentrate to compete on pre-sales stage regardless of the after sales service. This research examines the influence of after-sales factors such as delivery, warranty, and dealer distribution to the customer satisfaction. This research employs quantitative methods and use questionnaire directly distributed to the respondents as a source of primary data. The research method is multiple linear regressions done by SPSS software version 16, aimed to determine the effect of after-sales factors in shipping, warranty, and dealer distribution. The author conducted research in Yogyakarta Special Province�s motorcycle industry. The motorcycles brands involved are Yamaha, Honda and Suzuki. Those brands were chosen as the consideration of a similar distribution of dealers that eliminate bias by the respondents. Results obtained from this research prove that the after-sales services are having significant positive effect on customer satisfaction. The greatest influence comes from the service warranty. The second largest is the dealer�s distribution services, while the last is the service delivery. For motorcycle manufacturers, it is imperative to be aware of after sales service because of its highly influence to the customers. The motorcycle manufacturers should begin to give priority on after sales service to satisfy the customer. They should focus more on providing excellent services through dealers because dealers are the one who distribute after-sales services to the end customer