ANALISIS PENGARUH KEPUASAN PELANGGAN WANITA PADA LOYALITAS DIBENGKEL HONDA DAN TOYOTA

Loyal customer is not build in the short time, but need customer experiences in the long term and repurchased of the product in accordance with customer experience. This study proved that service quality impact to loyal women customer who came to the Honda or Toyota dealers. Factors hypothized to influence women customer loyality are physical evidence, responsivitas, reliabilitas, assurance and empathy. Sample was obtained using judgment sampling technique to women customer that come to dealer for service in periode during August 2012 to January 2013 at Honda or Toyota dealers. These research results that physical evidence, responsivitas, reliabilitas, assurance and empathy variabel together affect to women customer loyalty with a value of adjusted R2 0.830. From 5 independents variable, emphaty variable have a greater impact to women customer loyalty with t count 5.062 higher than t table 1.986. These can be interpreted by dealer staff listen carefully to women customer needs, can choose timing and type of service based on their needs and their preference, database have been recorded by dealer can be impact to women customer loyalty at Honda and Toyota dealers. Therefore ATPM or principle have to increase the quality of staff interpersonal skill, attractive promotion for women customer, create informative and interactive website, and also comfort waiting room based on women customer needs and customer relation from dealer to increase women customer loyalty. So, loyal women customer will revisit to do maintenance, choose same dealer, and recommend to other customer and also can impact to them to purchase new vehicle in the same dealers, that can be increase dealers revenue