Perilaku pembelian, kepuasan dan loyalitas pelanggan butik emas logam mulia pulogadung

PT. Antam Tbk Precious Metals Processing and Refinery Business Unit (UBPP LM) has been established since 1937 and have good experienced in processing and refining precious metals, until now Gold Bar product under the LM brand has become a market leader in the market however at the time of a accident which causes limited gold bar production, many customers switch to other brands because of the good services that competitor provide, this explains that there is still a weaknesses in terms of services that UBPP LM provide. This research study aims to highlights the factors of customer loyalty based on satisfaction, consumer buying behavior at Butik Emas Logam Mulia (BELM) Pulogadung. Using the SERVQUAL services model to analyze quality of services by descriptive statistics method. This study was conducted using 200 respondents selected by purposive. Tangible, empathy, responsiveness, reliability, and assurance (Service Quality Dimensions) were the variables considered for this study. The research found that reliability and responsiveness (not empathy, tangibility, and assurance) impact consumer satisfaction which increases the frequency of purchasing. It explains, a negative relationship between satisfaction and loyalty intensions. Furthermore, both loyalty and satisfaction effects weaken with increased prior consumption experiences, related on organizational issues. Thus, when the customers invest in satisfaction, managers should consider their individual marginal impacts on loyalty and distinguish between consumers with reference to their prior consumption experiences. The behavior of BELM customers in the Pulogadung branch purchase more gold twice a year for investment. The majority of ANTAM's customers are old customers for more than one year. BELM Pulogadung's customer satisfaction level is 4.29, which means that customers are satisfied with the service at BELM Pulogadung. The satisfaction level of each dimension is Tangible 4.18, Empathy 4.32, Responsiveness 4.24, Reliability 4.36, Assurance 4.35. Service quality factors that influence customer satisfaction can be seen from the correlation coefficients of each dimension, such as Tangible 0.221, Empathy 0.162, Responsiveness 0.924, Reliability 0.852, and Assurance 0.494. The highest quality factor of service influence on customer satisfaction is Responsiveness, such as the speed of CS officers and security officers in responding and serving customers and information clarity. Customer satisfaction affects customer loyalty and purchasing behavior. The managerial implication in marketing strategies to increase customer loyalty, consumer satisfaction is directly related to provide fast, precise, and friendly services in accordance with established service standards. Moreover, the research study concludes that image of a service provider, loyalty of consumers, consumer expectations, perceived value, perceived quality and the way complains are handled are very important factors that determine consumer loyalty levels