ANALISIS PENGARUH PRINSIP PELAYANAN PRIMA TERHADAP LOYALITAS ANGGOTA PADA KOPERASI PRIMA SEKAR SEJAHTERA DI KABUPATEN BATANG

ANALISIS PENGARUH PRINSIP PELAYANAN PRIMA TERHADAP LOYALITAS ANGGOTA PADA KOPERASI PRIMA SEKAR SEJAHTERA DI KABUPATEN BATANG

  • TH Susetyarsi
  • Rudika Harminingtyas
Keywords: pelayanan prima, loyalitas

Abstract

Pelayanan prima  adalah  faktor  kunci  dalam  keberhasilan  perusahaan.  Pelayanan  prima berarti  memelihara dan mempertahankan konsumen perusahaan dan menambah konsumen baru.Pelayanan prima bukan hanya sekedar memberikan suatu layanan, hal ini memerlukan sedikit pelayanan ekstra dan sesuai dengan harapan konsumen yang mengharapkan pelayanan yang terbaik. Dengan demikian  perusahaan harus  memelihara  dan  mempertahankan  konsumen  seperti  halnya  mendapatkan konsumen yang baru. Jadi dalam hal memenangkan persaingan, perusahaan juga perlu mempertahankan loyalitas konsumen yang ada (Marconi, 1993).Pelayanan prima dikembangkan berdasarkan 3 prinsip (Marconi, 1993), yaitu sikap (attitude), perhatian (attention) dan tindakan (action).

            Pelayanan prima juga menjadi pusat perhatian manajemen Koperasi Prima Sekar Sejahtera di Kabupaten Batang yang bergerak dalam bidang simpan pinjam guna menciptakan loyalitas para anggotanya. Tujuan diadakannya penelitian ini adalah untuk menganalisis pengaruh variabel bebas yaitu prinsip pelayanan prima yang terdiri dari sikap (X1), perhatian (X2) dan tindakan (X3) secara parsial terhadap loyalitas anggota (Y) pada Koperasi Prima Sekar Sejahtera di Kabupaten Batang

            Populasi dalam penelitian adalah seluruh anggota koperasi pada Koperasi Prima Sekar Sejahtera yang jumlahnya sebesar 47 orang. Data diperoleh dari 47 responden  yang  dijadikan sampel  dengan cara pengisian kuesioner. Untuk pembuktian hipotesis dan menarik kesimpulan, digunakan alat analisa regresi berganda, koefisien determinasi (R2), pengujian hipotesis secara parsial dengan T-test dan pengujian hipotesis secara simultan dengan F-test.

Berdasarkan analisa regeresi berganda diketahui bahwa variabel-variabel bebas mempunyai pengaruh positif yang searah dengan variabel terikat. Selanjutnya hasil analisis data diperoleh nilai R2 sebesar 0,760 atau 76,0 persen. Sehingga dikatakan bahwa 76,0% variasi variabel terikat yaitu loyalitas anggota (Y) pada Koperasi Prima Sekar Sejahtera di Kabupaten Batang dapat diterangkan oleh variabel-variabel bebas. Sedangkan sisanya (24,0 persen) dipengaruhi oleh variabel lain di luar model yang diteliti.

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Published
2018-07-10
Issue
Vol 7 No 2 (2015): VOLUME 7 NOMOR 2 EDISI JUNI 2015
Section
Articles
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