ANALISIS PENGARUH SELLING ORIENTATION, COMMUNICATION STYLE DAN CUSTOMER ORIENTATION SERTA PRODUCT VARIETY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PELANGGAN MCDONALD’S DI KOTA SAMARINDA --

ABSTRAK
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ANALISIS PENGARUH SELLING ORIENTATION, COMMUNICATION STYLE
DAN CUSTOMER ORIENTATION SERTA PRODUCT VARIETY TERHADAP
CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA
PELANGGAN MCDONALD’S DI KOTA SAMARINDA
RAFIF FIRJATULLAH
Penelitian ini bertujuan untuk menganalisa Pengaruh Selling Orientation,
Communication Style dan Customer Orientation serta Product Variety terhadap
Customer Loyalty melalui Customer Satisfaction pada pelanggan McDonald’s di
Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software SPSS Statistic 23 dan
Structural Equation Modelling (SEM) dengan software IBM AMOS 23. Sampel
yang digunakan dalam penelitian ini berjumlah 168 sampel yang diambil dari
pelanggan McDonald’s di Kota Samarinda. Dalam penelitian ini dilakukan uji
instrument yang terdiri dari uji validitas dan uji reliabilitas, uji asumsi
menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Selling Orientation,
Communication Style dan Product Variety berpengaruh signifikan terhadap
Customer Satisfaction, Customer Orientation berpengaruh tidak signifikan
terhadap Customer Satisfaction. Selling Orientation, Product Variety dan
Customer Loyalty berpengaruh signifikan terhadap Customer Loyalty.
Communication Style dan Customer Orientation berpengaruh tidak signifikan
terhadap Customer Loyalty pada pelanggan McDonald’s di Kota Samarinda.
Kata Kunci: Selling Orientation, Communication Style, Customer Orientation,
Product Variety, Customer Satisfaction dan Customer Loyalty
ABSTRACT
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ANALYSIS OF THE INFLUENCE OF SELLING ORIENTATION,
COMMUNICATION STYLE AND CUSTOMER ORIENTATION AND PRODUCT
VARIETY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION
ON MCDONALD'S CUSTOMERS IN SAMARINDA CITY
RAFIF FIRJATULLAH
This study aims to analyze the influence of Selling Orientation,
Communication Style and Customer Orientation and Product Variety on
Customer Loyalty through Customer Satisfaction on McDonald's customers in
Samarinda City. This study used a quantitative approach using path analysis
which was processed with SPSS Statistic 23 software and Structural Equation
Modeling (SEM) with IBM AMOS 23 software. The samples used in this study
were 168 samples taken from McDonald's customers in Samarinda City. In this
study, instrument tests were carried out which consisted of validity and reliability
tests, assumption tests using estimation tests and structural model fit tests.
Based on the structural model, it can be proven that Selling Orientation,
Communication Style and Product Variety have a significant effect on Customer
Satisfaction, while Customer Orientation has no significant effect on Customer
Satisfaction. Selling Orientation, Product Variety and Customer Loyalty have a
significant effect on Customer Loyalty. Communication Style and Customer
Orientation have no significant effect on Customer Loyalty for McDonald's
customers in Samarinda City.
Keywords: Selling Orientation, Communication Style, Customer Orientation,
Product Variety, Customer Satisfaction and Customer Loyalty