ANALISIS LOYALITAS KONSUMEN DITINJAU DARI SIKAP DAN KARAKTERISTIK KONSUMEN PADA KLUB KEBUGARAN "ATLAS SPORT CLUB" DI SURABAYA

• Main Author: ANOM MAHENDRA, 049514882
• Format: Theses and Dissertations NonPeerReviewed
• Language: Indonesian
• Published: 2003
• Subjects: BF1-940 Psychology
• Online Access: http://repository.unair.ac.id/49136/1/KK%20%20B%20206%2003%20Mah%20a.pdf; http://repository.unair.ac.id/49136/; http://lib.unair.ac.id
• Institution: Universitas Airlangga

Thc= successful of a company focuses not only on the customer's satisfaction but more on gelling the customer's loyalty. The customer's loyalty reflects on how far a customer might be moved to another brand. especially when that brand makes an innovation in its prices or product features (Aaker, 1991). The loyalty grows from the customer's satisfaction which involved their commitment to make a continue investment in a continue relationship with a specific brand or a certain company. Integrated with the above reasons. the writer tries to analyze the degree of the customer's loyalty. It analyzed from the customer's attitude on the service and the characteristic of the customer which applied on Atlas Sport Club Surabaya placed at Dharmahusada Indah Barat III No. 64-66 Surabaya. The zero hypotheses which is discussed by the writer is about "There arc no significant diflcrences in customer's loyalty which analyzed from the customer's characteristic, with a note that as long as the customer's attitude are always positive on the service to the customer". The writer uses sample method in collecting data and applying some analysis supplement instruments, such as" Questioner, Attitude Index Analysis, Chi Square Analysis, and Vulnerability Matrix which are those instruments helping the writer in analyzing data got from more accurate questioner, especially hypotheses proving (Ho) about the influence of the attitude and the characteristic of customer to the customer's loyalty. The analysis result is the data of the customer's attitude to the giving services is indicating to the positive way which is showed by 3,108 the solution of attitude index (Sj). Meanwhile the proving of the influence of the customer's characteristic is getting from the result of Chi Square Analysis with certain details. they are: Sex 0,1227<3,841, Age 0,0782<9,4877, Education Background 0,2988<7,8147, Occupation 2,413<9,4877. Those analysis's result shows that X hit<X table, therefore it can be concluded that Ho is accepting. means that there are no significant differences on the customer's characteristic to the customer's loyalty degree. By the way, the customer's loyalty degree to Atlas Sport Club Surabaya if analyzed from the customer's attitude and the customer's characteristics and based on Vulnerability Matrix, the writer gets data that 69% customer are loyal. This research proves that the customer's loyalty is very important to analyze more, not only from the aspects occur in this thesis on in another aspc.,~t. Therefore, the existence of economic field (product or service) which is developed from the beginning will always be protected.