PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN APARTEMEN DI KOTA SURABAYA

Jeanne Ananti Sutanto

Abstract


Apartments  have  become  an  alternative  place  to  live  in  Surabaya  that  is  quite
strategic  for  the business  community,  especially for expatriates who  live  here as
well as our native business people. Apartment buildings have also grown in number
although the  rate of accupancy itself  has  yet  to  reach  100  %.  The requirements
needed  for  apartment  to  be  a  place  to live  are  more  or  less  the  same as  those
needed  for  housing  complex  in  general.  Nevertheless,  the main  difference  is  the
facilities  readily  available  in  apartement  building,  such  as  a  spacious  parking
area, a fully equipped gymnasium, a swimming pool, and also other sports facilities.
Moreover, what we do not normally find in a housing complex is the availability of
security  and sanitary  services for  every  room there.
This  research  is  aimed  at  examining  the  infuence  of  service  quality  as  well  as
perceived value of consumers, or in this case the occupants of the apartment, over
their satisfaction  and loyalty. The  respondents being  analyzed  are the occupants
of nine apartments located in Surabaya. The tool used for analyzing is the Structure
Equation Modeling  (SEM)  obtained through the software AMOS 3.6.  To sum up,
the result of the hypothetical  analyzes shows  that: (1) service quality  as  well as
perceived  value  have  an  influence  over  the  satisfaction  felt  by  occupants  of
apartments  in  the  Surabaya  area;  (2)  service  quality  has  influence  over  the
perceived value;  (3)  satisfaction  has  no influence over loyalty felt  by occupants;
(4) service quality as  well  as perceived value have  no  influence  over loyalty felt
by occupants, both direct and indirect as seen through satisfaction as the intervening
variable.
The  lack  of  influence  that  satisfaction  has  over  loyalty  can  be  explained  as  a
growing  phenomenon.  This  phenomenon  sees  the  tendency  for  both  purchaser
and  occupants  of  apartment to  choose  apartement  as  their  place  of  living  (and
not as an investment), and also  the availability of  guarantee  for their privacy.
Key  Words: service quality, perceived value,  satisfaction, loyalty,  and  apartment.

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