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PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY
PRODUCTS AND SALES PROMOTION OF CUSTOMER SATISFACTION
KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
Abstract: The purpose of this study is to determine and analyze the effect of
service quality of customer satisfaction. To know and analyze the influence of
sales promotion to customer satisfaction. To know and analyze the influence of
service quality, product quality and sales promotion together to customer
satisfaction. The method used is descriptive method and causality. The population
taken in this research is the customer of PT KALBE for one month that buy the
product as much as 25.000 people. Then the total population (N) is 25,000
customers, with a sample of 400 customers. Based on the results of the research, it
is found that PT Kalbe should pay attention to customer satisfaction with
improvement and improvement of product given to its customers through service
quality, more attractive and competitive product sales quality and sales promotion.
From the data processing, it is concluded that there is a positive and significant
influence of Quality of Service, Product Quality and Sales Promotion together to
Customer Satisfaction, so Customer Satisfaction can be improved by improving
and improving Quality of Service, Product Quality and Sales Promotion
simultaneously. Dominant Product Quality Variables affects Customer Satisfaction,
this can be seen from the value of coefficient determinant of Product Quality
bigger than variable Quality Service and Sales Promotion.
1. Introduction
Many benefits received by the company by achieving a high level of customer
satisfaction, in addition to improving customer loyalty but also to prevent customer
turnover where customers switch to competitors, reduce customer sensitivity to
prices, reduce marketing failure costs, reduce operating costs caused by increasing
number of customers, increasing advertising effectiveness, and enhancing business
reputations (Fornell, 1992) in his book Fandy Tjiptono (2011: 433).
Customer satisfaction can only be achieved by providing quality services to its
customers. Good service is often assessed by the customer directly from the employee
as a person that serves or is also called as a service producer. So the quality of
service is an important thing that must be considered by the company in order to
improve customer satisfaction.
Quality of service provides an impetus to customers to establish strong
relationships of the company. In the long run this bond allows the company to
understand carefully the expectations of customers and their needs. Thus the
company can increase customer satisfaction and create consumer loyalty. In addition
to quality of service of course product quality and sales promotion is also very
important in improving customer satisfaction.
Keywords: Service Quality, Product Quality, Promotion, Customer Satisfaction
116 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
The quality of the product provides an impetus to the customers to establish
strong relationships of the company. In the long run this bond allows the company
to understand carefully the expectations of customers and their needs.
Product quality can be done well if company always interacts with consumer,
besides of course run other marketing tool. Quality of this product is done in the
form of quality development, design, packaging, and after sales service given to the
consumer (after sales services). This is necessary because customer loyalty to a
particular product or brand is not an easy thing. The ability of companies to
attract consumers as much as this will result in consumers increasingly dependent
on the resulting product and make repeated purchases. This of course will increase
the sales and profit of the company.Another factor that can also affect customer
satisfaction is Sales promotion. Modern marketing demands more than just
developing a good product, sett attractive prices and creating a distribution channel
that reaches its target market, but the company must also communicate with its
customers. Ads offer reasons to buy, while sales promotions offer incentives to buy.
Sales promotions include tools for consumer promotion (samples, coupons, rebates,
prizes, awards, cross promotions), trade promotions (incentive discounts for
advertising and display, and free goods), and business and sales force promotions
(trade shows and conventions , salesperson contests and special ads). Sales promotion
is a media and non-media marketing effort to stimulate trial and error from
consumers, increase demand of consumers or to improve product quality. Creating
strong and close relationships of customers is the dream of all marketers and this is
often the key to long-term marketing success. PT Kalbe is aware of this by presenting
health food products and quality services to meet the needs and needs of consumers.
Quality of service, product quality, sales promotion, customer satisfaction and
profitability of the company are five things are closely related.
2. Literature Review
2.1. Customer Satisfaction
According to Kotler (2005: 36), customer satisfaction is the feeling of pleasure or
disappointment of a person as a result of the comparison between perceived or
perceived products with the expected. Basically the definition of customer satisfaction
includes the difference between the level of interests and perceived performance.
The importance of the customer for the services or services they receive can be
shaped based on the experience and advice obtained.
On the other hand, according to Kotler (2005: 37), the factors that affect
customer satisfaction are as follows:
a. Value
Values are defined as a thorough assessment of the benefits of a product, based
on the customers perception of what he or she has received and what the product
has provided. What customers need is the service and benefits of the product.
b. Competitiveness
A product or service will have competitiveness if the uniqueness and quality of
service tailored to the benefits and services required by customers.
PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY... 117
c. Perception
Perception is defined as the process by which individuals choose, organize and
interpret the stimulus received through the sense device into a meaning. This
stimulus can be divided into two types: the physical stimuli that come from the
environment and the occasional stimuli from within the individual itself in the
form of hope, motivation and learning based on previous experience. The
combination of both produces a personal and unique picture, with the experience,
cool, needs, desires and expectations of the unit. Therefore, the perception of
each person can vary and vary from the same reality. This is due to the difference
in terms, ie:
1) Perceptual selection
It is the ability of the brain to move the five senses to select the stimuli
2) Perceptual organization
It is a persons process of organizing the stimuli he receives. Organizing is
done in the form of the relationship of figures and background, as well as
grouping and completion.
3) Perceptual interpretation
It is the process of giving meaning to sensory stimuli.
Inconsistent customer satisfaction perceptions may arise because of gaps, ie:
a) The gaps caused by managements ignorance of the service expected by
customers, include:
1. Incorrect marketing research
2. Use of unfeasible marketing research results
3. Lack of interaction between management and consumers
4. Lack of personal contact with management
5. Level between personal contact and management
b) The disparity that comes from the service provider side due to the weakness
for management commitment to the improvement in service quality.
d. Price
A low price raises the perception that the product or service is not qualified.
The price is too low to cause the customers perception will not trust the seller,
otherwise high prices cause the perception of products or services / services are
qualified.
e. Types of Services
Customer satisfaction is determined by the various types of services offered as
long as they use several stages of service. Dissatisfaction gained in the early
stages of service will be bad at the next service stage, so that consumers will
feel dissatisfied with the overall service.
f. The level of customer interest
The level of customer interest is defined as the customers belief before buying
or enjoying the product or service / service that will be the reference standard
of assessing the performance of the product or service / service.
118 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
2.2. Service Quality
Quality of service is the level of excellence expected and control over the level of
excellence to meet customer desires (Tjiptono, 2004: 59). There are two main
factors that affect the quality of service company that is customer expectations
(expectation) and perceived consumer performance (performance). The quality of
service company is considered good and satisfactory if the companys services
received beyond consumer expectations, if the companys services received lower
than expected then the quality of service companies perceived poor.
There are five dimensions of service quality according to Parasuraman in
Lupiyoadi (2006: 182), ie :
a) Tangibles, or Physical Evidence
Tangibles, or physical evidence is the companys ability to show its existence to
external parties. What is meant is that the appearance and ability of the
companys physical facilities and infrastructure and the surrounding environment
are the real evidence and services provided.
b) Reliability
Reliability is the ability of the company to provide services in accordance with
the promised accurately and reliably.
c) Responsiveness
Responsiveness is a concern and willingness to help and provide prompt and
precise service to the customer, with clear information delivery. The level of
responsiveness or concern includes :
1) Willingness to accept critiques, suggestions and comments that are both
inquiries and complaints.
2) The existence of available means of communication and facilitate the
customer to know information about services provided by the company, for
example: hot telephone booking, or internet (website / on-line service),
information boards, etc..
d) Assurance,or Warranty and Certainty
Assurance, or assurance and certainty of knowledge, courtesy, and the ability
of company employees to cultivate the trust in customers to the company. It
consists of several components including communication, credibility, security,
competence and courtesy.
e) Empathy
Empathy is to give a sincere and individualized or personal attention given to
the customers by trying to understand the desire of the customer. For example,
a company must know the customers specific needs of the physical form of the
product or service until proper distribution. The quality of services / services
has been widely used as a strategy to compete various organizations.
2.3. Product Quality
Products according to Tjiptono (2007: 95) can be goods or services produced by
humans to meet their needs and wants, the product is a subjective understanding
PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY... 119
of the producers of something offered as an effort to achieve organizational goals
through the fulfillment of the needs and desires for consumers, in accordance with
the competence and capacity organization and market purchasing power, can be
either tangible benefits or that can satisfy customers. Products may also be defined
as consumer perceptions articulated by producers through their products including
goods, packaging, brands, labels, services and warranties.
Nowadays with more and more products being shown, consumers have more
choices, this makes the bargaining power of the bigger consumers, the greater the
consumer rights, consumer right to began to gain great attention. (Tjiptono, 2007:
24) provides a statement that the key to winning the competition is to provide
value and satisfaction to customers through the delivery of quality products at
competitive prices.
The fundamental reason for a businesss goal is to create satisfied customers.
The creation of customer satisfaction is expressed by Schnaars (Tjiptono, 2007: 24)
can provide several benefits such as the relationship between the company and its
customers become harmonious, provide a good basis of repeat purchase and the
creation of customer loyalty, and form a recommendation by word of mouth profitable
for the company.
Consumer satisfaction statement by the quality of a product generally refers to
various factors or dimensions, according to Garvins evaluation (Tjiptono, 2007:
25-26) that the quality product must meet the criteria:
1. Performance, which is the principal operating characteristics of the core
product purchased.
2. Features (Additional features / features), ie secondary or complementary
characteristics.
3. Reliability (reliability), which provides consumer confidence that the product
is likely to suffer minor damages or fail to use.
4. Conformance to Specification (conformity to specification), ie the extent
to which design characteristics and meet predefined standards.
5. Durability (durability), related to how long the product can continue to be
used both technically and economically.
6. Serviceability (after sales service), including speed, competence, convenience,
easy improve, and handling complaints satisfactory, both before and after
sales.
7. Aesthetics (aesthetics), namely the appeal to the product of the five senses.
8. Perceive quality (perceived quality), ie image and product reputation and
corporate responsibility.
2.4. Promosi Penjualan
According to Kotler and Armstrong (2008: 204), sales promotion is a short-term
incentive to encourage the purchase or sale of a product or service. Basu Swastha
D. And Irawan, sales promotion is a promotional activity in addition to advertising,
personal selling and publicity.
120 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
Table 1
Sales Promotion Objectives directed at End Buyers
The purpose of Sales Promotion Alternative Program
Inquires a. Free Gift
b. Mail-in coupons for additional information
c. Offer catalog
d. Exhibition
Product trial
a. New Product a. Coupon
b. related product b. Discounts
c. Brand switchers c. The sample product is free
d. Contest
e. Premium
f. Demonstration
Repeat purchase a. On-pack coupons
b. Mail-in coupons untuk rabat
c. Continuity premiums
Traffic building a. Special sales
b. Weekly special sales
c. Entertainment program
d. Reseller coupon
e. Premium
Increased purchase volume
a. Purchase for stock a. Multipacks
b. Increased usage rate b. Special package price Information on the status
of new usage.
Source: Fandy Tjiptono (2008), p. 549
Framework
Figure 1: Framework
PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY... 121
Hipotesis
The research hypothesis is a temporary assumption of a thing that is considered
true, and still needs to be verified through a study. With regard to the framework
of thought, then in this study as for hypothesis which can be put forward as
follows:
H1: There is influence of Service Quality to PT Kalbe Customer Satisfaction
H2: There is influence of Product Quality to PT Kalbe Customer Satisfaction
H3: There is influence of Sales Promotion to PT Kalbe Customer Satisfaction
H4: There is influence of Service Quality and Product Quality and Sales
Promotion together to Customer Satisfaction PT Kalbe
3. Research Methodology
3.1. Research Design
The method of research conducted in this research is survey research method.
Surveys are a type of research approach aimed at a number of individuals or groups
to describe certain characteristics of a sample. This approach obtains information
about writing to respondents to be answered. Type of research on the problem of
this paper is a descriptive association with causal relationships, namely with regard
to the question about the existence of variables either one or more variables,
namely the relationship between two or more variables that are causal (causal).
3.2. Population, Sample, Large Sample and Sampling Technique
The population taken in this research is the customer of PT KALBE for one month
that buy the product as much as 25.000 people. Then the number of population
(N) is 25,000 customers.
This study was conducted on the number of samples of PT KALBEs customer
population as a sample of the study so that every member of the population had
equal opportunity to be elected.
In this study in determining the number of samples used level of trust or =
10% so that the population of 25,000 people theaprecision level numbers of samples
to be taken as follows:
25.000
n� � 99,60 � 100
1 � ( 25.000)(0,1) 2
For convenience, then set n = 100. Then the number of samples (n) is 100
customers..
The sampling technique used in this study is Simple random sampling is the way
of sampling from the population of such a way that each sampling unit in the population
have the same opportunity to be selected (Rahmat Kriyantono, 2007: 150).
3.3. Data analysis technique
According to Santosa and Ashari (2005: 40), Good data processing is using a
computer that is with SPSS Ver 17.00, in the hope that there is no large error
122 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
rate. The processed results are presented in tabular form, so that the presentation
can be reading easily and easily understood.
According to Sekaran (200: 56) The instrument adopted in this study aim to
obtain the activities of respondents in the internal control system, this is done with
the help of 5 point Likert scales. The use of this scale can be maintained in the
form of validity and reliability with Cronbach Alpha scores exceeding 0.60 indicating
acceptability of the level of reliability.
3.4. Test Validity
The author uses SPSS 17 program in validity tests, the testing technique used for
validity tests is using bivariate pearson correlation (pearson moment product).
Formula
n�� XY � � �� X )(� Y �
r�
�n(� X 2 ) � �� X �2 � �n(� Y 2 ) � �� Y �2 �
� �� �
Where :
r : the coefficient of item-total correlation (bivariate pearson)
X : item score
Y : total score
n : number of respondents
3.5. Multiple Regression Test and Coefficient of Determination (KD)
Multiple regression analysis is used, with the intention of predicting how the situation
(up and down) of independent variables, and multiple regression analysis will be
done if the number of independent variables is at least two. The result of regression
analysis is a coefficient obtained by predicting the value of the dependent variable
with the equation. The form of multiple regression equations with 2 independent
variables (Riduwan, 2005: 145) is as follows:
Y = � + b1X1 + b2X2 +b3X3+
Keterangan:
Y : Customer Satisfaction
X1 : Service Quality
X2 : Product Quality
X3 : Sales Promotion
b (1,2,3) : The regression coefficients of each x
� : Constants
: Stochastic eror term
Correlation coefficient sought by Product Moment Pearson with the following
formula (Sugiyono, 2009: 276):
PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY... 123
Information:
rXY : Correlation coefficient of variable X and Y
�X : Number of questions scores
�Y : Number of factor scores (variables)
�XY : The total value of Xi 1 And Y
n : Number of samples
The coefficient of determination is formulated:
KD = R2 x 100%, where R is the double correlation between X1 and X2 with Y:
KP = rXY2 x 100%
Information:
KP : Coefficient Determinants
rXY : Pearson Product Moment Correlation Coefficient
4. Result and Discussion
4.1. Service Quality (X1)
Based on the responses to respondents on the Quality of Service performed by PT
KALBE obtained an average score of 3.76 (table 4.65) in accordance with the
criteria of interpretation (table 4.69) Sugiyono (2004: 66) is between 3.4 - 4, 1 then
the picture of the Quality of Service done by PT Kalbe is quite good category.
This means that the Quality of Service performed by PT Kalbe is displayed
well and understanding the quality of service and its role to customer satisfaction
In accordance with the definition of service quality Quality of service is the expected
level of excellence and control over the level of excellence to meet customer desires
(Tjiptono, 2004: 59). There are two main factors that affect the quality of the
companys service is customer expectations (expectation) and perceived company
performance (performance). The quality of the companys service is considered
good and satisfactory if the companys service received exceeds the consumers
expectation, if the companys service received is lower than expected then the
service quality of the company is perceived poorly.
When viewed from the average score of respondents answers to the quality of
service provided with customers that use PT Kalbe products, it can be concluded
that the quality of service that has been done so far is quite good..
4.2. Product Quality (X2)
Based on responses from respondents about product quality, obtained an average
score of 4.03 (table 4.70) in accordance with the criteria of interpretation (table
4.69) proposed Sugiyono (2004: 66) is between the relationship 4.2 to 5.0 then the
quality of PT products Kalbe good.
124 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
This means that the quality of the products produced by PT Kalbe has satisfied
the consumers. This means that the Quality of Products produced by PT Kalbe
has satisfied consumers and understanding the quality of the product and its role
in customer satisfaction. Products according to Tjiptono (2007: 95) can be goods
or services produced by humans to meet their needs and wants, the product is a
subjective understanding of the producers of something offered as an effort to
achieve organizational goals through the fulfillment of the needs and desires for
consumers, in accordance with the competence and capacity organization and market
purchasing power, can be either tangible benefits or that can satisfy customers.
Products may also be defined as consumer perceptions articulated by producers
through their products including goods, packaging, brands, labels, services and
warranties.
When viewed from the average score of respondents answers to the quality of
products produced PT Kalbe, it can be concluded that the quality of products that
have been done so far..
4.3. Sales Promotion (X3)
Based on responses from respondents about sales promotion that has been done so
far to the community, obtained an average score of 3.89 (table 4.70) in accordance
with the criteria of interpretation (table 4.69) put forward Sugiyono (2004: 66) is
between 3.4 - 4.1 then the sales promotion has been done by PT Kalbe quite well.
This means. PT Kalbe in introducing its products of the public already satisfies
consumers. According to Basu Swastha D. and Irawan (2001, 353-355), the main
purpose of promotion is the modification of consumer behavior, informing,
influencing, and persuading and reminding target consumers about the company
and products for the services it sells.
When viewed from the average score of respondents answers to sales promotions
that have been done so far by PT Kalbe, it can be concluded that sales promotion
that have been done so far has been able to modify the behavior of consumers,
inform, influence, and persuade and remind consumers targets about the good
product of PT Kalbe.
4.4. Customer Satisfaction (Y)
Based on responses from respondents about customer satisfaction with PT Kalbe
product, the average score of 4,62 (table 4.70) according to the criteria of
interpretation (table 4.69) presented Sugiyono (2004: 66) are between the relationship,
24 - 5.0 customer satisfaction t made to PT Kalbe product very satisfied.
This means that PT Kalbes products are well received by the community. M
According to Kotler (2005: 36), customer satisfaction is the feeling of pleasure or
disappointment of a person as a result of the comparison between perceived
achievement or the product with which he expected. Basically understanding
customer satisfaction includes the difference between the level of importance and
perceived performance. The importance of the customer for the services or services
they receive can be shaped based on the experience and advice obtained.
PATH ANALYSIS : EFFECT OF QUALITY OF SERVICE, QUALITY... 125
When viewed from the average score of respondents answers to the satisfaction
obtained during this Kalbe product result, it can be concluded that the customer
satisfaction they have received during the very satisfactory.
4.5. Relationship and Influence of Service Quality to Customer Satisfaction
According to the result of research and data processing done, the correlation between
service quality of customer satisfaction is r = 0,783 or 61,3% meaning positive
strength, while the influence of service quality of customer satisfaction is very
significant, this is proved by hypothesis test (sig = 0 , 00 < = 0.005).a This shows
the quality of service have affect on customer satisfaction.
4.6. Relationship and Influence of Product Quality to Customer Satisfaction
According to the result of research and data processing done, the amount of relation
of product quality of customer satisfaction equals to r = 0,872 or 76% means very
strong positive, while the influence of product quality of customer satisfaction is
very significant, this is proved by hypothesis test (sig = 0, 00 < = 0.005).a This
shows the quality of the product affects customer satisfaction.
4.7. Relationship and Influence of Sales Promotion to Customer Satisfaction
In accordance with the results of research and data processing conducted, obtained
the relationship of sales promotion to customer satisfaction with r = 0.800 or 64%
means very strong positive, while the influence of sales promotion to customer
satisfaction is very significant, this is proven by hypothesis testing (sig = 0, 00 < =
0.005).a This shows the quality of the product affects customer satisfaction.
5. Conclusion
In accordance with the research that has been done and the discussion about the
quality of waiters and product quality and sales promotion of customer satisfaction
PT Kalbe, the authors obtained the following conclusion :
1. There is a positive influence and significant Quality of Service to Customer
Satisfaction, so Customer Satisfaction can be improved by improving Service
Quality.
2. There is a positive and significant impact on Product Quality to Customer
Satisfaction, so Customer Satisfaction can be improved by improving and
improving Product Quality.
3. There is a positive and significant influence on Sales Promotion on Customer
Satisfaction, so Customer Satisfaction can be improved by providing
attractive and competitive Sales Promotion to customers.
4. There is a positive and significant influence of Quality of Service, Product
Quality and Sales Promotion simultaneously to Customer Satisfaction, so
Customer Satisfaction can be improved by improving and improving Quality
of Service, Product Quality and Sales Promotion together.
5. From the results of data processing, it was concluded that the dominant
product quality variable affects customer satisfaction, this can be seen
126 KASMAD, UDIN AHIDIN, DADANG KURNIA, JUHAERI, FERI LASMAN
from the value of coefficient determinant of product quality greater than
variable of service quality and sales promotion.
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