Marketing Service on Customer Satisfaction of Yamaha Motorcycles at PT Ramarayo Perdana Karawang

Abstract

The rise of trade in this era makes the market tougher competition to make companies have to take appropriate steps and strategies in order to win competition with competitors in the market. This was also experienced by motorcycles, one of which was a Yamaha motorcycle which experienced a decline in sales in 2019 from month to month. Many factors affect it. In this study the variables used are product quality, after sales service, and customer satisfaction. This research uses a descriptive approach, and verification. Samples obtained were 383 respondents who were consumers of PT Ramarayo Perdana Karawang by using purposive sampling technique, data analysis used in this study was the validity test, reliability test, classic assumption test, and path analysis. The results of this study indicate the quality of products and after-sales services have a strong enough relationship, which is equal to 50.3%. then partially product quality has an effect of 39.3 then partially after sales service has an effect of 15.3% on customer satisfaction. Together the quality of products and after sales service has an effect of 50.3% which is the contribution of other variables not examined. Then it can be seen that product quality is more dominant in influencing customer satisfaction. PT Ramarayo Perdana Karawang is advised to pay more attention to Product Quality and After Sales Service for customer satisfaction.