Pengaruh Pengetahuan Konsumen, Kualitas Produk dan Kepercayaan Konsumen terhadap Loyalitas Pelanggan Pada Pengisian Angin Merek Green Nitrogen

Abstract

Along with the increasing number of motorized vehicles in Indonesia, both motorcycles and cars have also increased awareness of vehicle maintenance including tire maintenance. Tire maintenance is very important because it involves driver safety, driving comfort, fuel efficiency and vehicle engine health. Tire maintenance is done by filling nitrogen instead of air, because nitrogen has a lighter nature, less water content, has a more stable grip. Information about excess nitrogen is obtained from car racing events where car tires are always filled with nitrogen. Consumers get the experience of filling tires with nitrogen when buying tires at large tire stores or when making repairs in large workshops. Tire shops and workshops provide bonuses or additional services in the form of nitrogen filling to consumers. Seeing this need, many entrepreneurs open nitrogen filling outlets at gas stations SPBU Pertamina, which are the most frequent places for motorized and motorized drivers to drive Green Nitrogen is one of the nitrogen service brands in Indonesia which has available at gas stations SPBU Pertamina. The incremental of competitor, Green Nitrogen need to create products with good quality and excellent service can be received by consumers and creat customer loyalty. The purposes of this research is to find out influence of consumers knowledge, product quality, and consumer trust on customer loyalty and to determine various strategies to increase customer loyalty. This study used analysis tools Structural Equation Modelling (SEM). The result indicated the factors influenced Green Nitrogen customer loyalty sequentially from the R-Square value which has the most influence was customer trust with a weight of 0.371, product quality with a weight of 0.136 and consumer knowledge with a weight of 0.093. The results of the values of consumer knowledge and product quality have no significant effect on customer loyalty. The customer loyalty process was a lot by big people who have big and higher responsibilities. Green Nitrogen needs to build a communication about the reputation, giving guarantees, adding types of products or services to increase loyalty. Green Nitrogen must pay attention to consumer characteristics and explore the needs of consumers so that they can provide products and services that suit consumers' needs.