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ABSTRAK


Panggabean, Helena Louise, Universitas Trisakti, Maret 2017 Pengaruh Konsistensi, Kompetensi, Manfaat Keyakinan, Reputasi Merek Perusahaan terhadap Attitudinal Loyalty melalui Kepercayaan di Rumah Sakit Cipto Mangunkusumo Jakarta


Pembimbing Utama : Dr. Choiril Maksum


Penelitian ini bertujuan untuk menganalisis (1) kontribusi atau pengaruh konsistensi terhadap kepercayaan; (2) kontribusi kompetensi terhadap kepercayaan; (3) kontribusi manfaat kepercayaan terhadap kepercayaan; (4) kontribusi reputasi merek perusahaan terhadap kepercayaan; (5) kontribusi kepercayaan terhadap loyalitas sikap.
Metodologi penelitian ini terdiri dari tiga macam variabel yaitu variabel bebas, variabel perantara, dan variabel terikat. Variabel independen terdiri dari konsistensi, kompetensi, manfaat kepercayaan, dan reputasi merek perusahaan. Mediasi variabael adalah kepercayaan. Dan variabel terikatnya adalah loyalitas sikap. Populasi penelitian ini adalah seluruh pengguna (pasien) RSCM, sedangkan sampelnya adalah 202 pasien dengan menggunakan Formula Rambut. Penelitian ini menggunakan data primer dan kuesioner dalam skala likert sebagai teknik pengumpulan data. Selain data primer penelitian ini juga menggunakan data sekunder dan dokumentasi sebagai teknik pengumpulan data. Penelitian ini juga menggunakan uji validitas dan reliabilitas. Dan menggunakan SEM (Structural Equation Modeling) untuk menganalisis data.
Berdasarkan data yang dianalisis dalam penelitian ini, terungkap temuan dan kontribusi sebagai berikut: Kontribusi atau pengaruh Corporate Brand Reputation terhadap kepercayaan adalah positif dan signifikan dan kontribusi kepercayaan terhadap attitudinal loyalty juga positif dan signifikan. Kontribusi trust terhadap attitudinal loyalty lebih tinggi daripada kontribusi corporate brand reputasi terhadap attitudinal loyalty. RSCM memiliki reputasi yang baik. Reputasi RSCM dibangun atas integritas dan kejujuran sumber daya manusia medisnya. Kepercayaan membuat pasien sangat bergantung pada RSCM. Hal itu membuat RSCM mengembangkan eksistensinya secara berkelanjutan.
Keterbatasan/implikasi penelitian adalah bahwa temuan di atas hanya diterapkan pada pasien RSCM dan tidak dapat digeneralisasikan. Implikasinya adalah RSCM harus meningkatkan reputasi merek dan kepercayaan untuk menciptakan loyalitas sikap pasien. Begitulah cara RSCM mengembangkan keberadaannya secara berkelanjutan.


Kata kunci: Konsistensi, Kompetensi, Confidence Benefit, Corporate Brand Reputation, Trust dan Attitudinal Loyalty.

ABSTRACT

Panggabean, Helena Louise, Trisakti University, March 2017 The Influence 0f Consistency, Competence, Confidence Benefits, Corporate Brand Reputation toward Attitudinal Loyalty through Trust in Rumah Sakit Cipto Mangunkusumo Jakarta

Major Advisor: Dr. Choiril Maksum

The objectives of this research were to analize (1) the contribution or influence of consistency to the trust; (2) the contribution of competency to the trust; (3) the contribution of confidence benefits to the trust; (4) the contribution of corporate brand reputation to the trust; (5) the contribution of trust to the attitudinal loyalty.
The methodology of this research was consisted of three kind of variables independent variable, mediating variable, and dependent variable. Independent variable consists of consistency, competence, confidence benefits, and corporate brand reputation. Mediating variabael was trust. And the dependent variable was attitudinal loyalty. The population of this research was all the users (patients) of RSCM, while the sample was 202 patients by using the Hair Formula. This research using primary data and questionnaire in Likert scale as collection data technique. Beside primary data this research was also using secondary data and documentation as data collection technique. This research was also using validity and reliability test. And using SEM (Structural Equation Modeling) to analyse data.
Based on the data analyzed in this research, the following findings and contributions were revealed: The contribution or influence of corporate brand reputation toward trust was positive and significant and the contribution of trust toward attitudinal loyalty was also positive and significant. The contribution of trust toward attitudinal loyalty was higher than the contribution of corporate brand reputation toward attitudinal loyalty. RSCM has a good reputation. RSCM reputation was built up on the integrity and honesty of its medical human resources. Trust had made the patiens dependent on RSCM very much. It made RSCM develop its existence sustainably.
Research limitation/implication was that the above findings were only applied to the patients of RSCM and it couldnt be generalized. The implication is that RSCM has to improve its brand reputationand trust in order to create the patients attitudinal loyalty. Thats the way RSCM develop it existence sustainably.

Keyword: Consistency, Competence, Confidence Benefits, Corporate Brand Reputation, Trust and Attitudinal Loyalty.