TELAAH PRODUCT QUALITY, BRAND IMAGE, DAN BRAND TRUST DALAM MEMBENTUK CUSTOMER SATISFACTION DAN BRAND SWITCHING KONSUMEN BBM NON-SUBSIDI DARI PERTAMINA KE SPBU SWASTA DI DKI JAKARTA

DZAID HARRIS PUTRA FAHYAT, . (2026) TELAAH PRODUCT QUALITY, BRAND IMAGE, DAN BRAND TRUST DALAM MEMBENTUK CUSTOMER SATISFACTION DAN BRAND SWITCHING KONSUMEN BBM NON-SUBSIDI DARI PERTAMINA KE SPBU SWASTA DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh product quality, brand image, dan brand trust terhadap customer satisfaction dan brand switching konsumen BBM non-subsidi dari Pertamina ke SPBU swasta di DKI Jakarta. Penelitian ini menggunakan desain kuantitatif asosiatif-kausal dengan horizon waktu cross-sectional. Data dikumpulkan melalui kuesioner terhadap 210 responden yang dipilih dengan teknik purposive sampling, yaitu konsumen berdomisili di DKI Jakarta, berusia minimal 17 tahun, memiliki kendaraan bermotor pribadi, serta pernah menggunakan BBM non-subsidi Pertamina maupun SPBU swasta. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis kovarian melalui perangkat lunak AMOS, didahului dengan uji validitas dan reliabilitas menggunakan SPSS. Hasil penelitian menunjukkan bahwa product quality, brand image, dan brand trust tidak berpengaruh signifikan terhadap brand switching secara langsung. Product quality dan brand image juga tidak berpengaruh signifikan terhadap customer satisfaction. Namun, brand trust terbukti berpengaruh positif dan signifikan terhadap customer satisfaction, dan customer satisfaction berpengaruh positif dan signifikan terhadap brand switching. Temuan ini mengindikasikan bahwa kepuasan konsumen berperan sebagai faktor penghubung utama dalam rangkaian pengaruh dari kepercayaan merek terhadap keputusan perpindahan merek, mengingat pengaruh langsung ketiga variabel independen terhadap perpindahan merek tidak signifikan, sementara jalur melalui kepuasan konsumen menunjukkan hasil yang signifikan Penelitian ini diharapkan dapat memberikan kontribusi teoritis bagi pengembangan kajian perilaku konsumen di sektor energi, serta kontribusi praktis bagi PT Pertamina, pengelola SPBU swasta, dan pemerintah dalam merumuskan strategi peningkatan kepuasan dan loyalitas konsumen BBM non-subsidi. **** This study aims to analyze the influence of product quality, brand image, and brand trust on customer satisfaction and brand switching among non-subsidized fuel consumers switching from Pertamina to private gas stations in DKI Jakarta. This research employs a quantitative associative-causal design with a cross-sectional time horizon. Data were collected through questionnaires distributed to 210 respondents selected using purposive sampling, consisting of consumers residing in DKI Jakarta, aged at least 17 years, owning a private motor vehicle, and having used non-subsidized fuel from both Pertamina and private gas stations. Data were analyzed using covariance-based Structural Equation Modeling (SEM) through AMOS software, preceded by validity and reliability tests using SPSS. The results indicate that product quality, brand image, and brand trust have no significant direct effect on brand switching. Product quality and brand image also have no significant effect on customer satisfaction. However, brand trust is found to have a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on brand switching. These findings suggest that customer satisfaction serves as the key linking factor in the pathway from brand trust to brand switching, given that the direct effects of the three independent variables on brand switching were not significant, whereas the path through customer satisfaction showed significant results. This study is expected to contribute theoretically to the development of consumer behavior studies in the energy sector, as well as practically to PT Pertamina, private gas station operators, and the government in formulating strategies to improve satisfaction and loyalty among non-subsidized fuel consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, Ph.D.; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Dzaid Harris Putra Fahyat .
Date Deposited:	12 Aug 2026 01:39
Last Modified:	12 Aug 2026 01:39
URI:	http://repository.unj.ac.id/id/eprint/70162

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