LITERATUS

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e-ISSN:
2686-5009
The Influence of After Sales Service on Customer Satisfaction and
Customer Loyalty

Aris Kurniawan
Universitas Bina Sarana Informatika, Jakarta
aris.aku@bsi.ac.id

Abstract
The development and advancement of technology that is increasingly globalized has an impact on
the business world, and the business world is required to always be able to compete in terms of
improving the quality of goods and services. Competition in automotive sales is increasingly
rampant, encouraging sellers to create or provide diverse and innovative products so that they can
meet the needs and desires of consumers. This study aims to analyze the effect of after sales service
on customer satisfaction and its impact on customer loyalty on Honda motorcycles. Data as many
as 100 people came from Honda motorcycle owners in Jakarta. The collected data is processed by
path analysis with the help of SPSS software. The results showed that after sales service has an
influence on customer satisfaction. After sales service variable has an influence on loyalty,
customer satisfaction variable has an influence on customer loyalty variable and after sales service
variable has an influence on loyalty through customer satisfaction.
Keywords: after sales service, customer satisfaction, customer loyalty.

INTRODUCTION

In the era of globalization, modern standards of living are increasing, including in

choosing vehicles. Modern humans who have a high lifestyle tend to choose vehicles with
well-known brands (Patricia & Handayani, 2014; Setiadi & SE, 2019). However, vehicle
manufacturers, more and more day by day, with the offer of facilities and advantages of
each. Efforts to expand market share by manufacturers continue to be carried out by making
various efforts, for example by improving product quality, but also by improving after-sales
service (Atmadjati, 2018).
The concept of marketing oriented towards customer satisfaction is realized by the
company's efforts to provide high-quality services (Adi & Yoestini, 2012). By improving
service, customers will feel satisfied because satisfied customers tend to be loyal, and loyal
customers guarantee sustainable long-term profits (Nugroho, 2015; Setiawan, 2011; Yudiana
& Setyono, 2016), customers who are satisfied with the performance of the product will make
a repurchase and will even recommend it to others (Alamsyah, 2016; Alfin & Nurdin,
2017). Satisfaction is a person's feeling of pleasure or disappointment that arises after
comparing between the expected performance (or results) (Kotler, 2016), while
dissatisfaction arises if the results obtained do not meet customer expectations (Sofyan et al.,
2013).
Satisfied customers tend to be more loyal and will provide greater benefits to the
company and its business and the growth of satisfaction levels can eventually have an impact
on the level of customer loyalty (Tahuman, 2016). Therefore, in principle, the customer
satisfaction strategy will cause competitors to work hard and require high costs in their efforts
to seize customers and make them loyal to a company (Saleh & Miah Said, 2019).
Tjiptono (2019) there are several strategies that can be combined to achieve and
increase customer satisfaction, one of which is the Unconditional guarantees / extraordinary
guarantees strategy where companies can design certain guarantees or by providing
good after sales service and must provide efficient and effective media to handle
complaints. Service quality and customer satisfaction are vital aspects in order to survive in
business and win the competition. Yulianti (2018) stated that in the competition in the
business world, product quality and after sales service have an important role, where product
quality and after sales service produce increasing consumer satisfaction because they believe
in product quality. The relationship between the company's strategy and business activities
is closely related to product quality and after sales service in the company, where every
strategy achieved must be supported by product quality and after sales service (Yulianti,
2018). After-sales service is an inseparable series in marketing a product, carried out by
providing additional services to customers or consumers that aim to increase consumer LITERATUS is a
satisfaction with the products they buy (Wibisono, 2020). journal published
by Neolectura,
PT Astra Honda Motor always tries to serve 3S, namely Sales, Service, and Spare issued two times
Parts (provision of spare parts) and becomes the two main parts, namely sales and after- in one year.
sales. Service activities and procurement of spare parts become the company's after Literatus is a
sales service. The existence of after sales service has a very big influence on the sales of scientific
new units. After sales service for vehicles at Astra Honda must have a warranty, namely a publication
media in the
guarantee for the product from possible damage from production materials or errors during form of
production work. conceptual paper
Honda provides an engine warranty for three years or 100,000 km whichever is and field research
achieved first. For spare parts and repairs since the vehicle was handed over, while for related to social
impact and
other components it is regulated in the warranty book, as long as it is within this warranty cultural studies.
period, time for PT. Astra Honda Motor proves to consumers about its commitment to It is hoped that
satisfying customers after the sales process, while the services provided by Astra Honda LITERATUS can
for vehicle owners are by performing service reminders, responsive and fast vehicle become a media
consultation services, showrooms and waiting rooms that are clean, fragrant and for academics
and researchers
comfortable so that customers do not get bored waiting for these vehicles in service. to publish their
The frame of thought in this study is as follows: scientific work
and become a
reference source
for the
development of
science and
knowledge.

Figure 1. Frame of Mind Our focus:

Social and
Culture
The hypotheses in this study are:
H1 : After Sales Services affect Customer Satisfaction
H2 : After Sales Services affect Customer Loyalty
H3 : Customer Satisfaction affects Customer Loyalty Our Scope:
H4 : After Sales Services are suspected to have a significant effect on Loyalty Humanities,
Education,
Customer through Customer Satisfaction Management,
History,
Economics,
METHOD Linguistics,
Literature,
Religion,
The study was conducted from February 2022 to April 2022 by distributing Politics,
questionnaires and interviews to Honda motorcycle owners in Jakarta. The questionnaire Sociology,
was compiled using a likert scale. The sample was selected using purposive sampling, Anthropology,
with the criteria of respondents who own Honda motorcycles and are willing to fill out and others.
the questionnaire given. The collected data was processed using the path analysis
method with the help of SPSS software, because the objects in the population were too
wide, the researcher used an unknown population formula (Riduwan & Achmad, 2007).

Information:

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 https://doi.org/10.37010/lit.v4i1.782

n = Number of samples
Zα/2 = Kuran confidence level a = 0.05 (95% confidence level means Z0.05 =
Vol. 4, No. 1, 1,96
April 2022, E = The degree of determination used by declaring the maximum error
pp. 301-310 20% or 0.20 (estimation error)

e-ISSN:
2686-5009 Based on sample calculations, researchers believe with a 95% confidence level
that the minimum random sample size is 96.04, but in order to provide better test results,
the number of samples in the study was rounded to 100 respondents.

RESULTS AND DISCUSSION

Result
The Influence of
After Sales Respondent Description
Service on
Customer Table 1. Gender of Respondents
Satisfaction and Gender Sum Percentage (%)
Customer Loyalty Man 77 77%
Woman 23 23%
Sum 100 100%
Source : Data processed (2022)

The highest number of samples in this study were 77 men.

Table 2. Respondent Education

Aris Kurniawan

Source : Data processed (2022)

The highest number of samples in the study was 55 people with high school
education/ equivalent.

Validity and Reliability Test

Validity test with 30 respondents, where the degree of freedom n-k = 30 - 2 = 28

and the confidence interval of 0.05 resulted in a rtabel of 0.3061. As for the reliability test,
it uses a standard cronbach alpha value of 0.60. Here are the validity test results.

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 Table 3. After Sales Service Variable Validity Test

LITERATUS is a
journal published
by Neolectura,
issued two times
in one year.
Literatus is a
scientific
publication
media in the
form of
conceptual paper
and field research
related to social
Source : Spss processed data (2022) impact and
cultural studies.
In table 3, it can be seen that the rhitung value is above 0.3061, so all questions It is hoped that
in the after sales service variable are valid. LITERATUS can
become a media
for academics
Table 4. Customer Satisfaction Variable Validity Test and researchers
to publish their
scientific work
and become a
reference source
for the
development of
science and
knowledge.

In table 4 visible,the calculated r value is above 0.3061, so all the questions on the
variable of satisfaction are valid. Our focus:
Social and
Table 5. Customer Loyalty Variable Validity Test Culture

Our Scope:
Humanities,
Education,
Management,
History,
Economics,
Linguistics,
In table 5, it can be seen thatthe calculated r value is above 0.3061, so all questions on Literature,
the customer loyalty variable are valid Religion,
Politics,
Sociology,
Anthropology,
and others.

In table 7, it can be seen that the values of Cronbach's Alpha of all variables are
greater than 0.6 (> 0.60) so it can be concluded that all variables in this study are reliable.

Descriptive Statistics

The results of data processing using descriptive statistics are as follows:

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 https://doi.org/10.37010/lit.v4i1.782

Vol. 4, No. 1,
April 2022,
pp. 301-310

e-ISSN:
2686-5009 Based on the results of processing descriptive statistical data, the after sales service
variable has an average of 35.88, the Customer Satisfaction variable has an average of
12.92, the Customer Loyalty variable has an average of 16.33.

Test of Classical Assumptions

a. Normality Test

The Influence of
After Sales
Service on
Customer
Satisfaction and
Customer Loyalty

Aris Kurniawan

Based on the results of the normality test, the data has been spread normally
because of the Asymp value. Sig. (2-tailed) has a value of 0.060, already greater than 0.05.

b. Multicollinearity Test

From the test results, the tolerance value on each independent variable is 0.593 >
0.10 and the Variance Inflation Factor (VIF) value on the two independent variables,
namely 1.686 < 10 so it can be concluded that there is no multicollinearity between
independent variables.

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c. Heterochemedasticity Test

LITERATUS is a
journal published
by Neolectura,
issued two times
in one year.
Literatus is a
scientific
publication
media in the
form of
Figure 2. Heterochemedasticity Test conceptual paper
The results of heterocheasticity testing, the dots spread above and below the and field research
related to social
number 0 on the Y axis without forming a certain pattern then heteroskedasticity does not impact and
occur. cultural studies.
It is hoped that
Path Analysis LITERATUS can
become a media
for academics
a. Sub Structure Path Analysis Model 1 and researchers
to publish their
scientific work
and become a
reference source
for the
development of
science and
knowledge.

Our focus:
The regression line equation that represents the influence of variable X on Social and
variable Y, namely: Culture

Y =0.279 X + e
Our Scope:
Humanities,
Education,
Management,
History,
Figure 3. SubStructure Path Analysis 1 Economics,
Linguistics,
The Regression Coefficient X of 0.279 states that every increase in After Sales Literature,
Religion,
Service by one unit will increase Customer Satisfaction by 0.279 units. In table 10 the Politics,
value of tcounts= 8.199, while the value of tof the table= 1.98, so it can be concluded that if Sociology,
tcounts > tthe table (8.199 > 1.98). Likewise, the sig value of 0.000, is smaller than the real level Anthropology,
of 0.05, because thecalculated t value > ttable and the Sig value < 0.05, it can be concluded that and others.
there is a significant effect of free after sales service on customer satisfaction.

b. Sub Structure Path Analysis Model 2

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 https://doi.org/10.37010/lit.v4i1.782

Vol. 4, No. 1,
April 2022,
pp. 301-310

e-ISSN:
2686-5009
The regression line equation that represents the influence of variables X and Y on
variable Z, namely:

Z =0.112 X + 0.971 Y + e

The Influence of
After Sales
Service on
Customer
Satisfaction and
Customer Loyalty

The Regression Coefficient X of 0.112 states that each increase in After Sales
Service by one unit will increase Customer Loyalty by 0.112 units. In table 11 the value of
tcounts= 2.558, while the value of tof the table= 1.98, so it can be concluded that if tcounts > tof the
table (2.558 > 1.98). Likewise, the sig value is 0.023, smaller than the real level of 0.05,
because thecalculated t value > tof the table and the Sig value of the < 0.05, it can be concluded
that there is an influence of the free variable After Sales Service on Customer Loyalty.
The Regression Coefficient Y of 0.971 states that each increase in Customer
Satisfaction by one unit will increase Customer Loyalty by 0.971 units. In table 11 the
value of tcounts= 5.928, while the value of tof the table= 1.98, so it can be concluded that if
tcounts > tof the table (5.928 > 1.98). Likewise, the sig value of 0.000, smaller than the real level
Aris Kurniawan of 0.05, because thecalculated t value > ttable and the Sig value < 0.05, it can be concluded that
there is a significant influence of the customer satisfaction-free variable on Customer
Loyalty.

c. Final Model on Path Analysis

Figure 5. Final Model

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 To describe more clearly the final model image in the analysis of this research
path, it can be seen in the following table:

LITERATUS is a
journal published
by Neolectura,
issued two times
in one year.
Literatus is a
scientific
publication
Based on the table above, it can be explained that the influence of the After Sales media in the
form of
Service variable on customer loyalty through customer satisfaction is 0.270 units. This
conceptual paper
means that an increase in the After Sales Service variable through the customer satisfaction and field research
variable of 1 unit will increase Customer Loyalty by 0.270 units. related to social
impact and
cultural studies.
It is hoped that
Discussion LITERATUS can
become a media
After-sales service is a service provided by the company to a consumer after the for academics
occurrence of the sales transaction process, Good after-sales service is expected to make and researchers
customer satisfaction increase, the results of this study show results that are in accordance to publish their
scientific work
with the theory, that after-sales service has a significant impact on customer satisfaction, and become a
after-sales service of Honda motorcycles is considered to be good, the willingness of reference source
workshops and spare parts that make many Honda motorcycle owners Satisfied. for the
Furthermore, after-sales service is expected to increase customer loyalty, the development of
science and
results of the study show that after-sales service has a significant impact on increasing knowledge.
customer loyalty of Honda motorcycles, customers buy Honda products repeatedly and
recommend it because they feel that the after sales service provided by Honda Motorcycle
manufacturers and distributors is very good.
The results showed that customer satisfaction has a significant effect on customer
loyalty, satisfied customers will recommend the brand they buy to their colleagues, this is Our focus:
Social and
in accordance with the opinion of Tjiptono & Chandra (2016) which states that the creation
Culture
of satisfaction can provide several benefits, including the relationship between the
company and its customers to be harmonious so as to provide a good basis for repurchases
and creating loyalty to the brand and making a word of mouth recommendation that is
profitable for the company. Our Scope:
The results showed that customer satisfaction was able to mediate after-sales Humanities,
Education,
service to customer loyalty. Customer loyalty is a customer's psychological commitment Management,
to a brand based on a very positive nature in long-term purchases (Tjiptono, 2015), After History,
Sales Service is currently very important, because in the midst of automotive sales Economics,
competition, all aspects need to be improved so that the market share continues to grow Linguistics,
Literature,
and is not inferior to other brands that continue to innovate. Religion,
Politics,
Sociology,
CONCLUSION Anthropology,
and others.
The conclusions of this study are:
1. After-sales service has a significant impact on customer satisfaction, the
after-sales service of Honda motorcycles is considered to be good, the
willingness of workshops and spare parts that many Honda motorcycle
owners feel satisfied.
2. Layanan after sales has a significant impact on increasing customer loyalty
of Honda motorcycles, customers buy Honda products repeatedly and
recommend it because they feel that the after sales service provided
by Honda Motorcycle manufacturers and distributors is very good.

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 https://doi.org/10.37010/lit.v4i1.782

3. Customer satisfaction has a significant effect on customer loyalty, a satisfied

customer will recommend the brand he bought to his peers.
Vol. 4, No. 1, 4. Customer satisfaction is able to mediate after-sales service to customer loyalty
April 2022,
pp. 301-310 The suggestions that can be given based on this study are:
1. Astra Honda management continues to improve after sales service because it is
proven to increase customer satisfaction and loyalty, innovation in variables can
be done by opening more workshop branches, making workshop services home
e-ISSN: or between parts.
2686-5009 2. Maintaining customer satisfaction is important so that customer loyalty persists,
therefore, Astra Honda management should continue to innovate to provide the
best service so that customer satisfaction is maintained.

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Yudiana, F. E., & Setyono, J. (2016). Analisis corporate social responsibility, loyalitas
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Yulianti, A. (2018). Pengaruh Kualitas Produk Dan After Sales Service Terhadap LITERATUS is a
Kepuasan Dan Dampaknya Pada Loyalitas Konsumen PT. Frismed Hoslab journal published
by Neolectura,
Indonesia. Jurnal Ekobis Dewantara, 1(7), 173–180. issued two times
in one year.
Literatus is a
scientific
publication
media in the
form of
conceptual paper
and field research
related to social
impact and
cultural studies.
It is hoped that
LITERATUS can
become a media
for academics
and researchers
to publish their
scientific work
and become a
reference source
for the
development of
science and
knowledge.

Our focus:
Social and
Culture

Our Scope:
Humanities,
Education,
Management,
History,
Economics,
Linguistics,
Literature,
Religion,
Politics,
Sociology,
Anthropology,
and others.

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