Customer Loyalty Affecting Factors in Volvo Heavy Equipment Products at PT. Intraco Penta Prima Servis Area East Kalimantan

Abstract

The contribution of the coal mining sector business in East Kalimantan has a significant effect on the increase and decrease in demand for the heavy equipment industry. This condition causes intense competition among companies holding heavy equipment brands in the East Kalimantan area. This study aims to determine the effect of customer value, brand image and customer satisfaction as a mediating variable on customer loyalty in Volvo Heavy Equipment products at PT. Intraco Penta Prima servis area East Kalimantan. This research used quantitative with non-probability sampling method. The subjects were 65 customers who have purchased and used Volvo Heavy Equipment products from PT. Intraco Penta Prima servis area East Kalimantan. Data collection was obtained by distributing questionnaires, interviews, and documentation study. The result showed that customer value and brand image have a positive and significant effect on the customer satisfaction, customer value and brand image have a positive and significant effect on customer satisfaction and customer loyalty. This research implies on the basis of further research, and can be used to improve company performance.