Pengaruh Efektivitas Layanan Honda Customer Care Center (Hc3) Terhadap Tingkat Loyalitas Pelanggan Honda Pada Pt Daya Adicipta Wisesa Maumbi

Abstract

High-quality after-sales service plays a crucial role for automotive main dealers in retaining customers and building long-term brand loyalty. This study aims to empirically examine, analyze, and demonstrate the impact of the Honda Customer Care Center (HC3) service effectiveness on Honda customer loyalty at PT Daya Adicipta Wisesa Maumbi. A quantitative approach was employed, involving 55 Honda consumers as respondents. Primary data were collected via structured questionnaires and supplemented by internal operational data (complaint records and repeat order percentages), which were then analyzed using simple linear regression. The results indicate that HC3 service effectiveness has a positive and significant effect on customer loyalty (t-hitung = 19.863 > t-table = 2.005; p = 0.000 < 0.05). The resulting regression equation is Y = -18.046 + 1.689X, with a coefficient of determination (R²) of 0.882, indicating that 88.2% of the variation in customer loyalty is explained by HC3 service effectiveness. Furthermore, operational data confirm that the structured four-stage complaint handling process successfully maintained repeat order stability within the 31.70% to 33.10% range.