Based on Table 1 above, it is known that consumers still give some complaints to the company PT. Legalitas Mudah Indonesia. One of these complaints is related to the vendor registration service process. Other consumer complaints are related to the accelerated service process in vendor legal registration and requests for granting payment terms by vendors. Although the company has responded to these complaints by accelerating the registration process and carrying out evaluations of potential vendors, these complaints reflect consumer dissatisfaction so that consumers do not want to use the services of PT. Legalitas Mudah Indonesia again. In other words, consumers have no loyalty, or low loyalty, to the company.
Most disappointed customers never express their disappointment with the company (Kotler & Armstrong, 2018). Referring to this, the complaints from customers as listed in Table 1 indicate the dissatisfaction experienced by PT. Legalitas Mudah Indonesia customers. Kotler and Armstrong (2018) states that customer satisfaction is the main foundation in building and managing its relationship with its customers. The existence of complaints from customers and showing the disappointment experienced by consumers of PT. Legalitas Mudah Indonesia also shows that consumer satisfaction of PT. Legalitas Mudah Indonesia must continue to be improved so that consumer relations with the company are built and managed correctly that loyal consumers are formed.
Customer complaints reflect consumer dissatisfaction with the product or service they receive. Consumer satisfaction itself is something that every company must always strive for because it is part of an effort to maintain existing consumers and attract interest from potential customers (Kotler & Armstrong, 2018). Consumer satisfaction results from comparisons made by consumers between their expectations and the reality they receive (Sangadji & Sopiah, 2013). Satisfied consumers will tend to repurchase in the future if they need it again (Tjiptono, 2019). Thus, consumer satisfaction influences consumer loyalty at PT. Legalitas Mudah Indonesia.
Consumers form consumer satisfaction when they consume products/services (Sangadji & Sopiah, 2013). Consumer experiences also shape the company's image. Kotler and Armstrong (2018) states that customers can differ in assessing or viewing the image of a company or brand, which is shaped by each consumer's experience when obtaining services or products from the company. Consumer experience, in addition to shaping the company's image, also shapes the company's trust and reputation. More and more complaints from consumers indicate that the company is threatened to no longer be trusted by consumers. If this is not addressed immediately, the company's reputation will be bad in the eyes of consumers. As a result, the company's sustainability will be threatened, and the company may lose money because it is abandoned by its customers or has difficulties getting new customers.
The sustainability of the company is the goal of every company. To achieve this sustainability, several aspects need to be considered. The synergy between customer satisfaction, corporate image, and consumer confidence in the corporation can affect the company's reputation. Muflih (2021) explains that image is the impression from customers on the behaviour of a company. The image itself is one of the critical variables in running a company. In addition to an image, trust also needs to be formed so that customers get comfort in using the services of PT. Legalitas Mudah Indonesia.
Steps that can be taken by a business entity in its efforts to satisfy its consumers are by providing full service with quality above the average competitor. In this way, consumers will be satisfied to use the product repeatedly. This opinion is in line with several studies related to the relationship between customer satisfaction and customer loyalty and the relationship between image, trust, and reputation on customer satisfaction. Research by Puspitasari and Astuti (2019) says that if a consumer is satisfied, it will affect his compliance in buying. However, abstracted from the Dewi (2019) study, it is stated that consumer satisfaction is not proven to affect consumer loyalty. In terms of the effect of image on customer satisfaction, research by Iqbal (2018) says that corporate image affects customer satisfaction. In terms of the effect of trust on customer satisfaction, research by Wulur et al. (2020) stated that trust had a significant positive effect on customer satisfaction. However, research by Sari (2017) states otherwise that trust had an insignificant negative effect on customer satisfaction. Regarding the influence of reputation on customer satisfaction, research by Van Lierop and El-Geneidy (2016) found that company reputation has a significant positive effect on customer satisfaction, while research by Mokhtar and Shamsudin (2020) state that company reputation has no significant effect on customer satisfaction.
Based on several previous research has been discussed about company, customer satisfaction and loyalty, this research is interested to examine how is those relationship in a certain company called PT. Legalitas Mudah Indonesia. As a result, this current study is different from previous reseach has been discussed. This study aims to determine whether the company's trust and reputation influence customer satisfaction on customer loyalty at PT. Legalitas Mudah Indonesia. At the same time, the benefits of this research are that it can provide benefits to the world of service providers and also provide a source of reference for future researchers who wish to conduct reputation analysis and add knowledge to the authors, especially in the areas of corporate reputation strategy and customer loyalty in service businesses.
METHOD
The quantitative method was used in this study. The
population in this study are consumers of PT. Legalitas Mudah Indonesia, which consists of two types, namely individual customers
and corporate customers. The number of a whole population is 1231customers. Then,
the Slovin formula is used as follows in determining the number of samples.
n = 
Information:
N = sample size or number of respondents
N = population size
E = Percentage of slack
e = 0,1 (10%) for wide population
e = 0,2.(20%).for small population
Thus,
the results of the sample calculations in this study using the Slovin formula
are as follows:
Based on the
calculation results obtained data, the value of n is 92.48 or 93 respondents.
Independent Variable
a)
Company
image (X1)
b)
Customer
trust (X2)
c)
Company
reputation (X3)
Dependent Variable
a)
Customer
satisfaction (Y1)
b)
Customer
loyality (Y2)
Data Collection
Primary data
for this study was obtained from the distribution of questionnaires and interviews
with PT. Legalitas Mudah Indonesia. Secondary
data in this study were obtained from journals and other related matters. The
data in this study were obtained from survey techniques (observations,
questionnaires, interviews, literature searches) conducted on customers of PT. Legalitas Mudah Indonesia.
Hypotheses
H1:
Company image significanty influence customer satisfaction at PT. Legalitas Mudah Indonesia.
H2:
Customers trust significanty influence customer satisfaction at PT. Legalitas Mudah Indonesia.
H3:
Company reputation significanty influence customer satisfaction at PT. Legalitas Mudah Indonesia.
H4:
Customer satisfaction significanty influence customer loyality at PT. Legalitas Mudah Indonesia.
1. Validity
Test
Validity test was carried
out to determine the validity of a questionnaire item (Sudji Munadi, 2017). In
this study, the validity test used the moment product correlation.
An instrument is said to be valid if R statistic
> r table. If R statistic < R table, then it is invalid. In this test,
the author will be assisted by the SMART PLS 3.3 program.
2.
Reliability Test Test
The reliability of the
degree of truth and recurrence or the possibility of a product to complete
certain functions under stated conditions in a given period. In addition, the
reliability test is used to see the extent to which the instrument can provide
consistent measurement results if the measurements are repeated.
In conducting these tests, the
author uses the SMART PLS 3.3 application. The interpretation of the
reliability results is as follows by the opinion of Arikunto (2006):
a. If Cronbach's Alpha is worth 0.80 to 1.00, then the
reliability is high.
b.
If Cronbach's Alpha is
worth 0.60 to 0.80, the reliability is sufficient.
c.
If Cronbach's Alpha is
worth 0.40 to 0.60, the reliability is relatively low.
d.
If Cronbach's Alpha
value is 0.20 to 0.40, it means that the reliability is low.
e. If Cronbach's Alpha is worth 0.00 to 0.20, then the
reliability is very low.
3. T test
using Smart PLS 3.3
After
the data is declared valid and reliable, hypothesis testing is carried out
using an analytical technique in the form of the t-test to see the significance
of the regression coefficients generated by various causal relationships in the
model presented (Ghozali,
2016). The t-test shows how far the influence of an
independent variable is individually in explaining the dependent variable (Ghozali, 2016). According to Sarjono and Julianita (2011), the t-test
assessment criteria in hypothesis testing are:
a. If the significance
value is less than 0.05, then H0 is accepted.
b. If the significance
value is more significant than 0.05, H0 is rejected.
RESULTS AND DISCUSSION
The
findings of research is based on the real situation and condition from the
research field. As a result, in
examining whether
the company's trust and reputation influence
customer satisfaction on customer loyalty at PT. Legalitas
Mudah Indonesia, the results in the filed is
explained in following section used several tests.
In this study, descriptive analysis was carried out simultaneously with
statistical analysis using Smart PLS 3.3. The results include the mean,
maximum, minimum, and standard deviation. These values are presented in Table
2.
Based
on the significance test presented in Table 6, it can be seen that the
influence of corporate image on customer satisfaction is significant because
the t-statistic is 2,742 > t-table 1,986. Likewise, the effect of customer
trust on customer satisfaction can be assessed as significant because the value
of t-statistic is 3.153 > t-table 1.986. Meanwhile, the influence of the
company's reputation on customer satisfaction can be significant because the
value of t-statistic is 2,322 > t-table 1,986. The same thing also happens
to the effect of customer satisfaction on customer loyalty can be assessed as
significant because the value of t-statistic 3,035 > t-table 1,986. The
company's reputation significantly positively influences PT. Legalitas Mudah Indonesia. The influence of corporate image and customer trust on
customer satisfaction can be significant. Meanwhile, customer satisfaction on
customer loyalty is positive and significant.
Discussion
1. The Effect of Corporate Image on Customer
Satisfaction
From the results of data analysis using SmartPLS 3.3
in Table 3, it is known that the loading factor value of the corporate image
variable indicators is all > 0.7. The indicator with the most considerable
loading factor value is X1.1 of 0.833. At the same time, the indicator with the
smallest loading factor value is X1.8 of 0.735. Based on the loading factor
value of each company image indicator worth > 0.7, it can be stated that the
indicator is valid. For the influence of corporate image on customer satisfaction,
the original sample value was positive at 0.086, which means that if the
company's image increases, so will customer satisfaction. However, if viewed
from the value of statistic 2.742 > table 1.986, the influence of corporate
image on customer satisfaction is significant. Thus H1 is accepted, and H0 is
accepted, which means that the company's image has a significant positive
effect on customer satisfaction.
These results are in line with the results of research
by Lahap et al. (2016), which states that the image of the hospitality industry in Malaysia
has a significant positive effect on consumer satisfaction. These results are
also in line with the research results by Neupane (2015), which states that the
brand image of a supermarket retail network company in the UK has a significant
positive effect on consumer satisfaction. In addition, the results of this
study are also similar to the results of research by Dharmadi and Dwi (2015), which states that the brand image of Bank BRI Cawang Branch has a
direct and significant positive effect on customer satisfaction.
The results of this study which states that the
company's image has a significant positive effect on customer satisfaction, is
supported by the characteristics of respondents according to the number of
using the services of PT. Legalitas Mudah Indonesia. Most of the respondents, namely 58% of the
total respondents, have used the services of PT. Straightforward Legality 3x or
more. In addition, most of the respondents have become customers of PT.
Straightforward Legality is more than three years, 57% of the total
respondents. According to the respondent's view, this shows that the company's
image is good. If not, the respondent will not use the services of PT. Legalitas Mudah Indonesia returns as a result of satisfaction that forms the company's
image. These results are also supported by the respondents' answers to the
statement of the corporate image variable questionnaire, which states the
reputation of PT. Legalitas Mudah Indonesia is perfect, with an average score of 4.7.
Corporate image is the overall message that is
formed in the public's mind about the company, where the company is related to
the business name, architecture, variety of products, traditions, ideologies
and impressions on the quality of communication made by each employee who
interacts with the organization's clients (Harrison, in Pratiwi & Widiyastuti, 2018). In this study, the corporate image of PT. Legalitas
Mudah Indonesia has a significant effect on
customer satisfaction, which means that the message formed on consumers about
the company has a significant effect on their satisfaction. These results are
in line with the theory because the indicators of the company image variable in
this study are always related to customer satisfaction. Of the four indicators
of corporate image in this research questionnaire, two indicators are related
to consumer satisfaction, namely ethical responsibility and philanthropic
responsibility indicators.
In general, people managing public
administration and services tend to prioritize convenience, speed, and
affordability. This is listed as one of the principles of public service as
contained in Article 4 of Law No. 25 of 2009. PT. Legalitas
Mudah Indonesia is a legal administration service company that
deals with public services. Of course, customer satisfaction is not much
influenced by how good the company's image is but is influenced by how easily
and quickly the company's customers have their needs met and how affordable the
fees charged to customers are.
There are seven stages in completing business
legality in Indonesia, namely taking care of the TIN of the owners/founders of
the company, compiling the deed of establishment of the company or cooperative,
registering the certificate of establishment of the company, managing the TIN
on behalf of the business entity, managing the Business Identification Number
(NIB) as a form of Basic Business License, administering advanced permits
(business licenses and commercial permits), and taking care of the registration
of permanent employees with BPJS Kesehatan and BP Jamsostek. In managing
business legality, business actors need certainty, convenience, speed, and
transparency (oss.go.id). Therefore, customers in choosing a company that
provides business legality management services are determined by the company's
image in meeting their expectations in managing business legality. Customers,
of course, will choose a company that has a good image in providing certainty,
convenience, speed, and transparency of legality management. The image is
formed from its track record in providing satisfaction to its customers.
Companies with a good track record will have a good image and provide
satisfaction to their customers.
2. The Effect of Customer Trust on Customer Satisfaction
From the results of data analysis using SmartPLS 3.3 in
Table 3, it is known that the loading factor values of the indicators of the
customer trust variables are all > 0.7. The indicator with the immense
loading factor value is X2.1 of 0.809. At the same time, the indicator with the
smallest loading factor value is X2.5 of 0.703. Based on the value of the
loading factor of each indicator of customer confidence which is worth >
0.7, it can be stated that the indicator is valid. The results of data analysis
for the effect of customer trust on customer satisfaction obtained a positive
original sample value of 0.489, which means that if customer trust increases,
customer satisfaction is affected. However, the effect of customer trust on
customer satisfaction is significant because the value of statistic is 3.153
> table 1.986. Thus H1 is rejected, and H0 is
accepted, which means that customer trust significantly affects customer
satisfaction.
These results are the same as the research results by Boonlertvanich (2019), which
states that customer trust in retail banking companies has a significant
positive effect on customer satisfaction. The results of this study are also in
line with the results of research by Caroline
et al. (2017), which states that the trust of customers of PT BCA Finance
Pondok Indah South Jakarta Head Office has a significant positive effect on
their satisfaction. In addition, the results of this study are also similar to
the results of research by Mahendra
and Indriyani (2018), which states that customer trust in oil products at CV
Mitra Perkasa Utomo has a significant positive effect on customer satisfaction.
Respondent's trust in PT. The characteristics of the
respondents easily indicate legality. Most of the respondents, namely 58% of
the total respondents, have used the services of PT. Legalitas Mudah Indonesia three times or more. In addition, most of the respondents
have become customers of PT. Straightforward Legality is more than three years,
57% of the total respondents. These data indicate that most of the respondents
have high confidence in PT. Legalitas Mudah Indonesia because
it has been doing repeated consumption and has been a customer of the company
for a relatively long time. Customer behaviour is the result of customer
satisfaction in using the services of PT. Legalitas Mudah Indonesia before,
thus forming high trust in the company.
PT. Legalitas Mudah Indonesia as a legal administration service company is closely
related to public services. The questionnaire data from this study for the
customer trust variable has an average value of 4.68 in the range 1-5. The
average value shows that respondents have high trust in PT. Legalitas Mudah Indonesia. Referring to this, it
can be said that customer trust is a determining factor for customer
satisfaction. Customer trust in PT. Legalitas Mudah Indonesia is straightforward
because the company is a legal entity, has an office with an exact location and
a convincing appearance, and has a website and social media so that consumers
can view that PT. Legalitas Mudah Indonesia is a trusted company.
As described in the previous discussion,
there are seven stages in completing business legality in Indonesia. In
carrying out the seven stages, administrative requirements are needed, some of
which contain company secrets, such as personal data of business owners/founders,
shared ownership data, and company financial data. The company that provides
business legality services is another company that can leak such confidential
data. Therefore, trust is one of the factors that customers consider in
choosing a company that provides business legality management services. Thus
the customer satisfaction of the legality management company is determined by
one of the customers' trusts in the company, and the results of this study
confirm this.
3. The Effect of Company Reputation on Customer
Satisfaction
From the results of data analysis using SmartPLS 3.3
in Table 3, it is known that the loading factor values of the company
reputation variable indicators are all > 0.7. The indicator with the most
considerable loading factor value is X3.6 of 0.83. At the same time, the
indicator with the smallest loading factor value is X3.2 of 0.756. Based on the
loading factor value of each company reputation indicator worth > 0.7, it
can be stated that these indicators are valid. Referring to the results of data
analysis for the influence of the company's reputation on customer
satisfaction, the original sample value was positive of 0.335, which means that
an increase in the company's reputation causes an increase in customer
satisfaction. The effect is considered significant because the statistic is
2,322 > table 1,986. Thus H1 is accepted, and H0 is rejected, which means
that the company's reputation has a significant positive effect on customer
satisfaction.
These results are similar to the research results by Utami et al. (2020). This study said that the company's reputation partially had a positive
and significant effect on customer satisfaction at KC AJB Bumiputera 1912
Surakarta. This means that the higher the company's reputation, the higher the
customer satisfaction at KC AJB Bumiputera 1912 Surakarta. The same thing was
also found in the Siallagan and
Sutrisna research (2019). The results showed that the
company reputation variable partially had a significant effect on patient
satisfaction at RSIA Eria Bunda Pekanbaru, and the hypothesis was accepted. The
better the reputation of the company-owned and implemented by RSIA Eria Bunda
Pekanbaru will increase patient satisfaction. Likewise, the research conducted
by Panjaitan et al. (2015) states that the company's reputation has a positive and significant
effect on customer satisfaction, which is 21.0%.
Company reputation is the perception given by
consumers to the products or services of the company (Miles & Covin, in Wulandari
& Rasipan, 2018). The company's reputation is shaped
by its traces of activities and behaviour in dealing with other parties,
especially its customers (Doney & Cannon, in Suryawardana & Yani, 2017). Companies that behave always provide satisfaction to their customers
will have a good reputation in the eyes of consumers. Likewise, if the company
always satisfies its customers, its reputation will increase. The better the
company's reputation shows its track record of service to its customers that
continues to satisfy. This study shows that the company's reputation as a
positive and significant effect on customer satisfaction.
The
results of this study state that the company's reputation as a positive and
significant effect on customer satisfaction is supported by data on the
characteristics of the respondents. Most of the respondents, namely 58% of the
total respondents, have used the services of PT. Legalitas Mudah Indonesia three
times or more. In addition, most of the respondents have become customers of PT. Legalitas Mudah Indonesia is more than three years, 57% of the total respondents. If analyzed, the
data illustrates that most of the respondents are old
respondents and have repeatedly used the services of PT. Legalitas Mudah Indonesia. This behaviour implicitly states that the
respondent assesses the company's reputation as good. In addition, this is a
result of the satisfaction felt by customers when using the services of PT. Legalitas Mudah Indonesia was straightforward
beforehand so that a good reputation was formed from the company.
Based on
questionnaire answer data, the company reputation variable has an average value
of 4.65 in the range of 1-5. This value indicates that according to the
respondent's PT. Legalitas Mudah Indonesia has an excellent reputation. This condition is
probably due to the respondents having perfect experience in using the services
of PT. Legalitas Mudah Indonesia. This good experience shows that customers are delighted with the
services provided by PT. Legalitas Mudah Indonesia. Because reputation is shaped by satisfaction, the
better the reputation, the higher the satisfaction. This confirms the results
of this study that the company's reputation has a significant positive effect
on customer satisfaction of PT. Legalitas Mudah Indonesia.
In
undergoing seven stages in completing business legality in Indonesia, business
actors need certainty, convenience, speed, and transparency (oss.go.id). In
choosing a legality service provider company, customers will consider the
company's reputation in meeting these needs. Customers will tend to choose a
company that has a good reputation. The company obtains this reputation from
its track record, whether it has been able to provide satisfaction to its
customers or not. Therefore, customer reputation affects customer satisfaction,
and the results of this study confirm this.
4. The Effect of
Customer Satisfaction on Customer Loyalty
From the results of data analysis using SmartPLS 3.3 in
Table 3, it is known that the loading factor value of the customer satisfaction
variable indicators is all worth > 0.7. The indicator with the most
considerable loading factor value is Y1.5 of 0.845. At the same time, the
indicator with the smallest loading factor value is X1.5 of 0.715. Based on the
loading factor value of each customer satisfaction indicator worth > 0.7, it
can be stated that these indicators are valid. For the effect of customer satisfaction
on customer loyalty, from data analysis, the original sample value is positive
at 0.447, which means that if customer satisfaction increases, customer loyalty
also increases. The effect of customer satisfaction on customer loyalty is
considered significant because the statistic 3.035 > table 1.986. Thus H1 is
accepted, and H0 is rejected, which means that customer satisfaction
significantly affects customer loyalty.
These results are in line with the research results by Agiesta et al. (2021). In this study, it was concluded that customer
satisfaction had a significant effect on customer loyalty. This conclusion is
supported by the analysis results, which shows that the influence of
satisfaction on loyalty is in the range of 45%. The same results are also found
in Rohana (2020). This study said that satisfaction
affected customer loyalty at the X Shoe Store in Medan. Such results are also
supported by acquiring the coefficient of determination which reached 0.915 or
91.5%, likewise in the research conducted by Molle et al. (2019). In conclusion, it is stated that Consumer Satisfaction
(X) affects Consumer Loyalty (Y) with the value of the regression coefficient
of 0.717 units. In addition, after the study of Molle et al. (2019), the determination value for this matter reached 69.7%.
This study indicates an immense influence of customer
satisfaction on loyalty to the company, which reaches 95%. Thus it can be said
that satisfaction is the primary determinant of customer loyalty PT. Legalitas Mudah Indonesia. These results are in line with the
theory which states that loyalty occurs when consumers perceive that a brand or
service from a company can meet their needs far more significant than what
other companies do and decides to buy the same brand or service repeatedly for
that reason (Hoyer et al., 2021). In other words, the more satisfied customers are
because their needs are fulfilled, the more loyal they will be to the company.
Questionnaire answer data from this study for the
customer satisfaction variable has an average value of 4.68 in 1-5. This value
indicates that the respondents were very satisfied with the services provided
by PT. Legalitas Mudah Indonesia. This condition is in line with the answer data from the
questionnaire for the company reputation variable, which shows that the
respondents are of the view of PT. Legalitas Mudah Indonesia has an excellent reputation. Suppose you look at the
characteristics of the percentage of respondents who have used the services of
PT. Straightforward Legality as much as three times or more by 58% of the total respondents shows that most
of the respondents are loyal customers to the company because they are
satisfied with the services they have received before. Logically, if the
customer is not satisfied, the customer will not re-consumer and switch to
another company.
CONCLUSION
Based on the
results of research, the conclusions in this study are company reputation has a positive and significant effect on customer satisfaction,
customer trust has a positive and significant effect on customer satisfaction,
company reputation has a positive and significant effect on customer
satisfaction, and customer satisfaction has a positive and significant effect
on customer satisfaction and customer loyalty.
Moreover, PT. Legalitas Mudah Indonesia can increase customer trust because the customer trust
variable is the most influential variable on customer satisfaction. Another
reason is the processing of legality permits, customers are asked to submit
private and confidential documents to trust the company.
PT. Legalitas Mudah Indonesia can maintain and increase customer satisfaction because, from the research
results, it is known that customer satisfaction is the most significant factor
determining customer loyalty, which is more than 90%.
PT. Legalitas Mudah Indonesia can develop a digital marketing strategy according to
the type of licensing service to increase company loyalty.
For further
researchers who want to research the same topic as this research, it is hoped
that they will add independent variables, thus researchers who will be carried out can be more varied
and further strengthen the company's loyalty.
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