The Influence of Emotional Value to Customer Satisfaction to

Increase Customer Loyalty in PT. Karya Imtaq

Nurfaedah Nurfaedah

and Molly Mustikasari

STAI Siliwangi

UIN Sunan Gunung Djati Bandung, Bandung, Indonesia

bundalihai@gmail.com, mollyzulfi@yahoo.co.uk

Keywords: Emotional Value, Consumer Satisfaction, Customer Loyalty.

Abstract: Nowadays many Hajj and Umrah travel companies are established. This happens because many moslem want

to go Umrah while waiting for very long queue to go Hajj. One of travel in Indonesia is PT. Karya Imtaq

(PT.KI), it is owned by Persatuan Islam Organisation (Persis) is one of the big Islamic organization in

Indonesia which own the member more than 5000. The purpose of this study is to analyze the influence of

emotional value to the customer satisfaction, the influence customer satisfaction on customer loyalty, the

emotional influence value on customer loyalty. The research population is PT. KI’s customers using purposive

sample technique, with 50 persons’ sample from Garut district. The methodology of this research using

quantitative method which is also use explanatory type research. The data analysis techniques used is the

correlation and regression techniques to determine the relation of variable X to Z, the contribution of each

variable X, Z to Y by using SPSS 20 software. The results showed the emotional value of the customer PT.

KI gives positive influence on customer satisfaction reached 67%, Customer satisfaction give positive

influence on customer loyalty reached 57%. The emotional value has a direct influence on customer loyalty

reached 29%.

1 INTRODUCTION

As recognized and known by all the businessman in

service business that deve- loping of service business

has grown very fast, especially in hajj and umroh

travel. Recently, there is a bad information about

umroh travels which is not responsible in doing their

business. This fenomenon indicated that research

about Hajj and Umroh travel are very interested to be

discussed in detail.

In the tight competition situation in service

company mainly in travel Hajj and Umrah¸ so every

companies should have precise business strategy in

product service marketing that have for keeping the

customer and company sustainability. Business

service are different with other business i.e commo-

dity businesss. Company service could not store the

material or put them on the storage (Buchari Alma,

2011). In service marketing mostly has an indicator

direct selling from producer to consumer, such as

maintenance service, curing, advices, entertainment,

travel agent, laundry, barber/beauty shops and other

service business (Buchari Alma, 2011). Thus, the

service quality become an important strategy to fulfill

customer satisfaction and this customer satisfaction

according to the scientist is an assesment about sign

or product either service specialization, or those

product itself that prepare satisfaction value to the

customer that relate to fullfill consumer consumption

needed (Zeithaml and Bitner, 2000).

If the customer rate product or company service

could give an added value to the customer, the

customer will be satisfied with the service or product

provided. This condition will create emotional

relation between customer and company. This

emotional relation is called customer loayality to a

bank (Rahmat Hidayat, 2009).

According to the scientist the emotional value

become one of the five factors that could cause

customer satisfaction (Lupiyoadi, 2001). That is also

supported by Sweeney, Jillian C. and Geoffrey N.

Soutar (2001), Yoana Arina Pramudita dan Edwin

Japarianto, (2013). Customer Value is a value that is

hoped by customer where the social value in line with

the status and self esteem, emotional in line with

esthetic, quality/performance in line with product

specialization and self esteem or value in line with

Nurfaedah, N. and Mustikasari, M.

The Inﬂuence of Emotional Value to Customer Satisfaction to Increase Customer Loyalty in PT. Karya Imtaq.

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 421-426

ISBN: 978-989-758-315-5

421

efficience (Yoana Arina Pramuditadan Edwin

Japarianto, 2013).

The result from other research stated that

emotional value has the important role (Basrah

Saidani, Muh. Syifaul Mujtahid, Andrian Haro,

2017), (Spreng, A. Richard, Mackenzie B Scot et al.

1996).Customers choose more the mark that has been

previously recognized well and give value added to

the customer either as functional value or emotional.

The emotional value is emotional touch to the mark

that they offered , though the mark for the product

marketed only rely on to its function (Sadat, 2009).

Trough offered emotional touch, PT. Karya Imtaq

believe that the product offered will give the feeling

them self by its customer especially the Persis

community organisation member and Persis

community organisation sympathizer.

In accordance with (Hawkins and Mothers Baugh,

2013) Emotional Value and indicator that formed

them is: 1. Pride: proud, superior, worthy; 2.

Affection: loving, affectionate, friendly; 3. Serenity:

restful, serene, comfortable, soothed; 4. Desire:

desirous, wishful, craving, hopeful. Emotions

influence every aspect of our thinking life: they shape

our memories; they influence our perceptions, our

dreams, thoughts, and judgments and our behaviors,

including our decisions whether to return to a place of

business, how much we are willing to pay for a

product or service, and what we tell our family and

friends about our experiences. Emotions are more

than mere cognitive processes and indeed more than

just feelings (Janelle Barlow, Dianna Maul 1999).

Emotional value should get serious attention in the

business world to make consumers feel satisfied with

the company’s service products. We often forget that

satisfaction is itself an emotional response. Besides ,

specisific usage from satisfaction is positive

correlation with customer loyalty (Caruana,2002).

Other research found that high customer satisfaction

will cause high loyalty (Dwi Ariyani, Febriana

Rosinta, 2010).

Base on the theory of emotional value, the

member of Persis is the potential for PT KI, it means

PT KI will not find the difficulty to get the consumer

because the consumer of PT KI is dominated by the

emotional value of the member of Persis. But in

reality not all the member of Persis use this service

product of PT Karya Imtaq. While base on the

emotional theory it should not happen. Nevertheless

there is no researcher about this before, so this should

be a further research. The businessman know a lot

that one of the main purpose of marketing activity is

often seen by the loyalty customer achievement

through marketing srategy (Siregar, 2004).Customer

loyalty is the important part of repetitive buying to the

customer (Caruana, 2002).Customer loyalty has

positive correlation with business performance.

Customer loyalty is not only to improve the

correlation value in business, but also could attrack

the new customer (Beerli dkk., 2004). In a short

period of time, improvement customer loyalty will

increase to the selling profit. Profit is the main motive

in business consistance, because by the profit the

business will run well (Soeling, 2007).

The marketing literature suggests that customer

loyalty can be defined in two distinct ways (Jacoby

and Kyner, 1973). The first defines loyalty as an

attitude. These feelings define the individual’s

(purely cognitive) degree of loyalty. Service

management literature, proposes that customer

satisfaction influences customer loyalty, which in

turn affects profitability. This theory is supported by

research results (Roger Hallowell, 1996); (Zhaohua

Deng, Yaobin Lu, Kwok Kee Wei, Jinlong Zhang,

2010)

Loyal customers are crucial to business survival

(Semejin, Van Riel Allard, Van Birgelen and

Streukens, 2005), Specifically, in increasingly

competitive markets, building strong relationships

with customers (Deepak-Sirdeshmukh, Jagdip Singh,

and Barry Sabo, 2002), that is, developing the loyalty

of consumers is seen as the key factor in winning

market share and developing a sustainable

competitive advantage.

In general the enterpreuner know that customer

perception to the quality based on one or more signs.

In Olson model, sign information value depend on

predictive its value, belief value, and whether that

sign is intrinsic or extrinsic to the product. Intrinsic

sign can not be changed without changing the

characteristic product or service, while the extrinsic

sign is not related with product or service, but it is

related i.e with the company image (Tor Wallin

Andreassen, Bodil Lindestad,1998).

The result of the other research explained that

tangible and empathy are the very important

dimension. In Iran (Golmo-hammadi, Jahandideh,

2010) emphasize reliability is the most important

dimension and real for Iran customer. Abduh (2011)

verify that sharia bank customer in Indonesia is

percepted based on the law and convenience as an

important dimension on sharia bank.

From a behavioral view, customer loyalty is

defined as a repeat purchase, is the buyer selects the

same specific product or service (Neal, 1999). The

dilemma lies in the fact that not every intention leads

to action, and not every repetitive buying behavior

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

422

reflects the intention (Zhilin Yang, Robin T. Peterson

2004).

2 METHODOLOGY

Quantitative method is used in this study with

explanatory research as type of this study. Colleting

data technique use the observation, interview and

questioner distribution. Sample taken used by

purposive technique. This sample taken 50 persons

from 1.000 population. They fullfilled criterian as a

customer using travel PT. Karya Imtaq more than

twice.

To test the correlation hypothesis is used the

Product Moment Pearson Correlation through SPSS

20. Simple linear regression formula is used for

modeling the relationship between a scalar dependent

variable denoted Y and one independent variable

denoted X. The research model as follows:

Y = a + bX

Y = Customer Loyalty

A = Constants

B = Regression coefficient

X = Emotional Value

3 RESULTS AND DISCUSSION

3.1 Result Study

In discussion area, will be reviewed the result of the

data analyses that base on the questionnaire

distribution. The purpose is to answer the hypothesis

below:

1) Hypothesis: It is predicted that emotional value

give positive influence to the customer

satisfaction. To exam the influence of emotional

value use Product Moment Correlation, with

failure level 5%, it is shown by Table 1.

Table 1: Model Summary

Model

Square

Adjusted R

Square

Std. Error

of the

Estimate

Durbin-

Watson

.820

.673

.666

1.994

1.753

a. Predictors : (Constant), EMOTIONAL VALUE

b. Dependent Variable : CUSTOMER SATISFACTION

From the data mentioned (Table 2) is known that

count

0.820 while value r

table

= 0,284, so it can be con-

cluded that r

count

> r

table

, Determination coefficient

indicate the significant correlation. The significant

correlation achieved 0.820

=0.673. Its mean that the

influence of emotional value to customer satisfaction

is 67% and the rest 33% is determined by other factor.

While to analyze simple linear regression, use the

data is processed SPSS, and the result is:

Table 2: Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig

Collinearity

Statistics

Std.

Error

Beta

Tolerance

VIF

(Constant)

-.980

3.005

-.326

.746

Emotional

Value

.340

.077

.538

4.424

.000

1.000

a. Dependent Variable: CUSTOMER SATISFACTION

If the figure enter to the simple linear regression

formula , is shown as below :

Y = -0,980+0.340X

The result of simple regression test is if we

changed the customer satisfaction (independent

variable) to the better changes, this will cause to the

change of increasing customer satisfaction ( mediator

variable), it can be seen that the alternative hypothesis

is accepted.

2) Hypothesis : the customer satisfaction influence

to the customer loyalty

From the data mentioned (Table 3) is known

that r

count

0.671 whilevalue r

table

= 0,284, so it can be

concluded that r

count

> r

table

, Determination

coefficient indicate the significant correlation. The

significant correlation achieved 0.6712

=0.451. Its

mean that the influence of customer satisfaction to

customer loyalty is 45% and the rest 55% is

determined by other factor.

Table 3: Model Summary

Model

Square

Adjusted

R Square

Std. Error

of the

Estimate

Durbin-

Watson

.671

.451

.439

1.649

1.563

a. Predictors : (Constant), CUSTOMER SATISFACTION

b. Dependent Variable : CUSTOMER LOYALTY

While to analyze simple linear regression, use

the data is processed SPSS, and the result is:

The Inﬂuence of Emotional Value to Customer Satisfaction to Increase Customer Loyalty in PT. Karya Imtaq

423

Table 4: Coffiecient

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig

Collinearity

Statistics

Std.

Error

Beta

Tolerance

VIF

(Constant)

2.441

1.582

1.544

.129

Customer

Satisfacti

.428

.068

.671

6.277

.000

1.000

a. Dependent variable : CUSTOMER LOYALTY

If the figure above enter to the simple linear

regression formula , is shown as below :

Y = -2.441+0.428X

The results is, if we change the customer

satisfaction (mediator variable) to the better changes,

this will cause to the change of increasing customer

loyalty (dependent variable), it can be seen that the

alternative hypothesis is accepted.

3) Hypothesis : Emotional Value influence to

customer loyalty

Table 5: Model Summary

Model

R Square

Adjusted R

Square

Std. Error of

the Estimate

Durbin-

Watson

.538

.290

.275

1.875

1.433

a. Predictors: (Constant), EMOSIONAL VALUE

b. Dependent Variable: LOYALITAS PELANGGAN

From the data mentioned (Table 5) is known

that r

count

0.538 while value r

table

= 0,284, so it can

be concluded that r

count

> r

table

, Determination

coefficient indicate the significant correlation. The

significant correlation achieved 0.538

=0.290. Its

mean that the influence of emotional value to

customer loyalty is 29% and the rest 71% is

determined by other factor.

While to analyze simple linear regression, use the

data is processed SPSS, and the result is:

Table 6: Coffiecient

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig

Collinearity

Statistics

Std.

Error

Beta

Tolerance

VIF

(Constant)

-.980

3.005

-.326

.746

Emosional

Value

.340

.077

.538

4.424

.000

1.000

a. Dependent variable : CUSTOMER LOYALTY

If the figure above enter to the simple linear

regression formula , is shown as below :

Y = -0.980+0.340X

The results is, if we change the emtional value

(independent variable) to the better changes, this

will cause to the change of increasing customer

loyalty (dependent variable), it can be seen that

the alternative hypothesis is accepted.

3.2 Discussion

The illustration of the above relation describes as

shown below:

Figure 1: The Relationship of Variables.

It could be concluded that the influence of

emotional value to customer satisfaction in regard to

improve customer loyalty, as follow:

As the hypothesis result partially, indicated that

there is significant influence of emotional value to

the customer satisfaction reached 67%. On the

customer satisfaction as mediator variable (Z) to

customer relation (Y) reached 45%. While the result

of hypo-thesis test of emotional value to cus-tomer

loyalty has positive influence. The influence as

independent variable (X) to customer royalty as

dependent variable (Y) reached 29%.

This research explain that the in-fluence of

emotional value becomes one of the factor that causes

quite important in giving customer loyalty, this is

supported by the data of the interview result through

the responden. The responden will not change their

mind although the product price of PT Karya Imtaq is

higher then other company, even they will help PT

Karya Imtaq to promote their product. Some of the

causes are “The Fiqh Ibadah for Hajj and Umrah” are

based on Quran and Sunnah. And also They know

that the profit received by PT Karya Imtaq will be

used for developing their organi-sation. It means that

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

424

emotional value will cause loyalty member and

sympathizer.

4 CONCULUSIONS

Emotional value to customer loyalty at PT Karya

Imtak has a positive significant influence (29%). This

research strengthen previous research that is

completed by Dwi Aryani and Febrina Rosinta

(2010). The influence of customer satisfaction to

customer loyalty has significant influence. His

research about customer satisfaction and costumer

loyalty. Emotional value has positive influence to

customer loyalty. Bagjo Muhiharjo (2016), has the

same result with the above research.

The potential of emotional value’s member can

grow a business. The existence business due to

loyalty appearance of the member.

The results of this study are expected to have

several uses, both academically and practically.

This research can be a further research, especially

in find out the cause of low emotional value’s figure

and can produce another significant finding,

academically. Practically, it is hoped this research can

be considered by every company and can give

company development. This research can also give

awareness to the company, that there is another factor

that causes customer satisfaction which is give

significant influence to the costumer loyalty.

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