THE EFFECT OF PRICE FAIRNESS AND CORPORATE IMAGE TO CUSTOMER LOYALTY WITH MEDIATION VARIABLE OF CUSTOMER SATISFACTION AT HR EXPO JAKARTA (CASE STUDY: PT INTIPESAN PARIWARA)

Abstract

People movement in the world is increasing as well as in Indonesia. Increasing the level of interest and the movement of people make the meetings organizers as a driver of development and the movement of business. PT Intipesan Pariwara hold a yearly meeting for their business, called Human Resources (HR) Expo. There is a significant decreasing in the quantity of HR Expo participants. It is necessary to do a research on it. The objectives of this research is to understand the effect of price fairness and corporate image to customer loyalty with mediation customer satisfaction at HR Expo 2015 di Jakarta. The population of this research is all participants of HR Expo 2015, meanwhile the sample is 140 respondents with the sample technique is purposive sampling. Furthermore, to address the research problem and hypothesis assessment, then used a Structural Equation Modelling (SEM) analysis with AMOS 22. The results showed that 1) price fairness is not positive and significant effect on customer satisfaction, 2) corporate image is positive and significant effect on customer satisfaction, 3) customer satisfaction is positive and significant effect on customer loyalty, 4) price fairness is not positive and significant effect on customer loyalty, 5) corporate image is positive and significant effect on customer loyalty. Managerial implication of this study for HR Expo are price fairness showed no significant effect on customer satisfaction and loyalty, enhance the company image through the company personality, reputation, value, and identity. HR Expo can increase the product packaging, event, so the increase in overall performance HR Expo event can give satisfaction and loyalty to its customers. HR Expo should be able to maintain and improve the company personality, reputation, value, and identity. HR Expo also must maintain performance, products and services from time to time to increase the quantity of participants.

Keywords: Meetings, Price Fairness, Corporate Image, Customer Satisfaction, Customer Loyalty