Even though competing companies have issued products in the same class, pertamina’s external communication manager believes that consumers will continue to use pertalite. The three products are having the same octane and indifferent prices, ranging from IDR 7,000 to IDR 9,000. (2018), using fuel with low octane and not in accordance with the manufacturer’s recommendations can reduce engine performance and have a negative impact on the engine in the long run.Īlong with the times, pertalite has some competitors, among others, Total performance by PT. This is due to the fact that pertamax does not use a mixture of dyes and contains additives to prevent rust on their vehicle engines (Kurniawan: 2018). In particular, the consumption of pertalite in three areas in Indonesia, including Jakarta capital special region, West Java, and Banten, rose dramatically by approximately 37 percent in 2018 and the greatest consumption was in Central Jakarta and West Jakarta.ĭespite the fact that the octane rates of pertalite is higher than premium, the customer thinks that the quality of pertamax performed out of pertalite, and customers are willing to pay more to use pertamax instead of pertalite for their vehicles. According to Kurniawan (2018), people’s interest in pertalite shows an upward trend.
The underlying reason is that the slight difference price compared to premium. As a consequence, society is advised to change over with pertalite, which having higher octane (90 octanes). The government endeavors to reduce the fuel subsidies that are marked by the government, starting to limit sales of 88 octane Premium. Meanwhile, in 2018, the government raised the price of pertamax, which lead to the price gap between pertalite and pertamax price, and it is expected that the civilians can shift to pertalite (Hamdani: 2018 Widyastuti & Hartono: 2019, pp.
Since 2015, the Indonesian government introduced pertalite as the alternative of customer choices. It has the primary product, including premium, pertamax, and pertalite. Pertamina (persero) is the state-owned entreprises that focuses on the processing and selling of petroleum and gas fuels. Palabras clave: Confianza de marca, imagen de marca, intención de recompra, satisfacción del cliente. Además, la satisfacción del cliente tampoco puede explicar la causalidad entre la confianza de la marca y la intención de recompra de Pertalite en Indonesia. Este resultado implica que la satisfacción del cliente no logró mediar la relación entre la imagen de marca y la intención de recompra. Los resultados del estudio mostraron que la imagen de marca y la confianza de la marca no tienen un impacto en la satisfacción del cliente y la intención de recompra de Pertalite.
Además, los datos se analizaron con el modelo de ecuación estructural (SEM) con la versión de software LISREL 8.8. Se realizó un muestreo por conglomerados en este método de encuesta y se recopiló mediante cuestionarios estructurados. La investigación aplicó una explicación cuantitativa con el enfoque descriptivo y causal. Keywords: Brand image, brand trust, customer satisfaction, repurchase intention. Besides, customer satisfaction also cannot explain the causality between brand trusts and repurchase intention of Pertalite in Indonesia. This result implies that customer satisfaction failed in mediating the relationship between brand image and repurchase intention. The findings of the study showed that brand image and brand trust do not have an impact on customer satisfaction and repurchase intention of Pertalite. Furthermore, the data were analyzed undergoing Structural Equation Model (SEM) with the software LISREL 8.8 version. A cluster sampling was engaged in this survey method and collected using structured questionnaires. The research applied a quantitative explanatory with a descriptive and causal approach.