Texts

Pengaruh Distributive justice dan Recall severity terhadap Affective trust dan Firm reputation dan Dampaknya Terhadap Affective commitment Produk Honda Recall : Survei pada Konsumen PT HPM

---

RINGKASAN

Ameylia Ayu Astira, 2025. Program Magister Administrasi Bisnis.
Universitas Brawijaya. “PENGARUH DISTRIBUTIVE JUSTICE DAN RECALL
SEVERITY TERHADAP AFFECTIVE TRUST DAN FIRM REPUTATION SERTA
DAMPAKNYA TERHADA AFFECTIVE COMMITMENT PRODUK HONDA
RECALL (SURVEI PADA KONSUMEN PT HPM)”. Dosen pembimbing pertama:
Prof. Dr. Drs. Edy Yulianto, MP. Anggota: Dr. Anni Rahimah, S.AB, M.AB, Ph.D.

Penelitian ini dilatarbelakangi oleh fenomena penarikan produk (recall) yang
dilakukan PT Honda Prospect Motor (HPM) secara berulang pada tahun 2018,
2019, dan mencapai puncaknya pada November 2023 dengan penarikan terbesar
melibatkan hampir 250.000 kendaraan akibat masalah pada komponen inflator
airbag, fuel pump, dan master cylinder. Situasi ini menimbulkan kekhawatiran
serius mengingat penelitian menunjukkan 91% pelanggan yang tidak puas
cenderung pergi tanpa complain, sementara biaya merekrut pelanggan baru 6-7
kali lebih mahal disbanding mempertahankan pelanggan. Masalah utama yang
dihadapi adalah bagaimana mempertahankan komitmen pelanggan pasca recall,
menginngat dampak negatif recall dapat bervariasi berdasarkan tingkat komitmen
konsumen dan berpotensi merusak reputasi serta kepercayaan pelanggan.
Penelitian ini bertujuan menganalisis secara komprehensif pengaruh distributive
justice (keadilan dalam penanganan recall) dan recall severity (tingkat keparahan
recall) terhadap affective trust (kepercayaan berbasis perasaan) dan firm
reputation (reputasi Perusahaan), serta dampaknya pada affective commitment
(komitmen emosional) pelanggan PT HPM. Kebaruan penelitian terletak pada
eksplorasi 7 hubungan antar variable yang belum pernah diteliti dalam konteks
recall produk, termasuk hubungan distributive justice terhadap firm reputation,

recall severity terhadap affective trust, firm reputation, dan affective commitment,
affective trust terhadap firm reputation dan affective commitment, serta firm
reputation terhadap affective commitment. Penelitian ini juga mengisi kesenjangan
literatur dengen mengevaluasi persepsi konsumen terhadap keadilan dalam
situasi recall produk di negara berkembang yang masih sangat minim diteliti.
Penelitian ini menggunakan metode deskriptif kuantitatif dengan
pendekatan explanatory research untuk menganalisis pengaruh variabel
distributive justice, recall severity, affective trust, firm reputation, dan affective
commitment pada konsumen mobil Honda di Indonesia. Data dikumpulkan dari
220 responden yang dipilih menggunakan metode purposive sampling dengan
kriteria usia minimal 17 tahun dan menjadi konsumen PT Honda Prospect Motor
(HPM) yang terdampak penarikan produk pada November 2023. Data primer
diperoleh melalui kuesioner daring dan dianalisis menggunakan teknik Partial
Least Squares Structural Equation Modeling (PLS-SEM). Adapun hasil penelitian
menunjukkan bahwa persepsi konsumen terhadap distributive justice, seperti
langkah efektif, komunikasi transparan, dan permintaan maaf yang tulus dari PT
HPM, memiliki pengaruh positif yang signifikan terhadap affective trust dan firm
reputation. Recall severity, yang mencakup tingkat signifikan masalah kendaraan
dan cakupan luas recall, ditemukan meningkatkan kesadaran konsumen terhadap
reputasi Perusahaan, tetapi juga dapat mengancam kepercayaan afektif jika tidak
dikelola dengan baik. Affective trust dan firm reputation memiliki peran penting
dalam membangun affective commitment, di mana konsumen yang merasa
diperhatikan dan percaya pada reputasi Perusahaan menunjukkan loyalitas yang
lebih tinggi meskipun terjadi krisis produk. Kontribusi praktis penelitian ini bagi
perusahaan meliputi rekomendasi strategis untuk meningkatkan loyalitas

pelanggan di tengah tantangan recall produk. Perusahaan disarankan untuk
mengembangkan sistem respon krisis yang berbasis keadilan distributif, seperti
penyampaian permintaan maaf yang tulus, pemberian solusi yang jelas, dan
pelibatan pelanggan dalam proses perbaikan. Strategi komunikasi yang
transparan harus diutamakan untuk memastikan konsumen merasa dihargai dan
didengarkan. Selain itu, Perusahaan dapat memperkuat reputasi dengan
meningkatkan kualitas layanan purna jual, memperluas akses informasi terkait
recall, dan memanfaatkan media sosial untuk membangun hubungan emosional
dengan pelanggan. Temuan ini menunjukkan bahwa Langkah proaktif dalam
pengelolaan krisis dapat membantu perusahaan tidak hanya memitigasi dampak
negatif recall tetapi juga memperkuat hubungan jangka panjang dengan
konsumen, yang pada akhirnya berkontribusi pada keberlanjutan bisnis.

Kata Kunci: Distributive justice, Recall severity, Affective trust, Firm reputation,
Affective commitment.

SUMMARY

Ameylia Ayu Astira, 2024. Master of Business Administration Program. Brawijaya
University. “THE INFLUENCE OF DISTRIBUTIVE JUSTICE AND RECALL
SEVERITY ON AFFETIVE TRUST AND FIRM REPUTATION AND ITS IMPACT
ON AFFECTIVE COMMITMENT PRODUCT HONDA RECALL (SURVEY OF PT
HPM CONUSMERS)”. First supervisor: Prof. Dr. Drs. Edy Yulianto, MP. Member:
Dr. Anni Rahimah, S.AB, M.AB, Ph.D.

This research is motivated by the
phenomenon of product recalls (recall) carried out by PT Honda Prospect Motor
(HPM) repeatedly in 2018, 2019, and peaked in November 2023 with the largest
recall involving nearly 250,000 vehicles due to problems with airbag inflator
components, fuel pumps, and master cylinders. This situation raises serious
concerns considering research shows 91% of dissatisfied customers tend to leave
without complaining, while the cost of recruiting new customers is 6-7 times more
expensive than retaining customers. The main problem faced is how to maintain
customer commitment after a recall, considering that the negative impact of recalls
can vary based on the level of consimer commitment and potentially damage
reputation and customer trust. This study aims to comprehensively analyze the
effect of distributive justice and recall severity on affective trust and firm reputation,
and its impact on affective commitment of PT HPM customers. The novelty of the
research lies in exploring 7 relationships between variables that have never been
studied in the context of product recalls, including the relationship between
distributive justice to firm reputation, recall severity to affective trust, firm
reputation, and affective commitment, affective trust to firm reputation and affective
commitment, and firm reputation to affective commitment. This study also fulls the

literature gap by evaluating consumer perceptions of justice in product recall
situation in developing countries, which are still minimally studied.
This study uses a quantitative descriptive method with an explanatory research
approach to analyze the effects of distributive justice, recall severity, affective trust,
firm reputation, and affective commitment variables on Honda car consumers in
Indonesia. Data were collected from 220 respondents selected using purposive
sampling method with the criteria of at least 17 years of age and being a consumer
of PT Honda Prospect Motor (HPM) affected by the product recall in November
2023. Primary data were obtained through an online questionnaire and analyzed
using Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques.
The results show that consumers’ perceptions of distributive justice, such as
effective measures, transparent communication, and sincere apologies from PT
HPM, have a significant positive influence on affective trust and firm reputation.
Recall severity, which includes the significant level of vehicle problems and the
broad scope of the recall, was found to increase consumers’ awareness of the
company’s reputation, but it can also threaten affective trust if not managed
properly. Affective trust and firm reputation play an important role in building
affective commitment, where consumers who feel cared for and believe in the firm’s
reputation show highter loyalty despite a product crisis. The practical contributions
of this research for companies include strategic recommendations to increase
customer loyalty amidst product recall challenges. Companies are advised to
develop a crisis response system based on distributive justice, such as delivering
sincere apologies, providing clear solutions, and involving customers in the repair
process. A transparent communication strategy should be prioritized to ensure
consumers feel valued and heard. In addition, companies can strengthen

reputation by improving the quality of after-sales service, expanding access to
recall-related information, and utilizing social media to build emotional connections
with customers. This findings suggest that proactive steps in crisis management
can help companies not only mitigate the negative impact of recalls but also
strengthen longterm relationships with consumers, ultimately contributing to
business sustainability.

Keywords: Distributive justice, Recall severity, Affective trust, Firm reputation,
Affective commitment.

---

Ketersediaan

202534

TES 330,1 AST p 2025 K1

Fadel Muhammad Resource Center (Ilmu Sosial)

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri

-

No. Panggil

TES 330,1 AST p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xxii, 231 Halaman ; Ilus : 29,5 Cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

330,1

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Tesis / Thesis
Distributive justice
Recall severity
Affective trust
Firm reputation
Affective commitment

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Ameylia Ayu Astira

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar