The Influence Of Service Quality And Customer Satisfaction On Customer Loyalty At Herijaya Bandar Lampung Workshop

Nur Sita Sita, Iskandar Ali Alam

Abstract


Kualitas merupakan hal penting dalam pelayanan dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Populasinya meliputi pelanggan bengkel Herijaya dengan sampel sebanyak 100 responden. Penelitian ini bertujuan untuk mengetahui pengaruh variabel (X1 ) variabel (X2 ) terhadap variabel (Y) secara langsung. Menggunakan teknik t sampling, metode non-probability sampling (non-random sampling) menggunakan teknik purposive sampling. Menggunakan metode uji validitas dan reliabilitas melalui analisis data uji asumsi klasik, koefisien korelasi, koefisien determinasi (R2 ) dan regresi linier berganda. Dalam penelitian ini terdapat kecenderungan bahwa variabel (X1 ) signifikan terhadap variabel (X2  ), variabel (X1 ) signifikan langsung terhadap variabel (Y), dan variabel (X 2 ) signifikan terhadap variabel (Y). Rekomendasi penelitian antara strategi lain untuk meningkatkan loyalitas konsumen, dan meningkatkan kompetensi karyawan melalui pelatihan. Penelitian ini memberikan kontribusi terhadap pemahaman faktor kualitas pelayanan pada Bengkel Herijaya dan memberikan dasar untuk penelitian lebih lanjut di industri otomotif. 


Keywords


Service quality; customer satisfaction ; customer loyalty

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v42.2.5977

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