Date: 18-02-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH KUALITAS PELAYANAN, KEPUASAN PELANGGAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN (Studi Pada pembeli mobil bekas di CV. Fortuna Abadi Mobil Pasuruan)

Detail
Author Achmad Ficky Asikaputra
Category Manajemen Pemasaran

Abstract

The purpose of research to determine the effect of service quality, customer satisfaction, product quality and price simultaneously and partially to customer loyalty and to know the dominant variable affect customer loyalty. The sample of this research is used car buyer in CV. Fortuna Abadi Pasuruan Cars as many as 71 people. Technique of collecting data is done by spreading of questioner, then daa tested by multiple regression analysis, F test and t test. From the results of the simultaneous analysis, it was concluded that the quality of service, customer satisfaction, product quality and price simultaneously affected customer loyalty, meaning the better the quality of service, fulfilled expectations (satisfaction), quality products and prices according to the customer loyalty will be higher. From the results of partial analysis, it is concluded that: (1) Quality of service has a significant influence on customer loyalty variable, the better the service quality, the higher the customer loyalty. (2) Customer satisfaction has a significant influence on customer loyalty variable, the higher the satisfaction the higher the customer loyalty. (3) The quality of the product has a significant influence on customer loyalty variable, the higher the quality the higher the customer loyalty. to customer loyalty variables, the more appropriate the price with the ability of the customer the higher the loyalty of the customer.The quality of the product has a dominant influence on customer loyalty compared vaiabel service quality, customer satisfaction and price.