Date: 23-11-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada Wiranas Laundry Malang

Detail
Author Dicky Putra Prasetya
Category Manajemen Pemasaran

Abstract

This research aims to determine the effect of brand image and service quality on customer loyalty in Wiranas Laundry Malang. This research is a quantitative research with brand image, service quality and customer loyalty as variables. Data were collected by distributing questionnaires to 96 respondents who were sampled using purposive sampling techniques. For data analysis using multiple regression analysis methods presented with classic assumptions and hypothesis testing and coefficient of determination. The results showed that: (1) Brand Image had a positive and significant effect on customer loyalty with a t count> t table (5,527> 1,985) and a significant level of 0,000. (2) Service Quality has a positive and significant effect on customer loyalty with a t count> t table (2,936> 1,985) and a significant level of 0.004. (3) Brand Image and Service Quality simultaneously have a positive and significant effect on customer loyalty with a value of F count> F table (84.411> 3.09) and a significant level of 0.000. (4) The results of multiple regression tests show Y = 2,087 + 0.451X1 + 0.128X2 + e. (5) The magnitude of the influence of brand image and service quality on customer loyalty in Wiranas Laundry Malang (Adjusted R Square) of 63.7%. Based on the results of this study, Wiranas Laundry Malang is expected to further enhance the brand image and quality of services provided in order to keep customers using services and recommend to others in Wiranas Laundry Malang Key words: This research aims to determine the effect of brand image and service quality on customer loyalty in Wiranas Laundry Malang. This research is a quantitative research with brand image, service quality and customer loyalty as variables. Data were collected by distributing questionnaires to 96 respondents who were sampled using purposive sampling techniques. For data analysis using multiple regression analysis methods presented with classic assumptions and hypothesis testing and coefficient of determination. The results showed that: (1) Brand Image had a positive and significant effect on customer loyalty with a t count> t table (5,527> 1,985) and a significant level of 0,000. (2) Service Quality has a positive and significant effect on customer loyalty with a t count> t table (2,936> 1,985) and a significant level of 0.004. (3) Brand Image and Service Quality simultaneously have a positive and significant effect on customer loyalty with a value of F count> F table (84.411> 3.09) and a significant level of 0.000. (4) The results of multiple regression tests show Y = 2,087 + 0.451X1 + 0.128X2 + e. (5) The magnitude of the influence of brand image and service quality on customer loyalty in Wiranas Laundry Malang (Adjusted R Square) of 63.7%. Based on the results of this study, Wiranas Laundry Malang is expected to further enhance the brand image and quality of services provided in order to keep customers using services and recommend to others in Wiranas Laundry Malang .