PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA PT DWI DAYA CITRATAMA CARGO

Authors

  • Wahyu Nurul Faroh Universitas Pamulang
  • Ariyati Ariyati Universitas Pamulang

DOI:

https://doi.org/10.32493/jpkpk.v2i1.1989

Abstract

ABSTRAK

            Tujuan dari penelitian ini adalah untuk mengetahui kualitas pelayanan, mengetahui loyalitas pelanggan dan mengetahui pengaruh kualitas pelayanan terhadap loyalitas pelanggan pada PT Dwi Daya Citratama Cargo.

Teknik analisis data yang dipergunakan dalam penelitian ini adalah dengan analisis kuantitatif, data didapat dari penyebaran angket kepada responden. Untuk dapat mengetahui pengaruh kualitas pelayanan terhadap loyalitas pelanggan pada PT Dwi Daya Citratama Cargo, penulis menganalisa dengan menggunakan metode analisa uji validitas dan uji reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana serta uji hipotesis (Uji-t).

Pengaruh Kualitas Pelayanan terhadap loyalitas pelanggan bedasarkan perhitungan angka Koefisien Korelasi didapatkan nilai sebesar 0.832 berarti pengaruh kualitas pelayanan terhadap loyalitas pelanggan dikatakan sangat kuat. Hal ini mengacu pada tabel 3.3 bahwa (0.80– 1.00) dinyatakan sangat kuat. Dari perhitungan koefisien determinasi (KD) diperoleh nilai sebesar 0.698 hal ini menunjukan bahwa besarnya kontribusi kualitas pelayanan terhadap loyalitas pelanggan adalah sebesar 69.8%, sedangkan sisanya (100% - 69.8%) = 30.2% dipengaruhi faktor lain. Berdasarkan hasil pengujian maka thitung > ttabel yaitu 12.363 >1.994yang artinya bahwa Ho ditolak dan Ha diterima, artinya terdapat pengaruh/hubungan positif yang sangat kuat dan signifikan antara Kualitas Pelayanan (X) terhadap Loyalitas Pelanggan (Y) pada PT Dwi Daya Citratama Cargo.

Kata Kunci : Kualitas Pelayanan dan Loyalitas Pelanggan.


 

Abstract

This study aim  to find out the quality of service, customer loyalty and the effect of service quality on customer loyalty at PT Dwi Daya Citratama Cargo.

Data analysis techniques used in this study are quantitative analysis, data collected by questionnaire. And data analyzed using validity and reliability test analysis methods, correlation coefficients, determination coefficients, simple regression and hypothesis testing (t-test).

The Effect of Service Quality on customer loyalty based on numerical calculations Correlation Coefficients obtained a value of 0.832 means very strong. Determination coefficient value is 0.698 this shows that the contribution of service quality to customer loyalty is 69.8%, while the rest (100% - 69.8%) = 30.2% influenced by other factors. Based on the t test results, t count > t table is 12,363> 1,994 which means that Ho is rejected and Ha is accepted, means there is a very strong and significant positive relationship / relationship between Service Quality (X) and Customer Loyalty (Y) at PT Dwi Daya Citratama Cargo.

Keywords: Service Quality and Customer Loyalty

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Published

2018-10-11

Issue

Vol. 2 No. 1 (2018): Jurnal Pemasaran Kompetitif

Section

Articles

License

Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

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