Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Yang Berdampak Pada Loyalitas Pelanggan
Abstract
Dalam penelitian ini penulis menggunakan penelitian kuantitatif. Populasi pada penelitian ini adalah 1000 pelanggan yang pernah berbelanja minimal dua kali atau lebih di Indomaret. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik accidental sampling, maka sampel yang digunakan adalah 100 pelanggan. Serta teknik analisis pengolahan data menggunakan statistik dengan program SPSS versi 24 untuk mengetahui signifikasi dari Regresi Linier Sederhana, serta uji t, dan Koefisien Determinasi. Tujuan penelitian dalam ini adalah: Untuk mengetahui dan menganalisis pengaruh kualitas pelayanan berpengaruh terhadap kepuasan pelanggan pada PT. Indomarco Prismatama’ Untuk mengetahui dan menganalisis harga berpengaruh terhadap kepuasan pelanggan pada PT. Indomarco Prismatama. Untuk mengetahui dan menganalisis pengaruh kualitas pelayanan berpengaruh terhadap loyalitas pelanggan pada PT. Indomarco Prismatama’ Untuk mengetahui dan menganalisis harga berpengaruh terhadap loyalitas pelanggan pada PT. Indomarco Prismatama, Untuk mengetahui dan menganalisis kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan pada PT. Indomarco Prismatama. Hasil penelitian menunjukkan bahwa : Kualitas Pelayanan (X1) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y). Harga (X2) berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (Y). Kualitas Pelayanan (X1) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan (Z). Harga (X2) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan (Z). Kepuasan Pelanggan (Y) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan (Z).
Kata Kunci: Kualitas Pelayanan, Harga, Kepuasan, Loyalitas
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