The influence of customer satisfaction towards customer loyalty at Fourseas Tour & Travel Medan

Christie, Alice (2020) The influence of customer satisfaction towards customer loyalty at Fourseas Tour & Travel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is to find out the influence of customer satisfaction towards customer loyalty at Fourseas Tour & Travel Medan. To know the factors that influence in order to improve the quality of company to get customer loyalty. Quantitative research methods and convenience sampling technique were used in this research to collect data. There are three previous researches used to support this study. Customer satisfaction as X, independent variable and customer loyalty as Y, dependent variable. The population of the research all customer of Fourseas Tour & Travel medan during period 11th March 2019 – 31st Apr’2019. With the sample for distributing questionnaire to 90 customers of Fourseas Tour & Travel Medan. The result for coefficient of determination shown by R square is 0,405, means that customer satisfaction has affect to customer loyalty and the remaining 59.5% of the results are influenced by external factors. For the result of simple linear test is Y = 10.877 - 0.289X, where constant value of customer satisfaction is 10.877 and the regression coefficient 0,289 and the value is positive. The final result of the influence of customer satisfaction towards customer loyalty which is seen on result of hypothesis test where Zcount>Ztable(6.05 > 1.96) for the significant level of 5%, where Null Hypothesis (Ho) is rejected and Alternative Hypothesis (Ha) is accepted. The result showed that, customer satisfaction have positive influence towards customer loyalty. This research shows that customer satisfaction has influence towards customer loyalty and company should improve the service quality, maintain the relationship with customer and focus on the consistency to build the trust & loyalty of the customer / Penelitian ini bertujuan untuk menyelidiki pengaruh kepuasan pelanggan terhadap loyalitas pelanggan di Fourseas Tour & Travel Medan. Mengetahui factor – faktor yang mempengaruhinya dengan tujuan meningkatkan kualitas dari perusahaan dalam mendapatkan loyalitas pelanggan. Metode penelitian kuantitatif dan teknik convenience sampling digunakandalam penelitian ini untuk mengumpulkan data. Menggunakan tiga data dari penelitian terdahulu untuk mendukung penelitian ini. Kepuasan pelanggan sebagai X, variable indipenden dan loyalitas pelanggan sebagai Y, variable dependen. Hasil untuk koefisien determinasi yang ditunjukkan oleh R square adalah 0,405, berarti bahwa kepuasan pelanggan mempengaruhi loyalitas pelanggan dan sisanya 59,5% dari hasil, dipengaruhi oleh factor eksternal. Untuk hasil uji linear sederhana adalah Y = 10.877 - 0.289X, dimana nilai konstan Kepuasan Pelanggan adalah 10.877 dan koefisien regresi 0,289 yang nilainya positif. Hasil akhir dari pengaruh kepuasan pelanggan terhadap loyalitas pelanggan terlihat pada hasil uji hipotesis dimana Zhitung>Ztabel(6,05> 1,96) dengan taraf signifikan 5%, dimana Null Hipotesis (Ho) ditolak dan Hipotesis Alternatif (Ha) diterima. Hasil menunjukkan bahwa kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan Penelitian ini menunjukan bahwa ada pengaruh dari kepuasan pelanggan terhadap loyalitas pelanggan dan perusahaan sebaiknya meningkatkan kualitas dari pelayanan, mempertahankan hubungan dengan pelanggan dan fokus terhadap konsistensi dalam membangun kepercayaan dan loyalitas pelanggan.

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