Analisis Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan di Wadcuneed = Analysis Of The Effect Of Service Quality and Customer Satisfaction Towards Customer Loyalty In Wadcuneed

SK, Fenisia Della Stevani (2021) Analisis Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan di Wadcuneed = Analysis Of The Effect Of Service Quality and Customer Satisfaction Towards Customer Loyalty In Wadcuneed. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.

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Abstract

Dalam dunia industri, Loyalitas pelanggan merupakan salah satu tolak ukur dari keberhasilan dalam usaha yang bergerak di bidang pelayanan jasa. Loyalitas pelanggan dapat tercipta apabila pelanggan merasa bahwa kebutuhan mereka dapat terpenuhi melebihi apa yang diharapkan. Selain itu, kepuasan pelanggan dan tingkat kualitas pelayanan yang memuaskan dapat juga mengarahkan pelanggan untuk dapat melakukan transaksi yang berulang. Wadcuneed merupakan salah satu bisnis layanan jasa yang bergerak dibidang jasa titip barang yang menjual produk-produk kecantikan dimana kualitas pelayanan, kepuasan pelanggan serta loyalitas pelanggan adalah faktor utama yang harus ditingkat dan dijaga untuk kelangsungan bisnis Wadcuneed. Penelitian ini bertujuan untuk mengetahui: (1) pengaruh kualitas pelayanan terhadap loyalitas pelanggan di Wadcuneed, (2) pengaruh kepuasan pelanggan terhadap loyalitas pelanggan di Wadcuneed, (3) pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan di Wadcuneed. Penelitian ini merupakan penelitian kuantitatif dengan metode survey. Populasi dari penelitian ini adalah pelanggan yang sudah melakukan transaksi pembelian di Wadcuneed. Teknik yang digunakan adalah random sampling dengan jumlah sample sebanyak 100 orang. Teknik pengumpulan data menggunakan kuisioner yang telah diuji validitas dan realibitasnya menggunakan pilot test. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah analisis jalur dengan bantuan regresi linier berganda. Hasil penelitian ini menunjukan bahwa: (1) Kualitas pelayanan berpengaruh positif terhadap loyalitas pelanggan. Hal ini dibuktikan dari nilai t hitung sebesar 5,812>t tabel 1,984 dengan tingkat signifikansi 0,000 < 0,05. (2) Kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan. Hal ini dibuktikan dari nilai t hitung sebesar 2,682>t tabel 1,984 dengan tingkat signifikansi 0,009 < 0,05. (3) Kualitas Pelayanan dan Kepuasan Pelanggan berpengaruh signifikan secara simultan terhadap Loyalitas Pelanggan. Hal ini dibuktikan dari nilai F hitung sebesar 231,096>F tabel 3,09 dengan tingkat signifikansi 0,000 < 0,05. Pada tabel koefisien determinasi memiliki nilai sebesar 82,7% sehingga kualitas pelayanan dan kepuasan pelanggan memiliki pengaruh yang besar terhadap loyalitas. / In the industrial world, customer loyalty is one of the benchmarks of success in a business engaged in the service sector. Customer loyalty can be created when customers feel that their needs can be met beyond what is expected. In addition, customer satisfaction and satisfactory service quality levels can also lead customers to be able to make repeat transactions. Wadcuneed is a service business that is engaged in entrusting goods that sells beauty products where service quality, customer satisfaction and customer loyalty are the main factors that must be improved and maintained for the continuity of Wadcuneed's business. This study aims to determine: (1) the effect of service quality on customer loyalty in Wadcuneed, (2) the effect of customer satisfaction on customer loyalty in Wadcuneed, (3) the effect of service quality and customer satisfaction on customer loyalty in Wadcuneed. This research is a quantitative study using a survey method. The population of this study are customers who have made purchase transactions at Wadcuneed. The technique used is random sampling with a sample size of 100 people. The data collection technique used a questionnaire that had been tested for validity and reliability using a pilot test. The data analysis technique used to answer the hypothesis is path analysis with the help of multiple linear regression. The results of this study indicate that: (1) Service quality has a positive effect on customer loyalty. This is evidenced by the t value of 5.812> t table 1.984 with a significance level of 0.000 <0.05. (2) Customer satisfaction has a positive effect on customer loyalty. This is evidenced by the t value of 2.682> t table 1.984 with a significance level of 0.009 <0.05. (3) Service Quality and Customer Satisfaction simultaneously have a significant effect on Customer Loyalty. This is evidenced by the calculated F value of 231.096> F table 3.09 with a significance level of 0.000 <0.05. In the table the coefficient of determination has a value of 82.7% so that service quality and customer satisfaction have a major influence on loyalty.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
SK, Fenisia Della StevaniNIM00000024729fenesiadellastev@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPanjaitan, Andry M.NIDN0327127301UNSPECIFIED
Thesis advisorChristiani, AgustinaNIDN0301087301UNSPECIFIED
Uncontrolled Keywords: kualitas pelayanan; kepuasan pelanggan; loyalitas pelanggan; Wadcuneed
Subjects: T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering
Depositing User: Users 7795 not found.
Date Deposited: 22 Feb 2021 10:49
Last Modified: 22 Feb 2021 10:49
URI: http://repository.uph.edu/id/eprint/22104

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