The impact of customer satisfaction on customer loyalty at pthorti jaya lestari medan

Yeohan, Jeseline (2019) The impact of customer satisfaction on customer loyalty at pthorti jaya lestari medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer Satisfaction is one of the core aspects to gain long term profit for the company, the long-term profit can be seen through how loyal a customer is. PT Horti Jaya Lestari is a company that focused on agricultural. The company is one of the biggest supplier of fresh vegetables. Phenomenon that occurs in the company is there are increasing number of complaints in the last six months (October 2018 to March 2019). Based on preliminary interview, the customer stated that the quality of products keeps on changing, price of the products in fluctuate and service of the company is not good.This research uses the theories about customer satisfaction and its impact on customer loyalty. The framework of this research is to find out the relationship between customer satisfaction on customer loyalty.The methods used by the writer in this research is quantitative descriptive research. Data used in this research are primary data and secondary data. This research uses simple linear regression, hypothesis test and determination coefficient to know the impact of customer satisfaction on customer loyalty.Based on research result, the simple linear regression showed equation of Y = 13.092 + 400 X it means that the customer satisfaction has a positive equation impact on customer loyalty, when customer satisfaction increased the customer loyalty will also increase and from determination coefficient has resulted 0.592 which means customer satisfaction has an impact of 59.2% on customer loyalty. The rest is influenced by another variable.Some recommendation of this research is when the company wants to keep the customer loyalty or want to move the satisfied customer to become a loyal customer, the first thing to do is by maintaining their product quality because quality is one of the factor that will give satisfaction to the customers, besides that the company should do promotion to introduce their products to target market. And by giving fast response on enquiries and complaints will makes customers feel appreciated.

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