The impact of customer satisfaction on customer loyalty at pt saudara ekatama jaya medan

Melvern, Melvern (2019) The impact of customer satisfaction on customer loyalty at pt saudara ekatama jaya medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to reveal whether there is any effect betweencustomer satisfaction and customer loyalty at PT Saudara Ekatama Jaya Medan to know and get more knowledge about this field. It is a company which is focused on hairstyling and beauty sector. The company are importing the goods from South Korean company named Welcos. This company is very related with Customer Satisfaction.Consumer satisfaction means a state where the expectations of consumers for a product in accordance with the fact accepted by the consumer if the product was far below expectations, consumers will be disappointed otherwise if the product meets consumer expectations will be satisfied. the very satisfied customer is the one impress with the service quality of the company and will be more willing to comeback thereby making them loyal. This research is using a quantitative as the research design and IBM SPSS Statistics 25 application. Data analysis methods used in this research include descriptive statistics, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z Test. The result of the research based on Z test, it can be known that Z Count (3.8)> Z Table (1.96) which prove there is an influence between Customer Satisfaction and Customer Loyalty at PT Saudara Ekatama Jaya Medan. The result of theresearch based on coefficient of determination test shows that there is a moderate and positive relationship between Customer Satisfaction and Customer Loyalty atPT Saudara Ekatama Jaya Medan.

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