The influence of service quality and customer satisfaction towards customer loyalty at Avia Cantata School of Music and Art Medan

Gunawan, Jessica Christine (2021) The influence of service quality and customer satisfaction towards customer loyalty at Avia Cantata School of Music and Art Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, education has been one of the most important things that is able to prepare children in their later life in the society. Therefore, many parents do not hesitate to give their children the best education. In education sector, service quality, customer satisfaction and customer loyalty are three factors that are mentioned the most and often linked together which shows their weight of importance from the institution itself. The objective of this research is to investigate the influence of service quality and customer satisfaction towards customer loyalty at one of the music schools in North Sumatra, Indonesia which is Avia Cantata School of Music and Art. The research uses quantitative method and gathered primary data by conducting a survey towards 50 respondents which are students’ parents from Avia Cantata. 30 respondents are also tested before for the pre-test to test the validity and reliability of the research instrument. The determination test result of this research is 74.4% which means that as much as 74.4% of customer loyalty is influenced by service quality and customer satisfaction. While the remaining 25.6% may be affected by other factors such as brand awareness, brand image, trust, etc. The hypothesis is accepted which is service quality and customer satisfaction has a positive influence towards customer loyalty./Pendidikan saat in merupakan salah satu hal terpenting untuk mempersiapkan anak-anak di kemudian hari sebelum mereka terjun ke dalam kehidupan bermasyarakat. Oleh karena itu, kebanyakan orang tua tidak ragu untuk memberikan pendidikan yang terbaik kepada anaknya. Di bidang pendidikan, kualitas layanan, kepuasan pelanggan, dan loyalitas pelanggan merupakan tiga faktor yang paling banayak disebutkan dan sering dikaitkan. Ini menunjukkan bahwa ketiga hal tersebut memiliki bobot kepentingan yang cukup besar terhadap institusi pendidikan itu sendiri. Tujuan dari penelitian ini adalah untuk mengatahui pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada salah satu sekolah music di Sumatera Utara, Indonesia, yaitu Avia Cantata School of Music and Art. Penelitian ini menggunakan metode kuantitatif dan mengumpulkan data primer melalui pelaksanaan survei terhadap 50 responden, yamg merupakan orang tua dari murid di Avia Cantata. Sebanyak 30 responden juga diuji terlebih dahulu untuk pre-test menguji validitas dan reliabilitas instrument penelitian. Hasil uji determinasi penelitian in adalah 74,4% yang artinya adalah bahwa 74.4% dari loyalitas pelanggan dipengaruhi oleh kualitas layanan dan kepuasan pelanggan. Sedangkan 25.6% sisanya dipengaruhi oleh faktor lain seperti kesadaran merek, citra merek, kepercayaan, dll. Hipotesis yang diajukan diterima yaitu kualitas layanan dan kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan.

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