The effect of customer satisfaction towards customer loyalty at PT. Sinar Cakrawala Gemilang

Chandra, Verdy (2021) The effect of customer satisfaction towards customer loyalty at PT. Sinar Cakrawala Gemilang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

"The theory used in this study relates to the theory of customer satifaction and customer loyalty. In this study, the method used by the author is a quantitative analysis method. The type of data used in this study are primary data and secondary data. Data was collected through interviews, questionaire and questionnaires distributed to customers. The total population is 148 customers and sample is 108 customers. The scale used to measure variables is the Likert scale. The results of the partial test can be explained that tcount (10.683) > ttable (1.983) and a significant value 0.000 <0.05, then Customer satisfaction has effect toward customer loyalty at PT. Sinar Cakrawala Gemilang. The coefficient of determination which can be seen from the results of the R square of 0.518 that the customer loyalty of 51.8% is explained by customer satisfaction and the remaining 48.2% is explained by other variables outside of this research, namely service quality, product quality, promotion and price. The conclusion of this study is that customer satisfaction has effect toward customer loyalty at PT. Sinar Cakrawala Gemilang. / Teori yang digunakan dalam penelitian ini berkaitan dengan teori kepuasan pelanggan dan loyalitas pelanggan. Dalam penelitian ini, metode yang digunakan oleh peneliti adalah metode analisis kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data dikumpulkan melalui wawancara, kuesioner dan kuesioner dikirim ke pelanggan. Total populasi adalah 148 pelanggan dan sampel adalah 108 pelanggan. Skala yang dipakai untuk mengukur variabel adalah skala Likert. Hasil sebagian tes dapat dijelaskan bahwa tcount (10,683) > ttable (1.983) dan nilai yang signifikan 0.000 <0.05, kemudian kepuasan pelanggan berpengaruh terhadap loyalitas pada PT. Sinar Cakrawala Gemilang. Koefisien determinasi yang dapat dilihat dari Hasil R square dari 0.518 bahwa loyalitas pelanggan 51.8% dijelaskan oleh kepuasan pelanggan dan sisanya 48.2% dijelaskan oleh variabel lain di luar penelitian, kualitas layanan, produk, promosi, dan harga. Kesimpulan dari penelitian ini adalah bahwa kepuasan pelanggan memiliki pengaruh terhadap loyalitas pelanggan di PT. Sinar Cakrawala Gemilang."

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