The influence of customer satisfaction towards customer loyalty at Padi in Medan

Patrick, Patrick (2021) The influence of customer satisfaction towards customer loyalty at Padi in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is conducted at Padi. The data shows that there is declining in the customers. This research objective is to find out the influence of customer satisfaction towards customer loyalty at Padi in Medan. To understand which indicators affect the variables in order to improve the satisfaction of customers to get loyalty. Theoretically, customer satisfaction and customer loyalty are considered to have a positive relationship toward each other that has been researched by other previous researchers, with satisfaction trusted to be the understructure in acquiring loyalty. This is a descriptive research with quantitative approach. Data of the research is gathered through interview, questionnaire, journals, articles, and books. Purposive sampling is used in this research with Wibisono Formula to determine the samples. Data collected is then processed through SPSS 25 to discover the relationship between customer satisfaction and customer loyalty. The collected 100 samples that has been processed, resulted in having the positive relationship between customer satisfaction and customer loyalty. Based on determination of coefficient, this research concludes that customer satisfaction influence customer loyalty about 37.8% while 62.2% is influenced by other factors that are not mentioned in this study. This research shows that customer satisfaction has an influence towards customer loyalty. The company should improve the pricing strategy and also the company needs to review the feedback of customers in order to improve what is lacking and maintain what is already good./Penelitian ini dilakukan di Padi. Data menunjukkan bahwa terjadi penurunan pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan pelanggan terhadap loyalitas pelanggan pada Padi di Medan. Untuk mengetahui indikator-indikator yang mempengaruhi variabel-variabel dalam meningkatkan kepuasan pelanggan untuk mendapatkan loyalitas. Secara teoritis kepuasan pelanggan dan loyalitas pelanggan dianggap memiliki hubungan yang positif terhadap satu sama lain yang telah diteliti oleh peneliti sebelumnya, dengan kepuasan dipercaya menjadi struktur dalam memperoleh loyalitas. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kuantitatif. Data penelitian dikumpulkan melalui wawancara, kuesioner, jurnal, artikel, dan buku. Purposive sampling digunakan dalam penelitian ini dengan rumus Wibisono untuk msenentukan sampelnya. Data yang terkumpul kemudian diolah melalui SPSS 25 untuk mengetahui hubungan antara kepuasan pelanggan dan loyalitas pelanggan. Dari 100 sampel yang telah diolah, terdapat hasil berupa hubungan yang positif antara kepuasan konsumen dengan loyalitas konsumen. Berdasarkan koefisien determinasi, penelitian ini menyimpulkan bahwa kepuasan pelanggan mempengaruhi loyalitas pelanggan sebesar 37,8% sedangkan 62,2% dipengaruhi oleh faktor lain yang tidak disebutkan dalam penelitian ini. Penelitian ini menunjukkan bahwa kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Perusahaan harus meningkatkan strategi penetapan harga dan juga perusahaan perlu meninjau umpan balik pelanggan untuk memperbaiki apa yang kurang dan mempertahankan apa yang sudah baik.

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