The influence of service quality and price towards the customer loyalty in PT. Mandiri Sejahtera Makmur Jaya, Medan

Gracia, Gracia (2021) The influence of service quality and price towards the customer loyalty in PT. Mandiri Sejahtera Makmur Jaya, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

A company’s performance depends on how the company is able to influence customer loyalty from the quality of services and market prices, especially for a service provider. PT. Mandiri Sejahtera Makmur Jaya is a freight forwarding company that provides services to distribute goods through ships using container boxes. The phenomenon that occurred in the company is the yearly sales decreased from the decreased of loyal customers, the writer assumption that due to the service quality and price influencing the performance of company. Hence, this research purpose is to understand the influence between the service quality and price variable towards customer loyalty. Quantitative method with purposive sampling and SPSS version 25 is used in this study to gather, processed, and analyze the data. The test conducted proved the data to be normally distributed, free from heteroscedasticity symptoms, and have a linear relationship with the multiple linear regression equation Y = 2.812 + 0.532 X1 + 0.428 X2. Based on the result, the hypothesis test proved that service quality and price both partially and simultaneously do pose significant and positive influence towards the customer loyalty in PT. Mandiri Sejahtera Makmur Jaya, Medan./Kinerja suatu perusahaan tergantung pada bagaimana perusahaan mampu mempengaruhi loyalitas pelanggan dari kualitas layanan dan harga pasar, terutama bagi penyedia layanan. PT. Mandiri Sejahtera Makmur Jaya adalah perusahaan freight forwarding yang menyediakan jasa pendistribusian barang melalui kapal dengan menggunakan box container. Fenomena yang terjadi pada perusahaan adalah penurunan penjualan setiap tahunnya akibat menurunnya pelanggan setia, penulis berasumsi bahwa karena kualitas pelayanan dan harga mempengaruhi kinerja perusahaan. Oleh karena itu, tujuan penelitian ini adalah untuk mengetahui pengaruh antara variabel kualitas pelayanan dan harga terhadap loyalitas pelanggan. Metode kuantitatif dengan purposive sampling dan SPSS versi 25 digunakan dalam penelitian ini untuk mengumpulkan, mengolah, dan menganalisis data. Pengujian yang dilakukan membuktikan data berdistribusi normal, bebas dari gejala heteroskedastisitas, dan memiliki hubungan linier dengan persamaan regresi linier berganda Y = 2,812 + 0,532 X1 + 0,428 X2. Berdasarkan hasil pengujian hipotesis membuktikan bahwa kualitas pelayanan dan harga baik secara parsial maupun simultan berpengaruh signifikan dan positif terhadap loyalitas pelanggan pada PT. Mandiri Sejahtera Makmur Jaya, Medan.

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