Ramadhika, Danar Satrya (2018) Pengaruh kualitas pelayanan terhadap kepuasan dan loyalitas pelanggan (survey pada pelanggan Surabaya drag race). Bachelor thesis, Universitas Pelita Harapan Surabaya.
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Abstract
Dewasa ini, ketatnya persaingan dalam berbagai sektor bisnis seperti sektor jasa tidak dapat dihindari lagi. sektor jasa guna mempertahankan pelanggan agar memperoleh kepuasan dan loyalitas yang tinggi,dibutuhkan strategi yang dapat diimplementasikan oleh pihak perusahaan. Salah satu strategi yang penting adalah memberikan kualitas pelayanan yang prima dan promosi. Persaingan dalam dunia bisnis menuntut tempat tempat wisata atau hiburan di kota Surabaya untuk mampu membaca peluang yang ada. Salah satunya adalah kenjeran park, tempat dimana Surabaya Drag Race membuat event setiap akhir pekan. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Kualitas Pelayanan dan Loyalitas Pelanggan terhadap Kepuasan Pelanggan. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Kualitas Pelayanan dan Loyalitas Pelanggan sehingga meningkatkan Kepuasan Pelanggan di Surabaya Drag Race Community. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengikuti event Surabaya Drag Race minimal 3 kali dalam 1 tahun. Hasil penelitian menunjukkan bahwa Kualitas Layanan dengan tingkat signifikan sebesar 0.000 berpengaruh signifikan terhadap Kepuasan Pelanggan; Kualitas Layanan dengan tingkat signifikan sebesar 0.000 juga mengartikan bahwa variabel tersebut juga berpengaruh signifikan terhadap Loyalitas Pelanggan. Sementara Kepuasan Pelanggan dengan tingkat signifikan sebesar 0.003 mempengaruhi Loyalitas Pelanggan secara signifikan / Todays, the tight competition in various business sectors such as the services sector can not be avoided anymore. service sector in order to retain customers in order to obtain satisfaction and high loyalty, required a strategy that can be implemented by the company. One important strategy is to provide excellent service quality and promotion. Competition in the business world requires a place of tourist attractions or entertainment in the city of Surabaya to be able to read opportunities that exist. One of them is kenjeran park, the place where the Surabaya Drag Race makes an event every weekend. This study aims to determine how the influence of Service Quality and Customer Loyalty to Customer Satisfaction. The expected benefits of this research is to increase the repertoire of science in the field of management, especially how much influence the Quality of Service and Customer Loyalty so as to improve Customer Satisfaction in Surabaya Drag Race Community. This research is a causal research. The research method used is quantitative method with data processing using AMOS. The data was collected by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, following the Surabaya Drag Race event at least 3 times in 1 year. The results showed that Quality of Service with a significant level of 0.000 significant effect on Customer Satisfaction; Quality of Service with a significant level of 0.000 also means that the variable also has a significant effect on Customer Loyalty. While Customer Satisfaction with a significant level of 0.003 affects Customer Loyalty significantly
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | Surabaya drag race; community; marketing; customer satisfaction; customer loyalty; service quality | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Rafael Rudy | ||||||||||||
Date Deposited: | 03 Jul 2023 06:49 | ||||||||||||
Last Modified: | 03 Jul 2023 06:49 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/56398 |
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