THE EFFECT OF SERVICE QUALITY TOWARDS CUSTOMER LOYALTY AT PT FENDY JAYA MANDIRI (ROYAL HOLIDAY) MEDAN

Dickson, Dickson (2020) THE EFFECT OF SERVICE QUALITY TOWARDS CUSTOMER LOYALTY AT PT FENDY JAYA MANDIRI (ROYAL HOLIDAY) MEDAN. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (963kB)
Preview	Text (Abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (234kB) | Preview
	Text (ToC) ToC.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (745kB)
Preview	Text (Chapter1) Chapter1.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (481kB) | Preview
	Text (Chapter2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (479kB)
	Text (Chapter3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (788kB)
	Text (Chapter4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (811kB)
	Text (Chapter5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (355kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (454kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

In this era of technology, Travel agency need to find out how to keep their customer to keep on choosing them by providing service quality that are good and suitable for their customer could crucial in keeping their customers loyal. In this paper, service quality indicators are reliability, responsiveness, assurance, reality, and empathy. While customer loyalty indicators are make repeat purchases regularly, buying products and services between the lines, refer to others, and show resistance to the pull of competitors. The research method used in this research is descriptive quantitative and causal approach. The research took 124 people from Royal Holiday, Medan customers, by using regression analysis method by SPSS. The data of this research was analyzed by using validity test and reliability test, normality test, heteroscedasticity test, linearity test, linear regression analysis, determination test and hypothesis test (t-test). The validity test and reliability test show that all the data are valid and reliable. The result of normality test and heteroscedasticity test show that the variables are normally distributed and there is no heteroscedasticity. The linearity test also met the requirement. The linear regression one unit of service quality variables will cause a decrease in customer loyalty of 2,035 units. Service quality regression coefficient of 0.865 shows that service quality has a positive influence on customer loyalty. The result of determination test shows service quality effect customer loyalty by 77.3%, while hypothesis developed that service quality has effect on customer loyalty at PT PT Fendy Jaya Mandiri (Royal Holiday), Medan. Service Quality is not only the factor that effect customer loyalty, there are other factor that have effect on customer loyalty that are not included in this research which is promotion / Di era teknologi ini, biro perjalanan perlu mencari tahu bagaimana cara mempertahankan pelanggan mereka untuk tetap memilih mereka dengan memberikan kualitas layanan yang baik dan cocok untuk pelanggan mereka yang bisa sangat penting dalam menjaga pelanggan mereka setia. Dalam tulisan ini, indikator kualitas layanan adalah reliability, responsiveness, assurance, reality, and empathy. Sementara indikator loyalitas pelanggan make repeat purchases regularly, buying products and services between the lines, refer to others, and show resistance to the pull of competitors. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kuantitatif dan pendekatan kausal. Penelitian ini mengambil 124 orang dari pelanggan Royal Holiday, Medan, dengan menggunakan metode analisis regresi oleh SPSS. Data penelitian ini dianalisis dengan menggunakan uji validitas dan uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji linieritas, analisis regresi linier, uji determinasi, dan uji hipotesis (uji-t). Uji validitas dan uji reliabilitas menunjukkan bahwa semua data valid dan dapat diandalkan. Hasil uji normalitas dan uji heteroskedastisitas menunjukkan bahwa variabel berdistribusi normal dan tidak ada heteroskedastisitas. Tes linearitas juga memenuhi persyaratan. Regresi linier satu unit variabel kualitas layanan akan menyebabkan penurunan loyalitas pelanggan 2.035 unit. Koefisien regresi kualitas layanan sebesar 0,865 menunjukkan bahwa kualitas layanan memiliki pengaruh positif terhadap loyalitas pelanggan. Hasil uji determinasi menunjukkan kualitas layanan berpengaruh terhadap loyalitas pelanggan sebesar 77,3%, sedangkan hipotesis dikembangkan bahwa kualitas layanan berpengaruh terhadap loyalitas pelanggan di PT Fendy Jaya Mandiri (Royal Holiday), Medan. Kualitas Layanan tidak hanya faktor yang mempengaruhi loyalitas pelanggan, ada faktor lain yang berpengaruh terhadap loyalitas pelanggan yang tidak termasuk dalam penelitian ini yaitu promosi.

Actions (login required)

View Item