The influence of service quality towards customer loyalty at PT Dharma Jaya Kimia Pratama

Falencia, Vallery (2021) The influence of service quality towards customer loyalty at PT Dharma Jaya Kimia Pratama. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the effect of service quality on customer loyalty at PT Dharma Jaya Kimia Pratama. The decrease in customer loyalty at PT Dharma Jaya Kimia Pratama can be seen from the decrease in consumers in the company and complaints that occur from the quality of service. Descriptive and causal studies were used to analyze a sample of 103 customers. Respondents were customers of PT Dharma Jaya Kimia Pratama who were taken using probability sampling criteria using simple random sampling. The distribution of the questionnaires has passed the validity and reliability tests. The results of the coefficient of determination test show 45.9 % that service quality affects customer loyalty at PT Dharma Jaya Kimia Pratama. For this reason, it can be suggested to improve existing services from employees by speaking politely to customers, providing facilities when meeting customers such as providing snacks when customers visit the company, giving a smile to each customer, then trying to explain any product specifications well to customers companies to provide. product variations to consumers, such as what can be done, namely by providing products that are inexpensive but with more ordinary quality or provide products that are expensive but have good quality. In addition, facilities are needed to increase consumer loyalty./Tujuan penelitian ini adalah untuk menguji pengaruh kualitas pelayanan terhadap loyalitas pelanggan pada PT Dharma Jaya Kimia Pratama.Penurunan loyalitas pelanggan di PT Dharma Jaya Kimia Pratama terlihat dari penurunan konsumen di perusahaan dan komplain yang terjadi dari kualitas pelayanan. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 103 pelanggan.Responden adalah pelanggan PT Dharma Jaya Kimia Pratama yang diambil dengan menggunakan kriteria probability sampling dengan menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Hasil uji koefisien determinasi menunjukkan 45.9 bahwa kualitas pelayanan berpengaruh terhadap loyalitas pelanggan pada PT Dharma Jaya Kimia Pratama Untuk itu dapat disarankan meningkatkan pelayanan yang ada dari karyawan dengan cara berbicara yang sopan kepada pelanggan, memberikan fasilitas saat bertemu pelanggan seperti memberikan snack saat pelanggan berkunjung ke perusahaan, memberikan senyuman kepada setiap pelanggan, kemudian berusaha menjelaskan setiap spesifikasi produk dengan baik kepada pelanggan perusahaan untuk memberikan variasi produk kepada konsumen, seperti yang dapat dilakukan yaitu dengan memberikan produk yang murah namun dengan kualitas yang lebih biasa atau memberikan produk yang mahal namun memiliki kualitas yang baik. Selain itu, diperlukan fasilitas untuk meningkatkan loyalitas konsumen.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Falencia, ValleryNIM03011170145valleryyfalenciaa@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDepari, Genesis SembiringNIDN0325019201genesisnew12@gmail.com
Uncontrolled Keywords: service quality, customer loyalty, PT Dharma Jaya Kimia Pratama
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11776 not found.
Date Deposited: 19 Aug 2021 07:37
Last Modified: 18 Jan 2022 03:22
URI: http://repository.uph.edu/id/eprint/41462

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