TA DIGITAL
Pengaruh kualitas pelayanan terhadap kepuasan pelanggan serta pengaruh kepuasan pelanggan tersebut terhadap loyalitas pelanggan jasa service bengkel pada PT Astra International Tbk-Isuzu Semarang
The purpose of the study is to know the influence of service quality toward customer satisfaction and to know the influence of customer satisfaction toward customer loyalty. In this project, sample were 100 respondents that taken by using purposive sampling and data collection method in this research using quistionnaire, observation, and literature study. The techniques of analysis were the examination of validity, reliability, simple regression, t-test, and determination coefficient by using “SPSS 22.0” in this study.
Based on the result of linier regression analysis could be shown by the regression equation Y=0,186+1,008X for service quality toward customer satisfaction and the coefficient of determination was 0,738. It means 73,8% customer satisfaction is influence by service quality. And regression equation Y=0,345+0,923X for customer satisfaction toward customer loyalty and the coefficient of determination was 0,609. It means 60,9% customer loyalty is influenced by customer satisfaction. According to the data analysis it would be known that the service quality had a significant influence on customer satisfaction, and customer satisfaction had a significant influence on customer loyalty.
Keyword: service quality, customer satisfaction, customer loyalty
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