Pengaruh Kualitas Pelayanan Dan Keputusan Terhadap Loyalitas Pelanggan

(Studi Kasus Pada Café : Kofi Di Kampung Yadika Bangil)

Abstract

The focus of this research is the influence of service quality and satisfaction on customer loyalty with a case study in “Café : Kofi” Bangil. This research method is quantitative, the subject of this study are customers of “Café : Kofi” Bangil. The sampling technique used was purposive sampling. With a total of 60 respondents. The result show multiple liniear regression test Y + 0,180 + 0,041 + 0,941 + e. shows that the influence of service quality variables is 0,041 an the effect of satisfaction variables is 0,941. Thus the more dominant variable influencing customer loyalty is the satisfaction variable. T-test results indicate that the service quality variable (X1) has no partial effect and is not significant. While the satisfaction variable is partially significant. Test the coefficient of determination R² obtained 0,899 or 89,9% this means that customer loyalty is influenced by satisfaction variables.

 Keywords : Quality Of Service, Satisfaction