Pengaruh Kepercayaan Merek (Brand Trust), Kualitas Pelayanan dan Lokasi Terhadap Loyalitas Konsumen Pada Usaha Jasa Klinik Kecantikan Mitra Sehat di Kabupaten Lamongan. (The Influence of Brand Trust, Service Quality and Location on Consumer Loyalty in the Mitra Sehat Beauty Clinic Services Business in Lamongan Regency).

Pratiwi, Meyliza Maya (2023) Pengaruh Kepercayaan Merek (Brand Trust), Kualitas Pelayanan dan Lokasi Terhadap Loyalitas Konsumen Pada Usaha Jasa Klinik Kecantikan Mitra Sehat di Kabupaten Lamongan. (The Influence of Brand Trust, Service Quality and Location on Consumer Loyalty in the Mitra Sehat Beauty Clinic Services Business in Lamongan Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Kepercayaan Merek (Brand Trust), Kualitas Pelayanan, dan Lokasi Terhadap Loyalitas Konsumen pada Usaha Jasa Klinik Kecantikan Mitra Sehat di Kabupaten Lamongan. Adapun Populasi yang digunakan dalam penelitian yaitu konsumen yang pernah berkunjung dan menggunakan jasa Klinik Kecantikan Mitra Sehat berjumlah 100 responden dengan menggunakan metode Accidental Sampling adalah metode penentuan sampel berdasarkan kebetulan, yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sampel. Berdasarkan hasil penelitian ditemukan bahwa masing masing pernyataan dari presepsi responden r hitung > r tabel yaitu 0,1966 maka seluruh variabel dinyatakan valid, hasil regresi linier berganda Y = 11,564 + 0,517 X1+ 0,362 X2+ 0,130 X3+ e Koefisien regresi tersebut bernilai positif, maka pengaruh variabel independent Kepercayaan Merek (Brand Trust)(X1), Kualitas Pelayanan(X2), dan Lokasi(X3) terhadap variabel dependent Loyalitas Konsumen(Y) adalah positif. Pengujian hipotesis menggunakan uji t yang menunjukkan bahwa ketiga variabel independent Kepercayaan Merek (Brand Trust)(X1), Kualitas Pelayanan(X2), dan Lokasi(X3) berpengaruh signifikan terhadap variabel dependent Loyalitas Konsumen(Y). Kemudian dalam uji F dapat diketahui nilai F sebesar 80,789 > F tabel sebesar 2,70 dan signifikan sebesar 0,000 Kepercayaan Merek (Brand Trust)(X1), Kualitas Pelayanan(X2), dan Lokasi(X3) berpengaruh signifikan secara bersama–sama (simultan) terhadap Loyalitas Konsumen(Y). Pada Usaha Jasa Klinik Kecantikan Mitra Sehat di Kabupaten Lamongan.

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