PENGARUH KUALITAS LAYANAN DAN KEPUASAN ANGGOTA TERHADAP LOYALITAS ANGGOTA (Studi Kasus pada KPRI Sumber Rejeki Betro Sedati Sidoarjo)

Qodari, Ahmad Nazal Haqqul (2016) PENGARUH KUALITAS LAYANAN DAN KEPUASAN ANGGOTA TERHADAP LOYALITAS ANGGOTA (Studi Kasus pada KPRI Sumber Rejeki Betro Sedati Sidoarjo). Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas layanan dan kepuasan konsumen terhadap loyalitas anggota (studi kasus pada KPRI Sumber Rezeki Betro Sedati Sidoarjo). Penelitian ini pada sebanyak 100 orang responden yang merupakan anggota KPRI Sumber Rezeki. Teknik analisis yang digunakan adalah uji validitas, reability, analisis regresi linier berganda, koefisien determinasi, uji F dan uji t. Berdasarkan hasil penelitian diketahui secara parsial kualitas layanan dan kepuasan konsumen berpengaruh terhadap loyalitas anggota, karena mempunyai nilai t itu yang lebih besar dari t table yaitu : 2,129 >1,985, demikian pula kepuasan anggota secara parsial berpengaruh terhadap loyalitas anggota, karena mempunyai nilai t hitung yang lebih besar dari t table yaitu sebesar : 9,304>1,985. Berdasarkan hasil pengujian diketahui bahwa kepuasan konsumen mempunyai pengaruh dominan terhadap loyalitas anggota karena mempunyai nilai t hitung yang lebih besar dibanding kualitas layanan. Berdasarkan hasil penelitian juga diketahui bahwa kualitas layanan dan kepuasan konsumen secara simultan berpengaruh terhadap loyalitas anggota, hal ini dibuktikan dengan hasil uji F yang menjukkan nilai F hitung yang lebih besar dari F table yaitu: 65,245>3,090. KPRI Sumber Rezeki sebaiknya terus meningkatkan kualitas layanan yang diberikan kepada karyawannya, serta meningkatkan kepuasan konsumen, karena dari hasil penelitian terbukti bahwa kualitas pelayanan dan kepuasan anggota secara simultan maupun parsial berpengaruh terhadap loyalitas anggota. KPRI Sumber Rezeki Betro Sedati Sidoarjo sebaiknya lebih meningkatkan kepuasan konsumen, karena hasil penelitian menunjukkan bahwa kepuasan anggota berpengaruh dominan terhadap kinerja karyawan.

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