Pengaruh Kualiatas Layanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Cv Sarana Utama Cargo

Saputra, Kresna Bambang Adi (2024) Pengaruh Kualiatas Layanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Cv Sarana Utama Cargo. Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

ABSTRAK PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA CV SARANA UTAMA CARGO Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh kualitas layanan dan kepuasan pelanggan terhadap loyalitas pelanggan. Dengan mengoptimalkan ketiga variabel tersebut diharapkan pelanggan CV Sarana Utama Cargo dapat meningkat. Responden dalam hal ini penelitian adalah pelanggan CV Sarana Utama Cargo yang berjumlah 100 orang. Data dikumpulkan dari responden menggunakan kuesioner, kemudian data diolah dan dianalisis menggunakan program statistik SPSS. Teknik analisis data meliputi uji validitas, uji reliabilitas, asumsi klasik dan regresi linier berganda. Hipotesis penelitian ini adalah diverifikasi dengan menerapkan dalam bentuk uji-t dan uji-F. Secara parsial hasil penelitian ini menunjukkan bahwa variabel kualitas layanan (X1) berpengaruh signifikan terhadap loyalitas pelanggan (Y). Hal ini dapat dilihat dari nilai t hitung 5,796 > nilai t tabel 1,984 dan nilai signifikasi 0,000 < 0,05 dan variabel kepuasan pelanggan (X2) berpengaruh signifikan terhadap loyalitas pelanggan (Y). Hal ini dapat dilihat dari nilai t hitung dan nilai signifikasi yang dihasilkan oleh uji hipotesis sebelumnya. Nilai t hitung 4,139 > nilai t tabel 1,984 dan nilai signifikasi 0,000 < 0,05, maka dapat disimpulkan bahwa secara parsial kualitas pelayanan (X1) dan kepuasan pelanggan (X2) berpengaruh terhadap loyalitas pelanggan (Y). Dan secara simultan nilai F hitung sebesar 57,377 > F tabel 3,90 dengan signifikansi sebesar 0,000, maka dapat disimpulkan bahwa secara simultan kualitas pelayanan (X1) dan kepuasan pelanggan (X2) berpengaruh terhadap loyalitas pelanggan (Y). Kata Kunci: Kualitas Layanan, Kepuasan Pelanggan Dan Loyalitas Pelanggan

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