PENGARUH EXCELLENT SERVICE TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN (Survei pada Pelanggan Pizza Hut Malang Town Square)

Authors

  • Annisa Mirandha Hapsari

Abstract

The objectives of this research are to analize (1) the influence of Excellent Service on Customer Satisfaction; (2) the influence of Excellent Service on Customer Loyalty; and (3) the influence of Customer Satisfaction on Customer Loyalty. Research type is explanatory research with quantitative approach. The sample are 116 respondents who are the customers of Pizza Hut at Malang Town Square. Sampling technique is purposive sampling. Data were collected by distributing the questionnaire. Data analysis techniques include descriptive analysis and path analysis. Result of the research indicates that (1) Excellent Service (X) is significantly influencing customer satisfaction (Y1); (2) Excellent Service (X) is not significantly influencing customer loyalty (Y2); and (3) customer satisfaction (Y1) is significantly influencing customer loyalty (Y2). Keywords: excellent service, customer satisfaction, customer loyality ABSTRAK Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Excellent Service terhadap Kepuasan Pelanggan; (2) pengaruh Excellent Service terhadap Loyalitas Pelanggan; dan (3) pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan.Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan pelanggan Pizza Hut Malang Town Square. Teknik pengambilan sampel menggunakan teknik puposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah menyebar kuesioner. Analisis data yang digunakan yaitu analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian ini diketahui bahwa: (1) variabel excellent service berpengaruh signifikan terhadap variabel kepuasan pelanggan; (2) variabel excellent service berpengaruh tidak signifikan terhadap variabel loyalitas pelanggan; (3) variabel kepuasan pelanggan berpengaruh signifikan terhadap variabel loyalitas pelanggan.   Kata Kunci: excellent service, kepuasan pelanggan, loyalitas pelanggan

Downloads

Published

2015-01-30

Issue

Section

Articles