Efek Harga, Kualitas Pelayanan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan PT. Prodia Widyahusada cabang Batam

Abstract

This study aims to examine and analyze the effect of price, service quality, customer satisfaction on customer loyalty at PT. Prodia Widyahusada Batam Branch. Data collection was carried out by distributing questionnaires to 96 customers of PT. Prodia Widyahusada Batam Branch. The sampling technique used is the questionnaire method and the reliability test data testing technique with Cronbach's Alpha. Classical assumption test and multiple linear regression analysis, to test and prove the research hypothesis. The results of the analysis show that price, service quality and customer satisfaction have a positive and significant effect on customer loyalty. Hypothesis testing using the t test shows that the variables of price, service quality and customer satisfaction that have been studied have a significant effect on customer loyalty variables. Then through the F test, it can be seen that the variables of price, service quality and customer satisfaction have a significant effect on customer loyalty together. The Rsquare number of 0.358 indicates that 35.8 percent of the variation in customer loyalty can be explained by one independent variable used in the regression equation. While the remaining 64.2 percent is explained by other variables outside the variables used in this study