ANALISIS PENGARUH KUALITAS PELAYANAN DAN PRODUK TERHADAP LOYALITAS PELANGGAN (STUDI PADA BANDENG JUWANA ELRINA GROUP SEMARANG)

MAFTUKHIN, MUHAMMAD (2014) ANALISIS PENGARUH KUALITAS PELAYANAN DAN PRODUK TERHADAP LOYALITAS PELANGGAN (STUDI PADA BANDENG JUWANA ELRINA GROUP SEMARANG). Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

Consumer is a person or a group of individuals who have an urgent role for the company. This is due to the existence of consumers have access to the existence of the product in the market so that all company activities will be pursued in order to position the product to be accepted by consumers. Consumers and customers is a major partner for marketers, the importance of customer loyalty in marketing no doubt. Customer loyalty has an important role in a company, they retain significant increase financial performance and maintain the viability of the company. Many factors can affect customer loyalty, but in this study were analyzed with the quality of service and product quality. The purpose of the study was to analyze the influence of the quality of service and product quality to customer loyalty. The population in this study is customers Toko Bandeng Juwana elrina Jl. Pandanaran, No. 57, Semarang. The samples in this study were 100 customers. Data used in this study is primary data. Methods of data collection by questionnaire spreads to customers. Mechanical analysis of wear test instruments, multiple linear regression, t - test, test - F and the coefficient of determination. The results of this study indicate that: Quality of care and significant positive effect on customer loyalty. Quality products and a significant positive effect on customer loyalty. Quality of service and product quality and significant positive effect on customer loyalty.

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