HUBUNGAN ANTARA SUASANA TOKO DAN KUALITAS PELAYANAN DENGAN LOYALITAS PELANGGAN TIPTOP RAWAMANGUN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN BISNIS DI UNIVERSITAS NEGERI JAKARTA

WAHYU, HANGGORO M (2018) HUBUNGAN ANTARA SUASANA TOKO DAN KUALITAS PELAYANAN DENGAN LOYALITAS PELANGGAN TIPTOP RAWAMANGUN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN BISNIS DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

WAHYU HANGGORO M, The Relationship Between Store Atmosphere and Service Quality with Customer Loyalty TipTop Rawamangun on Students Study Program Bussines Education Faculty of Economics in States University of Jakarta. This research was conducted on the Students Study Program Bussines Education Faculty of Economics at State University of Jakarta, for four months from October 2017 until January 2018. The purpose of this research is to know the relationship between store atmosphere with customer loyalty and the relationship between service quality with customer loyalty tiptop to students Course of Business Administration Education at Jakarta State University. The research method used is survey method with correlational approach. The sampling technique used is purposive sampling technique of 110 people. The resulting regression equation is Ŷ = 39,478 + 0,698X1and Ŷ =40,699+ 0,620X2. Test requirement analysis that is test of normality (Normality Test) using Kolmogorov Smirnov with test result that is customer loyalty significance (variable Y) equal to 0,781 with Asymp. Sig. (2-tailed) of 0.575. For store atmosphere significance (variable X1) of 0.664 with Asymp. Sig. (2-tailed) of 0.770 and service quality significance (variable X2) of 0.722 with Asymp. Sig. (2-tailed) of 0.675. Because the data has a significance greater than 0.05 it can be concluded that the data is normally distributed. Pearson Product Moment correlation coefficient produces rxy = 0,637 with signification or sig value. (2-tailed) of 0,000 for store atmosphere (X1 variable) with customer loyalty (Y variable) and rxy = 0.614 with significance or sig value. (2-tailed) of 0,000 for service quality (variable X2) with customer loyalty (Y variable). Because it has a significance smaller than 0.05 it can be concluded that there is a positive and significant relationship. The next stage was t-tested and generated tc 8,952> ttable 1,984 for X1 with Y and tct 8,075> ttable 1,984 for X2 with Y. Thus, it can be concluded that t-test result is that there is a positive and significant relationship. The coefficient of determination obtained by 40,1% indicating 40,1% variable customer loyalty is determined by the store atmosphere and 37,6% which shows that 37,6%variable customer loyalty is determined by service quality. Key word: Store Atmosphere, Service Quality, Customer Loyalty.

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