PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN HOKBEN PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

RIZKI, ZAHRO FIQIA (2020) PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN HOKBEN PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ZAHRO FIQIA RIZKI, The Influence of Service Quality and Customer Satisfaction on Customer Loyalty of Hokben Students, State University of Jakarta. This research was conducted in Jakarta, for 6 months from January to June 2020. The purpose of this study was to determine the effect of Service Quality and Customer Satisfaction on Hokben Customer Loyalty in Jakarta State University Students. The research method used by researchers is research methods, so that users used are all students of the State University of Jakarta. The sampling technique used was purposive sampling of 160 people. The resulting regression equation Ŷ = 3.064 + 0.221 X1 + 0.243 X2. The test requirements test is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and results in a significant increase. Because the level of significance of the three variables is> 0.05, it can be concluded that the data are usually distributed and can be used analytically. The regression linearity test of Y on X1, Y on X2 resulted in a significant linearity value, namely 0.000 <0.05, so it can be concluded that it has a linear relationship. Then the t test was carried out and the results were at Y1 X tcount = 4,314 t table = 1.655 and Y at X2 tcount = 6.818 and t table = 1.655. The value of the correlation coefficient between the service quality variable (X1) in terms of customer loyalty (Y) is 0.597 and the correlation coefficient value between the variable customer satisfaction (X2) and customer loyalty (Y) is 0.505. So, service quality has a positive and significant effect on customer loyalty, and has a positive and significant effect on customer satisfaction on customer loyalty. Thus, it can be concluded that there is a positive and significant influence between service quality and customer satisfaction on customer loyalty. The coefficient of Y determination on X1 is 0.357 which indicates that 35.7% of the customer loyalty variable is determined by service quality. Meanwhile, the remaining 64.3% is influenced by other factors. And the coefficient of determination Y at X2 is 0.255 which indicates that 25.5% of the customer loyalty variable is determined by customer satisfaction. Meanwhile, 24.5% is still influenced by other factors. Keywords: Customer Loyalty, Customer Satisfaction, Service Quality

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