PENGARUH KUALITAS LAYANAN, KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DI AHASS SETIO MOTOR JOMBANG

Abstract

ABSTRACT
The condition of the Indonesian economy in general shows significant improvement and improvement. Every company is always trying to survive in the flow of business competition, it needs various quality improvement from within the company to be able to compete fairly and healthy in order to achieve the goals of each company. During this service quality is considered as an important factor in creating consumer satisfaction that ultimately fosters loyalty in consumers. Building service quality and managing consumer emotional responses are fundamental to the establishment of service loyalty. Quality of service affects customer satisfaction so it becomes a response to the consumer for what has been received. The higher the quality of service provided the higher the loyalty given. This study aims to determine the effect of service quality on customer loyalty through satisfaction in Ahass Setio Motor Jombang. From this research is expected to know: 1] Influence of service quality to customer loyalty; 2] Effect of service quality on satisfaction; 3] The effect of satisfaction on customer loyalty; 4] Effect of service quality on customer loyalty through satisfaction.
The variables used in this study are Quality of Service (X), Satisfaction (Z), Customer Loyalty (Y). The population in this study is a regular customer of Ahass Setio Motor in April to May 2017 which amounted to 223 people. The sampling technique used is Simple Random Sampling by using Slovin formula which yield 69 respondents. The data for this research use primary data in the form of questionnaire, the data is then analyzed by using path analysis technique.
The results obtained from this study is the quality of service has no significant effect on customer loyalty directly, but the quality of service has a significant effect on customer loyalty through satisfaction.

Keywords: Quality of Service, Satisfaction, Customer Loyality