Pramestya, Nadya Gusty (2023) Pengaruh Kualitas Layanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Plasa Telkom Kepanjen. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to analyze the effect of service quality and customer satisfaction simultaneously on customer loyalty, analyze the effect of service quality partially on customer loyalty, analyze the effect of partial customer satisfaction on customer loyalty, and analyze the variables between service quality and customer satisfaction that have a dominant effect, on customer loyalty. The population in this study was 260 customers, 20% of the 260 samples were taken, so a selection of 52 respondents was obtained. The sampling technique used is the Accidental Sampling method. Data analysis technique using multiple regression analysis.
The results of the analysis show that service quality and customer satisfaction simultaneously influence customer loyalty. Service quality partially affects customer loyalty. Customer satisfaction partially affects customer loyalty. Customer satisfaction dominant influence on customer loyalty.

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