Pengaruh Promosi, Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan PT. Sakura Jaya Solusi

Sumarni Sumarni, Andik Rusdi D.

Abstract


Customer loyalty is a top priority in this study because the level is getting sharper among
service companies in Indonesia. the main thing is that the company can survive, compete and
dominate the market, promotion and service quality must be improved. Service companies must
pay attention to the things that are considered important by customers. So that customers feel
satisfied and do not switch to other companies that are similar or their substitutes. So this study
aims to determine the effect of promotion, service quality and customer satisfaction and its impact
on customer loyalty at PT. Sakura Jaya Solusi.
The data used in this study are primary data collected from questionnaires that have been
distributed and filled out by customers. Methods of data processing using the method of path
analysis (Path Analysis) with the help of analysis tools SPSS Version 20.0.
The results showed simultaneously the promotion variable, service quality and customer
satisfaction had a positive and significant effect on customer loyalty. Partially shows that there is
a positive and significant effect between promotion on customer satisfaction. There is a positive
and significant influence between service quality on customer satisfaction. There is a positive and
significant influence between promotion on customer loyalty. There is a positive and significant
influence between service quality on customer loyalty.
Keywords: Effect of Promotion, Service, Customer Satisfaction, and Customer loyalty


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