PDF Get rights and content
Articles | 2023-10-31

Influence of Service Quality and Customer Satisfaction Analysis on Consumer Loyalty

Rezky Nurbakti, Bambang Supriyadi, Djoko Surahmat, Miska Irani Tarigan, Ade Perdana Siregar
Quantitative Economics and Management Studies, Vol. 4 No. 5 (2023), pp. 1025-1035 https://doi.org/10.35877/454RI.qems1953 Published: 2023-10-31
Get Permissions

Abstract

The purpose of this research is to analyze the effect of service quality and customer satisfaction on customer loyalty in one of the companies engaged in the hospitality services sector in the city of Yogyakarta. The type of research used in this study uses a quantitative associative research method, namely, the research conducted aims to determine the influence or relationship between the independent variables on the dependent variable. The data source used in this study uses primary data obtained through observation and the results of questionnaire answers that have been filled out by consumers who have stayed at one of the hotels in the city of Yogyakarta with the population used in this study, namely guests who have visited and stayed with the number of samples used by 100 people. Data analysis in this study used SPSS software by conducting hypothesis testing consisting of a coefficient of determination test (R-square) and a partial t test. Based on the results of the data analysis that has been carried out in the first hypothesis (H1), which states that service quality has a positive and significant effect on consumer loyalty, the t-count value of 6,915 is greater than the t-table value, which is 1,661, testing the second hypothesis (H2), which states that customer satisfaction has a positive and significant effect on consumer loyalty, the t-count value of 6,642 is greater than the t-table value, which is 1,661. which means that service quality and customer satisfaction have a positive and significant effect on consumer loyalty, while the R-square value obtained is 0.655, which states that the variables of service quality and customer satisfaction affect consumer loyalty by 65.50%, and the remaining 34.50% is influenced by other variables.

Keywords

service quality, customer satisfaction, customer loyalty

References (57)

  1. Aleron, B., dan Nurhadi. (2022). Pengaruh Kualitas Layanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pengguna Jasa Ekspedisi J&T Express Yang Dimoderasi Oleh Garansi. Jurnal Ekonomi, Manajemen dan Akuntansi, 24(2), 375-385
  2. Annas, A. N., Arifin, R., dan Hufron, M. (2019). Pengaruh Fasilitas dan Lokasi Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Intervening (Studi Kasus Konsumen Awi Futsal Laok Jang-jang, Sumenep. Jurnal Riset Manajemen, 8(5), 43-61
  3. Aprileny, I., dan Jayanti, A. E. (2019). Pengaruh Kualitas Pelayanan, Harga dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Di Tip Top Swalayan Pondok Bambu. Jurnal Akuntansi dan Manajemen, 16(2), 237-254
  4. Aramita, F., Endang, S. R., and Beby, K. F. S. (2018). The Effect of Service Quality on Satisfaction and Impact on Loyalty User Transportation Service CV. Sempati Star Medan-Banda Aceh. Advances in Economics, Business and Management Research, 46, 390-395
  5. Arrosadi, A. H., Dian, M. V., dan Ivo, N. (2022). Pengaruh Kualitas Pelayanan, Kepercayaan dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan. Manager: Jurnal Ilmu Manajemen, 5(3), 314-328
  6. Damaiyanti, A., Siti, K. H., dan Meilin, V. (2023). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Manajemen, 11(2), 125-136
  7. Fakhri, R. (2022). Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Toko Buku Fadira Pekanbaru. Riau Economics and Business Review, 13(2), 290-298
  8. Febrianto, H., dan Ramayani, Y. (2021). Pengaruh Kualitas Pelayanan dan Kepuasan Nasabah Terhadap Loyalitas Nasabah di Bank Mandiri KCP Jamika Bandung. Ekonomis: Journal of Economics and Business, 5(2), 401-406
  9. Finnora, E., dan Ismail, R. (2017). Pengaruh Kualitas Layanan dan Citra Perusahaan Terhadap Kepuasan Nasabah. Jurnal Manajemen Bisnis Krisnadwipayana, 5(2), 1-12
  10. Herdalena, M. (2019). Pengaruh Kualitas Layanan, Variasi Produk, dan Persepsi Harga Terhadap Switching Intention. Banda Aceh: Universitas Islam Negeri Ar-Raniry

How to Cite

Nurbakti, R., Supriyadi, B., Surahmat, D., Tarigan, M. I., & Siregar, A. P. (2023). Influence of Service Quality and Customer Satisfaction Analysis on Consumer Loyalty. Quantitative Economics and Management Studies, 4(5), 1025–1035. https://doi.org/10.35877/454RI.qems1953