The Effect of Service Quality and Customer Satisfaction on Customer Loyalty on Kiki Rizky Furniture
DOI:
https://doi.org/10.32528/issh.v3i1.447Keywords:
service quality, customer satisfaction, customer loyaltyAbstract
Competition in the business world is experiencing development followed by increasingly competitive competition. This development makes business actors have to pay attention to customer loyalty, because customer loyalty is one of the factors to maintain business continuity. Customer loyalty relates to the quality of service and satisfaction experienced by customers. This study was conducted to analyze the effect of service quality and customer satisfaction on customer loyalty. This research is a quatitative research with a causal associative type. The population in this study was 100 respondents. The sampling technique in this study used purposive sampling. The analysis method used multiple linear regression analysis with the help of SPSS 26 software. From the entire hypothesis has a positive influence on customer loyalty with a value of 0.027 for service quality and 0.440 for customer satisfaction. The results of the F test show that service quality and customer satisfaction have a simultaneous effect on customer loyalty, with a Fcalculate of 31.872 which is greater than the value of Ftabel with a significance value of 0.000 less than 0.05. The results of the T test show that the Tcalculate value of service quality is 2.125 which has a value greater than Ttabel with a significance value of 0.037 less than 0.05 and a Tcalculate value of customer satisfaction of 7.746 which is greater than the Ttabel value with a significance value of 0.000 is smaller than 0.05. So it can be concluded that the results of the T Test show that service quality and customer satisfaction have a partial effect on customer loyalty. It is known that RSquare is 0.453 which means the contribution of service quality and customer satisfaction in influencing
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