PENGARUH PERCEIVED SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA CV BEUTARI ALUMINDO

M. Arief Setia Budi, Muhammad Andi, Aiyub Saputra

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh perceived service quality dan customer satisfaction terhadap customer loyalty baik secara parsial maupun simultan pada CV Beutari Alumindo. Penelitian ini menggunakan pendekatan kuantitatif. Metode analisis yang digunakan adalah analisis regresi linear berganda dengan menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa secara parsial perceived service quality berpengaruh terhadap customer loyalty. Customer satisfaction secara parsial juga berpengaruh terhadap customer loyalty . Secara simultan perceived service quality dan customer satisfaction berpengaruh terhadap customer loyalty.


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DOI: https://doi.org/10.37598/jsi.v1i1.1476

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