PENGARUH KUALITAS PELAYANAN, HARGA DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DI CV FAJAR GEMILANG MOTOR CIBITUNG

Abstract

In this era of increasingly competitive competition, every company is increasingly aware of the importance of aspects of customer loyalty to ensure business continuity. Factors that influence customer loyalty are service quality, price and customer satisfaction. In this study aims to analyze the effect of service quality, price and customer satisfaction on CV. Fajar Gemilang Motor Cibitung. The variables studied in this study consisted of Service Quality (X1), Price (X2), Customer Satisfaction (X3) as independent variables, and Customer Loyalty (Y) as dependent variables Analysis of data using multiple linear regression to determine the significance of each independent variable on the dependent variable. This analysis includes Test Validity, Reliability Test, Multiple Regression Analysis, and Hypothesis Test through F Test and t Test, as well as analysis of the Determination Coefficient (R²). The population and sample in this study were customers who were serviced by CV Fajar Gemilang Motor Cibitung with a total sample of 80 respondents. The sampling technique used was purposive sampling. Based on the results of the study show that service quality and price have no significant effect on customer loyalty, and customer satisfaction variables have a significant effect on customer loyalty at CV Fajar Gemilang Motor Cibitung. This can be a special concern for companies in increasing customer satisfaction and can also provide better services to be able to increase sales in order to increase customer loyalty.