THE INFLUENCE OF CUSTOMER SATISFACTION TOWARD CUSTOMER LOYALTY OF FILMA'S MARGARINE ( A STUDY CASE OF PT SMART TBK IN WEST JAKARTA)

Abstract

The objective of this research is to analyze the influence of customer satisfaction towards customer loyalty of Filma’s margarine PT Smart Tbk in West of Jakarta. Quantitative method is used in this research. Quantitative method includes validity and reliability test, descriptive analysis, classical assumption test and multiple regression analysis to test the hypothesis through coefficient of determination (R²), F-test, and T-test. The researcher is focused on customer of Filma’s margarine in West of Jakarta who is ever bought and used Filma’s margarine. In this research, data were collected through questionnaire to 100 respondents and additional 30 respondents for the pre-test using purposive sampling method. The result of the analysis found that from the three dimensions of price, product quality, and service quality has partial significant influence toward customer loyalty. Then, through the F test, the three dimensions of customer satisfaction have simultaneous significant influence toward customer loyalty with the adjusted R² of 0.752 which means there is 75.2% of customer loyalty can be explained by three independent variables, and the rest 24.8% is influenced by other variables that are not examined in this research.