PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA TOKO ZAHRA BURSA KERUDUNG GARUT

Abstract

This study aims to determine how much influence service quality has on customer loyalty. The research method used is a quantitative method using a descriptive and associative approach. The population in the study uses the Slovin formula with e = 10% obtained a total of 94. The sampling technique used is probability sampling through the incidental sampling technique. The data collection technique used is a questionnaire. The analysis techniques used in this study are instrument testing (validity and reliability testing), correlation coefficient testing, determination coefficient testing, hypothesis testing. Calculations are assisted by using the SPSS version 27 software program.

The results of the Spearman Rank correlation coefficient test obtained an interpretation that service quality has a strong influence on customer loyalty, with an r value of 0.867 which is between the coefficient interval of 0.80-1000 that indicates a strong relationship between service quality and customer loyalty. and the determination coefficient value of 74.8% indicates that service quality influences customer loyalty, while 25.2% is influenced by other factors not examined in this study. And from the results of the t test related to service quality on customer loyalty, the calculated t value was 16.660> t table 1.986 with a significant value of 0.000<0.05 indicating that H₀ is rejected and H₁ is accepted, which means that service quality has a positive and significant effect on customer loyalty.