FAQIH, ABDULLAH (2018) PENGARUH KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN DI PT. ASURANSI TRI PAKARTA CABANG SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
This research was conducted to find out the influence of service quality and promotion in fulfilling customer satisfaction and I’ts impact on loyalty at PT. Insurance Tri Pakarta Branch Surabaya. The purpose of this research is to know the influence of the variables directly between the service quality and promotion variables on loyalty variable, influence indirectly between service quality and promotion variables on the variable of loyalty through customer satisfaction variable as intervening variable. The research was conducted using a quantitative approach, that is, research that focuses on testing hypotheses by statistical methods of analysis tools and produce conclusions. This research population is 200 person is an customer of PT. Insurance Tri Pakarta Branch Surabaya samples a number of 80 person use random sampling. Method of data collection documentation and questionnaires, analysis method that’s instrument test (validity and reliability test), descriptive percentage analysis, a classic assumption test, the coefficient of determination (R2) test, t-test, and path analysis using SPSS 21.0 for windows. Based on the results of the path analysis that influence service quality and promotion variables on loyalty variable that is, service quality variable have a direct effect of 0,224, and the promotion has a direct effect of 0,683. Customer satisfaction as an intervening variable has an effect of 0,175 on the variable of loyalty. Then if service quality through customer satisfaction to affect loyalty, it is known the effect of 0,056. Meanwhile, if the promotion through customer satisfaction to affect loyalty, it is known the effect of 0,032. Based on this it can be seen that, the influence of service quality and promotion on loyalty will be greater without through customer satisfaction. Based on the result of coefficient of determination (R Square) is 0,148 on dependent variable of customer satisfaction, mean percentage of influence of service quality and promotion to customer satisfaction equal to 14,8%. The determinant coefficient of 0,944 for the dependent variable of loyalty means the percentage of influence of service quality, promotion and customer satisfaction on loyalty of 94,4%. And based on the results of multiple regression results also show that service quality, promotion and customer satisfaction to have a positive influence the loyalty.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Kualitas Layanan, Promosi, Kepuasan Pelanggan dan Loyalitas |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 17 Dec 2019 10:26 |
| Last Modified: | 20 Dec 2022 08:59 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1287 |
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