2-7-2024 MANAJEMEN STIE MUHAMMADIYAH CILACAP
Abstract
Nugroho, Romi Panji 2023. The Influence of Price, Service Quality, and Customer Satisfaction on Customer Loyalty. Thesis, Bachelor of Management Study Program STIE Muhammadiyah Cilacap. Supervisor I Zamroni, S.E.,M.Sc. Supervisor II H. Sudiyono, S.E., M.Sc. This study aims to partially analyze the effect of Price (X1), Service Quality (X2), and Customer Satisfaction (X3) on Customer Loyalty (Y). Analyze together the effect of price, service quality, and customer satisfaction on customer loyalty. Data collection was carried out by distributing questionnaires to 82 ADA Barbershop customers in Kuripan. The sampling technique in this study used purposive sampling, namely the sampling technique based on certain considerations. Data analysis techniques used include validity test, reliability test, MSI (Method of Successive Interval), classic assumption test includes linearity test, normality test, multicollinearity test and heteroscedasticity test, multiple linear regression analysis, hypothesis testing includes t test and F test , analysis of the coefficient of determination (R2). The results of the analysis show that: price influences customer loyalty at ADA Barbershop in Kuripan. Service quality has no effect on customer loyalty at ADA Barbershop in Kuripan. Customer satisfaction affects customer loyalty at ADA Barbershop in Kuripan. Price, Service Quality, and Customer Satisfaction simultaneously affect Customer Loyalty at ADA Barbershop. Keywords: Price, Service Quality, Customer Satisfaction, and Customer Loyalty
Naskah Publikasi Romi.pdf