PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN JASA DANI RENT CAR KOTA JAMBI

Heru Kurniawan, Heru Kurniawan (2022) PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN JASA DANI RENT CAR KOTA JAMBI. skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT Heru Kurniawan/ 1800861201164/ 2022 / The Effect of Service Quality on Customer Loyality at Dani Rent Car Jambi City / M. Alhudhori, SE, MM., as 1 advisor and Anaseputri Jamira, SE, MM., as 2 v nd advisor. Marketing is an overall system of business activities shown to plan, price, promote and distribute goods and services that satisfy the needs of both existing and potential buyers. Marketing objectives are to meet and satisfy customer needs and wants. One of the things that companies need to pay attention to in achieving success is services that show its ability to satisfy customer need, both obvious and hidden. Customer Loyality is a very important thing to pay attention to. A marketer really hopes to be able to retain costomers for a long time. Because if the company has a loyal customer, then it can be a very valuable asset for the company .The purpose of this study is as follows : 1.) To know and describe the quality of service and customer loyality at the Dani Rent Car Jambi City. 2.) To determine the effect of service quality on customer loyality at Dani Rent Car Jambi City. The type of data needed and collected in this study is quantitative data. The object of this research is the customers of Dani Rent Car Jambi City. Source of data in this studt are customers of Dani Rent Car Jambi City taken though interviews by distributing questionnaires, data and information obtained were anlyzed descriptively, to analyze customers responses regarding service quality to customers loyality using a scale of 5 choices. Based on the results of the simple linear regression test, the regression equation model obtained Y= 3,540 + 0,398 X. Obtained the value of the correlation coefficient (R) of the independent variable is 0,585. This value indicates that the relationship between Service Quality and Customer Loyality at Dani Rent Car Jambi City Erat, namely 0,585. While the coefficient of determination (R2) is

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