PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA, DAN SUASANA KRAKATAU JUNCTION TERHADAP LOYALITAS PELANGGAN (Studi Pada Pelanggan Krakatau Junction Cilegon)

  • Suwiro Heriyanto Wiro STIE Banten
Keywords: Service Quality, price perception, atmosphere and Costumers Loyality

Abstract

The Service Quality, price perception and store atmosphere are three factors that have been documented by a number of researchs as factors that influence significantly to costumer loyalty. In this relation, this research was carried out with the aim to study the influences of The Service and Product Quality to The Customer Loyalty on “Krakatau Junction” Cilegon.

The data used in this research was from primary data obtained by the dissemenation of the quistionnaire. Respondents to this study was 67 customers of “Krakatau Junction” Cilegon, who have become members and selected by Simple Random Sampling.

From the result of data processing and hypothesis testing was concluded that both of the Service Quality, price perception and atmosphere give positive and significant influence to the loyalty of costumers.

Theresults can be concluded, first, increase of service quality will make increasethe loyalty of costumers; second, the cheaper the price given will increase the loyalty of costumers; third, the more convenient the place to shop, will increase the loyalty of costumers; Fourth, increase of service quality, the cheaper the price given and the more convenient the place to shop will increasethe loyalty of costumers.

Published
2018-08-31