Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Loyalitas Pelanggan Service pada Toyota Auto2000 Cabang Tabanan

Abstract

The formulation of problems and objectives in this study to determine the influence of service quality, price and promotion on customer loyalty. The location of this research at the Toyota Auto2000 Tabanan Branch, a sample used as many as 100 respondents. The data analysis techniques used are Validity Test, Rehabilitation, Classical Assumptions, Multiple Linear Regression, Determination Coefficient, t Test and Test F. Based on the results of research it can be seen that: (1) service quality has a significant positive effect on customer loyalty, where a value of t 3,742 and sig 0.000 is obtained. (2) The price has a significant positive effect on customer loyalty, where a value of t 3,069 and sig 0.003 is obtained. (3) promotion has a significant positive effect on customer loyalty, where a value of t 2,440 and sig 0.017 is obtained.  (4) simultaneously the quality of service, price and promotion have a significant effect on customer loyalty, where obtained a value of F 36,163 and a significance of 0.000. The magnitude of the influence of free variables on customer loyalty is 51.6%. The advice that can be given by researchers is that Auto2000 Tabanan Branch is always quick to respond in handling customer service complaints, improving the quality of the service provided and providing optimal handlers to customer complaints.