Pengaruh Kualitas Pelayanan dan Customer Bonding terhadap Loyalitas Pelanggan pada PT JIKI Wilayah UP3 Bali Utara

Abstract

The purpose of this study was to determine the effect of service quality and customer bonding on customer loyalty. This research was conducted at PT JIKI UP3 Region North Bali. The number of samples taken was 100 customers, using the non-probability sampling method, especially purposive sampling. Data collection was carried out by distributing questionnaires and obtained with the help of the SPSS 26 forwindows program. The analysis technique used is multiple linear regression. The results showed that the service quality variable had a positive and significant effect on customer loyalty, as evidenced by the calculation of the t-test Tcount > Ttable (3.952 > 1.661) and a significance value of 0.000 <0.05 so that H0 was rejected and Ha was accepted. The customer bonding variable has a positive and significant effect on customer loyalty as evidenced by the calculation of the t-test test, the value of Tcount > Ttable (2.111 > 1.661) and a significance value of 0.037 <0.05, so that H0 is rejected and Ha is accepted. Based on the results of the F-Test test, it shows that, the calculation of the value of Fcount > Ftable (38.276 > 3.090) and the significance value obtained is 0.000 <0.05 so that H0 is rejected and Ha is accepted, and service quality and customer bonding 71.8% affect loyalty customer. Based on these results, it can be concluded that service quality and customer bonding have a positive and significant effect both partially and simultaneously on customer loyalty. So by improving the quality of service and customer bonding can increase customer loyalty to the company.