PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DALAM MEMBENTUK LOYALITAS PELANGGAN PADA ES TELER 77 SURABAYA
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Abstract
Tujuan dari penelitian ini adalah untuk menganalisa bagaimana kualitas layanan dapat mempengaruhi kepuasan pelanggan dalam membentuk pelanggan Es Teler 77 Surabaya. Penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software AMOS versi 18.0. Teknik pengambilan sampel dalam penelitian ini adalah teknik non probability sampling dengan jenis convenience sampling. Penelitian ini menggunakan survei untuk mengumpulkan data dengan bertanya secara langsung kepada responden melalui kuesioner. Jumlah sampel dalam penelitian ini adalah 150 responden. Hasil Penelitian yang diperoleh menunjukkan bahwa kualitas layanan memiliki pengaruh positif terhadap kepuasan pelanggan. Selain itu kualitas layanan memiliki pengaruh positif terhadap loyalitas pelanggan. Kemudian kepuasan pelanggan memiliki pengaruh positif terhadap loyalitas pelanggan.
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