PENGARUH KUALITAS PELAYANAN CUSTOMER RELATIONS TERHADAP LOYALITAS GOLD MEMBER DI MALL GRAND INDONESIA

NASRUL, NUR ILMI (2023) PENGARUH KUALITAS PELAYANAN CUSTOMER RELATIONS TERHADAP LOYALITAS GOLD MEMBER DI MALL GRAND INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Kualitas pelayanan merupakan isu krusial bagi setiap perusahaan, apapun bentuk produk yang dihasilkan. Kualitas layanan ditentukan oleh kemampuan perusahaan memenuhi kebutuhan dan keinginan pelanggan sesuai dengan ekspetasi pelangganTujuan penelitian ini adalah untuk mengetahui pengaruh Kualitas Pelayanan (X) terhadap Loyalitas Pelanggan (Y) pada Gold Member di Mall Grand Indonesia. Populasi penelitian adalah jumlah customer Gold Member di Mall Grand Indonesia pada bulan April-Juni 2022 dan sampel penelitian sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah Simple Random Sampling (Sampel Acak Sederhana). Data dianalisis secara deskriptif dan kuantitatif. Analisis regresi diawali dengan uji asumsi klasik (uji normalitas, uji heteroskedastisitas dan uji multikolinearitas) kemudian dengan analisis regresi sederhana danUji R2(Koefisien Determinasi) Berdasarkan hasil dari uji R2 bahwa besarnya nilai korelasi/hubungan (R) yaitu sebesar 0,397 dan (R2) sebesar 0,158 bahwa pengaruh variabel X (Kualitas Pelayanan) terhadap variabel Y (Loyalitas Pelanggan) adalah sebesar 15,8%. Berdasarkan dari hasil Uji t (Uji Parsial), variabel X (Kualitas Pelayanan) bahwa nilai signifikansi adalah 0.00 < 0,05 dan nilai thitung adalah 4.287 > nilai t tabel adalah 1.984 maka H0 ditolak H1 diterima atau Kualitas Pelayanan variabel (X) terdapat pengaruh terhadap Loyalitas Pelanggan variable (Y) dengan menggunakan batas signifikansi 0,005. Maka 0,000< 0,05 yang H1 diterima dan H0 ditolak. Dengan demikian maka, hipotesis diterima bahwa kualitas pelayanan berpengaruh secara signifikan terhadap loyalitas pelanggan. Service quality is a crucial issue for every company, regardless of the form of the product produced. Service quality is determined by the company's ability to meet customer needs and desires in accordance with customer expectations. The purpose of this study was to determine the effect of Service Quality (X) on Customer Loyalty (Y) for Gold Members at Mall Grand Indonesia. The research population is the number of Gold Member customers at Grand Indonesia Mall in April-June 2022 and a research sample of 100 respondents. The sampling technique used is Simple Random Sampling. Data were analyzed descriptively and quantitatively. Regression analysis begins with the classical assumption test (normality test, heteroscedasticity test and multicollinearity test) then with simple regression analysis and R2 test (Coefficient of determination) Based on the results of the R2 test that the magnitude of the correlation/relationship (R) is equal to 0.397 and (R2) is 0.158 that the effect of variable X (Service Quality) on variable Y (Customer Loyalty) is 15.8%. Based on the results of the t test (Partial Test), the variable X (Quality of Service) that the significance value is 0.00 <0.05 and the tcount value is 4.287 > the t table value is 1.984 then H0 is rejected H1 is accepted or the Service Quality variable (X) is present influence on the variable Customer Loyalty (Y) using a significance limit of 0.005. Then 0.000 < 0.05 which H1 is accepted and H0 is rejected. Thus, the hypothesis is accepted that service quality has a significant effect on customer loyalty.

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