Pengaruh Harga, Kualitas Pelayanan Dan Kepercayaan Terhadap Loyalitas Pelanggan (Studi Pada PT. Satria Antaran Prima TBK Di Malang)
Keywords:
Price, Service Quality, Trust, Customer LoyaltyAbstract
As the purpose of this study, namely to determine the effect of price, service quality, and trust on customer loyalty. Thus this research is a type of explanatory research.
The population in this study are actual consumers of PT. Satria Antaran Prima in Malang, namely consumers who have used the company's shipping service or more than once by the end of 2020. The population in this study is spread across 3 (three) regions, namely: 1) Malang City; 2) Batu City, and; 3) Malang Regency. Furthermore, the number of samples can be calculated through the Slovin approach totaling 100 respondents with the sampling technique using purposive proportional random sampling. The research model is multiple linear regression with the help of the IBM SPSS version 25 software.
The results of the study conclude that simultaneously, price, service quality, and trust have a positive and significant effect on customer loyalty. Partially, price, service quality, and trust have a positive and significant effect on customer loyalty. Trust has a dominant effect on customer loyalty.
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