Pengaruh Lokasi dan Kualitas Pelayanan terhadap Loyalitas Konsumen pada Alfamart Kecamatan Setu Kabupaten Bekasi

Vilitomo, Wahyu (2022) Pengaruh Lokasi dan Kualitas Pelayanan terhadap Loyalitas Konsumen pada Alfamart Kecamatan Setu Kabupaten Bekasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

ABSTRACT The purpose of the study was to determine whether the influence of location and service quality on consumer loyalty at Alfamart, Setu District, Bekasi Regency. The population of this research is the people of Setu District, Bekasi Regency. The research sample for the community of Setu Subdistrict, Bekasi Regency, amounting to 100 people. This research uses descriptive statistical methods. Data collection techniques were carried out by means of interviews, observation, and distributing questionnaires. Determination of the sample in this study using the purposive sampling method. For data analysis using statistical tests and multiple regression analysis which is calculated using the Statistical Product and Service Solution 23.0 program. The results showed that there was a significant positive effect of location and service quality on consumer loyalty at Alfamart, Setu District, Bekasi Regency. The results of the t-test (partially) show that location (X1) has a positive and significant effect on consumer loyalty as evidenced by the results of the t-test obtained t-count 1 is 0.234 with a significance of 0.000 which is smaller than the standard error set at 0.05 then Ho rejected and Ha accepted. it means that there is a significant positive effect between location on consumer loyalty while service quality (X2) has a positive and significant effect on consumer loyalty with the t-test results obtained t-count 2 is 0.392 with a significance of 0.000 which is smaller than the standard error set at 0, 05 then Ho is rejected and Ha is accepted. it means that there is a significant positive influence between service quality and consumer loyalty. The coefficient of determination (Adjusted R square) the effect of location and service quality on consumer loyalty is 0.566 or 56.6%, while the remaining 43.4% is influenced by other variables or factors not examined in this study. Keywords: Location, Service Quality, Consumer Loyalty

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