Pengaruh Persepsi Kualitas Pelayanan dan Kepercayaan Konsumen terhadap Loyalitas Konsumen pada Rumah Sablon 354

Fajri, Nanda Syahrul (2024) Pengaruh Persepsi Kualitas Pelayanan dan Kepercayaan Konsumen terhadap Loyalitas Konsumen pada Rumah Sablon 354. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The objective of this research is to determine the impact of Service Quality Perception and Consumer Trust on Consumer Loyalty. The methodology used in this study is descriptive quantitative, utilizing both primary and secondary data. The population for this research comprises all consumers of Rumah Sablon 354 who have made purchases, with a sample size of 100 consumers. Data collection was conducted by distributing an online questionnaire through Google Forms. For data analysis, statistical tests and multiple regression calculations were performed using IBM SPSS version 25.The results indicate that Service Quality Perception and Consumer Trust together (simultaneously) have a significant effect on Consumer Loyalty, with an R² value of 48.7%. The remaining 51.3% is influenced by other variables not included in this study, such as consumer satisfaction, product quality, and company image. Furthermore, both Service Quality Perception and Consumer Trust significantly affect Consumer Loyalty at Rumah Sablon 354 when analyzed individually. Keywords: Service Quality Perception; Consumer Trust; Consumer Loyalty.

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