PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA PLAZA LAKSAMANA BENGKALIS (Studi Kasus Pada Masyarakat Kota Bengkalis)

Abstract

This study aims to determine the effect of service quality on customer loyality  in Plaza Laksmana Bengkalis. Type of  this research is associative research in which service quality is an independent variable and customer loyality  is the dependent variable. The population in this study were all customers of Plasa Laksamana Bengkalis with sample of 100 customers. Sampling is done by using the Non-probability sampling technique. Data collection techniques were carried out by questionnaire. Data analysis used is correlation technique and simple regression analysis technique. From the results of research conducted, it can be concluded that service quality has a positive and significant effect on customer loyality. Service quality has a proportion of influence on customer satisfaction by 26.1% and the remaining 73,9% is influenced by other variables not included in this study.