Analisis Servqual Terhadap Keputusan Pembelian, Pembelian Ulang, dan Loyalitas Pelanggan Pada Toko Faiz Plastik Sidoarjo

Aditya, Bintang Anggry Awan Putra (2025) Analisis Servqual Terhadap Keputusan Pembelian, Pembelian Ulang, dan Loyalitas Pelanggan Pada Toko Faiz Plastik Sidoarjo. Undergraduate thesis, UPN Veteran Jawa timur.

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Abstract

This study aims to analyze the effect of service quality (Servqual) on purchase decisions, repurchases, and customer loyalty in the retail industry. The research is motivated by the increasingly competitive retail industry, where service quality plays a crucial role in shaping sustainable consumer behavior. A quantitative approach was employed using Structural Equation Modeling (SEM) to examine causal relationships between variables. Data were collected through questionnaires from 110 respondents who met the study criteria. The results indicate that service quality has a positive and significant effect on purchase decisions; however, purchase decisions do not significantly influence repeat purchases. Conversely, repeat purchases have a positive and significant effect on customer loyalty. These findings suggest that while service quality effectively drives initial purchase decisions, additional strategies—such as membership cards for repeat customers, shopping points systems, bundling promotions, and online ordering services are required to encourage repeat purchases and foster long-term customer loyalty.

Item Type:

Thesis (Undergraduate)

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