S., Lia Zusnita (2026) PENGARUH WORD OF MOUTH, SERVICE QUALITY, DAN PRODUCT COMPLETENESS TERHADAP CUSTOMER LOYALTY PADA TOKO BAROKAH JAYA DIESEL LAMONGAN. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing intensity of competition in the retail sector has made customer loyalty a strategic factor in sustaining business performance. Although the relationships among word of mouth, service quality, product completeness, and customer loyalty have been widely investigated, previous studies have reported inconsistent findings and have predominantly focused on general retail businesses, leaving limited empirical evidence in the context of diesel engine spare parts retailing. This study aims to examine the effects of word of mouth, service quality, and product completeness on customer loyalty at Toko Barokah Jaya Diesel Lamongan. A quantitative approach was employed using a survey method involving 120 respondents selected through a non-probability sampling technique. Data were collected using a structured questionnaire and analyzed through multiple linear regression with the assistance of SPSS. The findings reveal that word of mouth, service quality, and product completeness simultaneously exert a significant effect on customer loyalty. Individually, each variable also demonstrates a positive and significant effect on customer loyalty, with product completeness emerging as the most influential predictor. The coefficient of determination (R²) of 0.536 indicates that 53.6% of the variance in customer loyalty is explained by the proposed model, while the remaining 46.4% is attributable to factors beyond the scope of this study. These findings extend the empirical evidence on the determinants of customer loyalty in technical retail businesses and highlight that strengthening positive customer communication, improving service quality, and ensuring comprehensive product availability are essential strategies for fostering sustainable customer loyalty. Keywords: word of mouth, service quality, product completeness, customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | lia zusnita s | ||||||||
| Date Deposited: | 21 Aug 2026 03:15 | ||||||||
| Last Modified: | 21 Aug 2026 03:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58729 |
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