Asy'ari, Surya Putra (2026) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (Studi pada Pelanggan Suweger Cabang Rungkut). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the effect of product quality, service quality, and customer satisfaction on customer loyalty at Suweger Rungkut Branch. This research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents who were customers of Suweger Rungkut Branch. The sampling technique used was purposive sampling. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, F-test, t-test, and coefficient of determination with the assistance of SPSS Statistics. The results indicate that product quality, service quality, and customer satisfaction simultaneously have a significant effect on customer loyalty, with an F-value of 26.385 and a significance value of 0.000. Partially, product quality does not have a significant effect on customer loyalty with a significance value of 0.087, while service quality also does not have a significant effect on customer loyalty with a significance value of 0.105. On the other hand, customer satisfaction has a positive and significant effect on customer loyalty with a significance value of 0.000 and is identified as the most dominant variable influencing customer loyalty. The coefficient of determination (R²) of 0.452 indicates that 45.2% of customer loyalty can be explained by product quality, service quality, and customer satisfaction, while the remaining 54.8% is influenced by other variables outside the scope of this study. Based on these findings, Suweger Rungkut Branch is recommended to maintain and enhance customer satisfaction through continuous improvements in product quality and service quality in order to strengthen customer loyalty sustainably.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness Faculty of Social and Political Sciences > Departement of Business Administration |
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| Depositing User: | Surya Putra Asy'ari | ||||||||
| Date Deposited: | 26 May 2026 01:33 | ||||||||
| Last Modified: | 26 May 2026 01:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52623 |
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