HUBUNGAN ANTARA KUALITAS PELAYANAN DENGAN LOYALITAS PELANGGAN TERHADAP MC DONALD’S RESTORAN

Cahyaningrum, Sari Anisya (2006) HUBUNGAN ANTARA KUALITAS PELAYANAN DENGAN LOYALITAS PELANGGAN TERHADAP MC DONALD’S RESTORAN. Other thesis, University of Muhammadiyah Malang.

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Abstract

Customers today are faced with various alternatives in choosing a restaurant to suit the interests and needs. Customers do not just buy products but at the same time buy services attached to them. In general, customers will feel good when served with a polite, friendly, with great attention and considered important so that there will be satisfaction in the purchase of goods / services and become loyal to the company. Customer loyalty toward the company is inseparable from the quality of services provided by the company itself. Because high and low quality of services provided by a company will influence customer loyalty towards the company. This study aims to determine the relationship between service quality with customer loyalty. Subjects were customers who come to McDonald's Restaurants Samarinda central Plaza teenage totaling 50 people who were taken by using purposive sampling technique. While the data collection method used is the scale, namely: the scale of service quality and customer loyalty scale. The data analysis method used in this study are product moment correlation technique using a computer system SPSS for Windows version 10.00. From the data analysis shows that there is significant positive relationship between service quality and loyalty of customers to McDonald's Restaurants (r = 0.885 and p = 0.000). This means that the higher the quality of services provided by McDonald's Restaurants the higher the customer loyalty to McDonald's Restaurants. The effective contribution of service quality to customer loyalty is at 78.3% so there is still a contribution of 21.7% from other factors not examined.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 08 Jun 2012 02:53
Last Modified: 08 Jun 2012 02:53
URI: http://eprints.umm.ac.id/id/eprint/6757

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