PENGARUH KUALITAS LAYANAN DAN KEPUASAN KONSUMEN TERHAHAP LOYALITAS KONSUMEN PADA TOKO WATSONS MEGAMALL MANADO

Abstract

ABSTRACT

This study aims to assess the effect of service quality and customer satisfaction on customer loyalty at Watsons Megamall Manado Store using a quantitative approach. The research sample consisted of 60 consumers selected through purposive sampling method, with data collected using a questionnaire. Data analysis includes validity, reliability, classical assumption tests, multiple linear regression analysis, t test, F test, and coefficient of determination (R²).The results showed that partially, service quality does not have a significant effect on customer loyalty, with a t-count value of -0.807 and a significance of 0.423. However, customer satisfaction partially has a significant effect on customer loyalty, with a t-count of 5.008 and a significance level of 0.000. Simultaneously, service quality and customer satisfaction have a significant effect on customer loyalty, as shown by the F test with an F-count of 22.358 and a significance of 0.000. The coefficient of determination (R²) of 0.42 indicates that 42% of the variation in customer loyalty is explained by these two variables, while the rest is influenced by other factors not analyzed.

Key word: Service Quality, Customer Satisfaction, Customer Loyalty, Watsons Store