PENGARUH KUALITAS PELAYANAN, KEPERCAYAAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN

Abstract

This research aims to determine the influence of service quality, trust, and company image on customer loyalty at Mespro Digital Printing. The population in this research is Mespro Digital Printing customers that located in Surabaya with the number of samples are 100 respondents. Instruments in this research is a questionnaire. This research used primary data which is result of questionnaire answer which is perception of respondent to service quality, trust, company image, and its influence to the customer loyalty in Mespro Digital Printing. The sampling technique in this research was accidental sampling. While the data analysis technique had been use multiple linear regression. The results showed that through the partial test each variable quality service, trust, and company image had positive influence and significant on customer loyalty. Through the coefficient partial determination test showed that the service quality variable had dominant influence to the customer loyalty. The results of this research are in line with research conducted by Rashid (2014) and Riskayanti (2016) which indicates service quality, trust and company image had positive influence and significant on the customer loyalty.
Keywords: Quality of service, trust, company image, and customer loyalty.