PENGARUH KUALITAS LAYANAN DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN PADA PT.MERPATI WAHANA TAXI

Abstract

This research aims to determine the influence of service quality and satisfaction with customer loyalty of Bosowa
Taxi Surabaya. The population in this research are all customers who use the services of Bosowa Taxi Surabaya.
This research uses associative research, the number of samples in this research amounted to 100 respondents.
The sample technique used in this research is non-random sampling, where not all individuals are given equal
opportunity to be assigned to sample members. The data of this research is obtained from questionnaires
distributed to respondents. Data analysis technique used in this research is multiple linear regression analysis.
The results of the analysis show that service quality and satisfaction variables have a significant influence on
customer loyalty. This means customer loyalty is significantly influenced by service quality and satisfaction.
The result of t test analysis shows that each service quality variable and satisfaction have a significant and
positive influence to customer loyalty. This shows 3 (three) proven all research hypotheses.
Keywords: service quality, satisfaction, and customer loyalty