PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PADA PELANGGAN ANTERAJA CABANG SAWAHAN SURABAYA

Abstract

This research aimed to find out how far service quality, price, and promotion affected customers’ loyalty to PT. TRI ADI BERSAMA (Anteraja) in Surabaya, especially in the Sawahan branch with a clear license as an official agreement. The research was quantitative, which described how the situation was. Moreover, the data collection technique used non-probability sampling with accidental sampling as its sampling technique. In line with that, there were 104 samples of employees taken. Furthermore, the data analysis technique used multiple linear regression with IBM SPSS (Statistical Product and Service Solution) 23. The result concluded that service quality had a significantly positive effect on customers’ loyalty to PT. TRI ADI BERSAMA (Anteraja) in Surabaya. On the other hand, price had a positive but insignificant effect on customers’ loyalty to PT. TRI ADI BERSAMA (Anteraja) in Surabaya. In contrast, promotion had a significantly positive effect on customers’ loyalty to PT. TRI ADI BERSAMA (Anteraja) in Surabaya.