PENGARUH KUALITAS PELAYANAN, HARGA, KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN BIMBINGAN BELAJAR ALFAGAMMA SURABAYA

Abstract

This research is meant to test the influence of service quality which is measured by using direct evidence, reliability, comprehension, guarantee and empathy meanwhile, price which is measured by using price suitability and service quality and services, meanwhile customer satisfaction is measured by using customer expectation to the customer loyalty at Alfa Gamma Surabaya tutoring agency. The population is all customers of Alfa Gamma Surabaya tutoring agency Surabaya, the sample collection has been carried by using purposive sampling for the customers of Alfa Gamma Surabaya tutoring agency Surabaya since 2013 and still choosing Alfa Gamma Surabaya tutoring agency as tutoring place during 3 years, and based on the predetermined criteria, 112 customers have been selected as samples. The analysis method has been carried out by using multiple regressions analysis by using the instrument of SPSS application. The result of the research shows that simultaneously service quality, price, and customer satisfaction have influence to the customer satisfaction, partially shows that service quality has significant and positive influence to the customer loyalty with the significant value is 0,007, meanwhile, price has significant and positive influence is 0,011, and customer satisfaction has significant and positive influence to the customer satisfaction with the significant value is 0,039.
Keywords: Service quality, price, customer satisfaction, and customer loyalty