PENGARUH KUALITAS PELAYANAN DAN LOKASI USAHA TERHADAP LOYALITAS KONSUMEN

Abstract

This research aimed to examine the effect of service quality and business location on the consument loyaity. The consument loyality is not developed within a short time, but within long learning process as well as based on the consument’s experience from both selling and service they got after using the product or service in a long period. In cbrief, loyality derives from someone’s willingness toward the object. The research was quantitative inquiry. The object of research was Karaoke Happy Puppy located at Mayjend Sungkono, Surabaya. Furthermore, the population was taken directly from the customers at Happy Puppy Mayjend Sungkono, Surabaya. The sampling technique used purposive sampling so that the reseach sample were about 98 customers of Karaoke Happy Puppy Mayjend Sungkono, Surabaya. In addition, the data analysis technique used multiple linier regression with SPSS 20 program. As the result of classical assumption test through normality, multicolearity, and heteroscedastisity, this research indicated that all variables did not break the requirement. According to fit and proper test, the regression model was appropriate. In addition, the hypothesis result showed service quality and business location affected significantly on the consument loyality.

Keywords: Service quality, business location, consumer’s loyality