PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP LOYALITAS KONSUMEN (STUDI pada DEALER MOTOR HONDA di SURABAYA)

Abstract

The loyalty is when a customer is loyal to an object. Customer loyalty is not formed in a short period, but it is formed through learning process and based on the experience of the customer itself both purchasing and consecutive service in a long period.This research is meant to find out the influence of service quality and promotion to the customers loyalty. The research object is Honda Motorcycle dealer in Surabaya. The population is all users of Honda motorcycle in Surabaya.The sample collection technique has been carried out by using incidental sampling, so that the samplesare110 customers who have ever used Honda motorcycle and accidentally met at Honda motorcycle dealerEka Jaya KaruniaAbadi Surabaya. The data analysis technique has been carried out by using multiple linear regressions. The result of classic assumption test which has been conducted by using normality, multicolinearity, and heteroscedasticity states that all variables do not violate the predetermined criteria. Meanwhile, based on the result of model feasibility test, the regression models which have been applied in this research is feasible to be used. The result of hypothesis test shows that service quality and promotion has significant influence to the customer loyalty and promotionis the variable which gives dominant influence to the customer loyalty.
Keywords: Service quality, promotion, and customer loyalty