Pengaruh Kepuasan Pelanggan dan Retensi Pelanggan Terhadap Loyalitas Pelanggan Pada PT. Grand Shaavire Holidays Medan (Studi Kasus Pada Jamaah Umrah)

Cahya, Eva Tri (2018) Pengaruh Kepuasan Pelanggan dan Retensi Pelanggan Terhadap Loyalitas Pelanggan Pada PT. Grand Shaavire Holidays Medan (Studi Kasus Pada Jamaah Umrah). Bachelor thesis, STP AMPTA Yogyakarta.

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Abstract

This research is a quantitative research that aims to determine the effect of customer satisfaction and customer retention on customer loyalty at PT. Grand Shaavire Holidays Medan. The subjects of this study were customer of PT. Grand Shaavire Holidays Medan amounted to 30 respondents. The sample selection technique using random sampling method. Data were collected using a questionnaire with likert scale. Test requirements analysis using validity, realibility, normality, multikolonearity, and autocorrelation. The analytical method used is multiple linier regression. The results showed that from multiple linier regression obtained the equation is Y = -1,286 + 0,501 X1 + 0,657 X2, Obtained by the price of a = -1,286 and b1= 0,501, b2= 0,657 negative sign then if customer satisfaction and customer retention are zero then customer loyalty will be negative. Partial results of hypothesis testing obtained t count of customer satisfaction > t table (3,676 > 2,055) and t count of customer retention > t table (2,533 > 2,055). Furthermore, the results of testing the regression coefficient simultaneously obtained f count of 34,013 > f table which is 3,35. Then it can be concluded that there is a significant effect between Customer Satisfaction and Customer Retention on Customer Loyalty at PT. Grand Shaavire Holidays Medan and after being analyzed through the ladder of loyalty, it can be found that the customers of PT. Grand Shaavire Holidays Medan is included in the category "Customers", this customer has the potential to be kept up in the "Clients" category.

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