Research Paper
Year: 2019 | Month: June | Volume: 6 | Issue: 6 | Pages: 97-112
Analysis of the Effect of Service Quality on Customer Loyalty through Customer Satisfaction in CV. Led Media Promosindo Medan
Junaidi1, Dr. Endang Sulistya Rini2, Dr. Amlys Syahputra Silalahi2
1Postgraduate Students Master of Management University of North Sumatera, Indonesia
2Postgraduate Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Junaidi
ABSTRACT
Companies are required to create customers who have loyalty to the products / services produced by the company. Whatever products / services offered by the company are hunted by customers to buy them, it shows the company's ability to create customer loyalty for the company. Customer loyalty is a function of customer satisfaction, transfer hurdles and customer complaints. Satisfied customers tend to repurchase in the future and tell others what they feel.
The purpose of this study was to find out and analyze service quality measured using Tangible, Reliability, Responsiveness, Assurance and Emphaty dimensions of Customer Satisfaction and Customer Loyalty in Led Media Promosindo Medan CV. Where the samples taken in this study were 115 people. Data was collected using a questionnaire. Data is tested using validity and reliability tests, and data must meet the elements of the classic assumption test conditions. Test data analysis using Path Analysis.
This study concluded that there was a positive and not significant effect directly on Tangible on Customer Satisfaction. There is a positive and significant direct effect of Reliability on Customer Satisfaction. There is a positive and not significant direct effect of Responsiveness on Customer Satisfaction. There is a direct and significant positive effect of Assurance on Customer Satisfaction. There is a positive and significant influence directly on Empathy on Customer Satisfaction. There is a positive and insignificant influence directly on Tangible on Customer Loyalty. There is a positive and insignificant direct effect of Reliability on Customer Loyalty. There is a direct and positive positive effect of Responsiveness on Customer Loyalty. There is a positive and significant direct effect of Assurance on Customer Loyalty. There is a positive and significant influence directly on Empathy on Customer Loyalty. There is a positive and significant direct effect of customer satisfaction on Customer Loyalty. There is an indirect effect of Tangible on Customer Loyalty through customer satisfaction in CV Led Media Promosindo Medan which is not significant. There is an indirect effect of Reliability Against Customer Loyalty through customer satisfaction in CV Led Media Promosindo Medan which is not significant. There is an indirect influence of Responsiveness on Customer Loyalty through customer satisfaction in CV Led Media Promosindo Medan which is not significant. There is an indirect effect of Assurance on Customer Loyalty through customer satisfaction in CV Led Media Promosindo Medan which is not significant. There is an indirect effect of Empathy on Customer Loyalty through customer satisfaction in CV Led Media Promosindo Medan which is not significant.
Key words: Tangible, Reliability, Responsiveness, Assurance, Emphaty, Customer Satisfaction, Customer Loyalty
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