Ma'rifah, Umi (2026) ANALISIS PENGARUH KEPUASAN PELANGGAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN “YUKA FROZEN FOOD” DI KECAMATAN JOGOROGO. S1 thesis, Universitas PGRI Madiun.
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Abstract
Key Terms: Customer Satisfaction, Service Quality, Customer Loyalty The increasingly fierce competition in the frozen food business requires business actors to maintain customer loyalty. This study aims to determine the influence of customer satisfaction and service quality on Yuka Frozen Food customer loyalty in Jogorog District. The research uses a quantitative approach with an explanatory research design. The population totals 200 customers with a sample of 67 respondents determined through purposive sampling. Primary data were collected using questionnaires, observations, and documentation. Data analysis using the SPSS version 25 application, including validity, reliability, descriptive statistics, normality test, multicollinearity test, heteroscedasticity test, linearity test, autocorrelation test, multiple linear regression test, t test, F test, and determination coefficient. The results of the t-test showed that customer satisfaction had no significant effect on customer loyalty (t=0.913; sig.=0.365), while service quality had a positive and significant effect (t=4.325; sig.=0.000). The F test shows that customer satisfaction and service quality simultaneously have a significant effect on customer loyalty (F=67,662; sig.=0.000). The determination coefficient was 67.9%, while 32.1% was influenced by other factors. The results of the study show that service quality plays an important role in maintaining customer loyalty.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kepuasan Pelanggan; Kualitas Pelayanan; Loyalitas Pelanggan Customer Satisfaction; Service Quality; Customer Loyalty |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | UMI MA'RIFAH UMI |
| Date Deposited: | 06 Aug 2026 06:18 |
| Last Modified: | 06 Aug 2026 06:18 |
| URI: | http://eprint.unipma.ac.id/id/eprint/8183 |
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