Pengaruh Service Quality, Kreativitas Dan Harga Terhadap Loyalitas Pelanggan Birthday Decoration Chasperdecor.Id Tanjung Morawa

Authors

  • Gigih Genta Abdillah Digjayanti UMN AL Washliyah Medan
  • Sari Wulandari UMN AL Washliyah Medan

Keywords:

Service Quality;, Creativity and Price

Abstract

This study aims to determine and analyze the effect of service quality, creativity and price on customer loyalty Birthday Decoration Chasperdecor.Id Tanjung Morawa. The sampling technique used random sampling totaling 100 respondents. The data collection method used a questionnaire/questionnaire. The results of multiple linear regression analysis obtained the equation Y = 0.701 + 0.184X1 + 0.770X2 + 0.060X3. In the partial test (t test) the service quality variable has a positive and significant effect on customer loyalty with a value of t count > t table (2.251 > 1.984) and a significant value of 0.027 < 0.05, the creativity variable has a positive and significant effect on customer loyalty with a t value count > t table (9,496 > 1,984) and a significant value of 0.000 < 0.05 and the price variable has a positive and significant effect on customer loyalty with a t count > t table (2.254 > 1.984) and a significant value of 0.026 < 0.05. Simulative significant test results (F test) service quality, creativity and price variables have a positive and significant effect on customer loyalty with a calculated F value > F table (201.061 > 3.09) and a significant value of 0.000 < 0.05. The results of the coefficient of determination test (R2) obtained an R Square value of 0.863, meaning that the customer loyalty variable can be explained by 86.3% by service quality, creativity and price variables, while the remaining 13.7% is explained by other variables not included in this study

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Published

2022-07-13