Open AccessMendorong Loyalitas Melalui Kualitas Pelayanan dan Kepercayaan
Author(s) -
I Wayan Kurniawan,
Rr Maidarti,
Ris Handayani
Publication year - 2021
Publication title -
ekomabis
Language(s) - English
Resource type - Journals
ISSN - 2716-0238
DOI - 10.37366/ekomabis.v2i01.136
Subject(s) - intervening variable , business administration , nonprobability sampling , service quality , psychology , business , humanities , marketing , service (business) , sociology , art , population , demography
Penelitian untuk mengetahui pengaruh kualitas layanan sebagai variabel independen pertama dan kepercayaan sebagai variabel independen kedua terhadap loyalitas pelanggan produk UMKM sebagai variabel dependen. Metode Survey melibatkan responden melalui teknik pengambilan sampel yang purposive non random sampling sejumlah 40 konsumen yang pernah menggunakan layanan pembelian UMKM Kuliner di wilayah Cileungsi secara online. Data primer diperoleh dengan menyebarkan kuesioner. Beberapa uji diterapkan berupa instrumen kuesioner, normalitas, dan regresi berganda. Beberapa temuan dalam penelitian adalah kedua variabel independen yaitu kualitas layanan sebagai independen pertama dan kepercayaan sebagai variabel independen kedua berpegaruh positif terhadap loyalitas sebagai variabel dependen.
Abstract
Research to determine the effect of service quality as the first independent variable and trust as the second independent variable on customer loyalty of MSME products as the dependent variable. The survey method involved respondents through a purposive non-random sampling technique of 40 consumers who had used online MSME culinary purchasing services in the Cileungsi area. Primary data obtained by distributing questionnaires. Several tests were applied in the form of a questionnaire instrument, normality, and multiple regression. Some of the findings in the study are that the two independent variables, namely service quality as the first independent and trust as the second independent variable, have a positive effect on loyalty as the dependent variable.