Pengaruh Service Quality Dan Customer Satisfaction, Terhadap Customer Loyalty Pada Koperasi Konsumen Rahayu Mandiri Jaya Kota Samarinda

Abstrak

This research employed a quantitative descriptive method conducted on customers of Rahayu Mandiri Jaya Cooperative in Samarinda City, Indonesia. The study aimed to investigate and prove whether service quality among consumers of Rahayu Mandiri Jaya Cooperative is influenced by service quality, customer satisfaction, and customer loyalty. The population of this study consisted of customers of Rahayu Mandiri Jaya Cooperative located in Samarinda City. A sample of 102 respondents was selected using a questionnaire distributed through Google Forms. The analysis technique employed was descriptive analysis using the SEM PLS (Partial Least Square) analysis tool. The results indicated that the variables of service quality and customer satisfaction have a positive and significant effect on customer loyalty.

Kata kunci

• Customer Loyalty
• Customer Satisfaction
• Service Quality