PERAN KUALITAS PELAYANAN DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS PELANGGAN ES TEH INDONESIA CABANG KENDARI

Abstrak

This study aims to (1) Determine the influence of Service quality on Customer satisfaction and Loyalty of Es The Indonesia Kambu Branch, Kendari City; (2) To determine the influence of Service quality on Customer satisfaction of Indonesian Ice Tea Kambu Branch, Kendari City; (3) To determine the influence of Service quality on Customer Loyalty of Es Teh Indonesia Kambu Branch, Kendari City; (4) To determine the effect of Customer satisfaction on Customer Loyalty of Es Teh Indonesia Kambu Branch, Kendari City; (5) To determine the influence of Service quality on Customer Loyalty through Customer satisfaction at Es Teh Indonesia Kambu Branch, Kendari City. This study uses a quantitative method. The population in this study is all customers of Es Teh Indonesia. The respondents in this study were 55 people. The data collection method of this study uses a questionnaire. This study uses the Smart- PLS analysis tool. The results of this study show that; (1) Service quality has a positive and significant effect on Customer satisfaction. (2) Service quality has a positive and significant effect on Customer Loyalty. (3) Customer satisfaction has a positive and significant effect on Customer Loyalty. (4) Service quality has no effect on Customer Loyalty through Customer satisfaction.

Kata kunci

• Customer Loyalty
• Customer Satisfaction
• Service Quality