PENGARUH SERVICE QUALITY DAN CUSTOMER EXPERIENCE TERHADAP LOYALITAS PELANGGAN PADA TOKO KANDANG LAPTOP (Survei pada Konsumen Toko Kandang Laptop di Kota Tasikmalaya)

Abstract

This research was conducted to determine the influence of service quality and customer experience on customer loyalty at Toko Kandang Laptop in Tasikmalaya City. This type of research uses quantitative research with a survey method involving 100 respondents who are Customer of Toko Kandang Laptop. The technique used is multiple linear regression. The research results show that service quality and customer experience together have a significant impact on customer loyalty, service quality partially has a significant impact on customer loyalty, and customer experience partially has a significant impact on customer loyalty.

Keywords: Service Quality, Customer Experience, Customer Loyalty

Abstrak

Penelitian ini dilakukan untuk mengetahui pengaruh service quality dan customer experience terhadap loyalitas pelanggan di Toko Kandang Laptop Kota Tasikmalaya. Jenis penelitian ini menggunakan penelitian kuantitatif dengan metode survei kepada 100 responden yang merupakan pelanggan Toko Kandang Laptop. Teknik yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukan bahwa service quality dan customer ecperience secara bersama-sama berpengaruh signifikan terhadap loyalitas pelanggan, service quality secara parsial berpengaruh signifikan terhadap loyalitas pelanggan, customer experience secara parsial berpengaruh signifikan terhadap loyalitas pelanggan.

Kata Kunci: Service Quality, Customer Experience, Loyalitas Pelanggan