THE EFFECTS OF SERVICE QUALITY, WORDS OF MOUTH, AND SATISFACTION
ON CUSTOMER LOYALTY AT ULFA SUKSES TAYLOR
Dublin Core
Title
THE EFFECTS OF SERVICE QUALITY, WORDS OF MOUTH, AND SATISFACTION
ON CUSTOMER LOYALTY AT ULFA SUKSES TAYLOR
ON CUSTOMER LOYALTY AT ULFA SUKSES TAYLOR
Subject
Comsumer loyalty, Consumer satisfaction, WOM, Service quality, Marketing
Management
Management
Description
The purpose of this study was to test and analyze service quality, word of mouth and
satisfaction with consumer loyalty at Ulfa Sukses Taylor, East Lampung. This study
uses a quantitative approach. The population and sample in this study are Ulfa
Sukses Taylor customers. The sample is 50 people. The sampling technique uses the
Non Probability Sampling technique, namely Purposive Sampling. To obtain primary
data, questionnaires were distributed and the data obtained was analyzed using the
SPSS statistical program. The test results and analysis show that service quality and
WOM positive but not significant effect on consumer loyalty. On the other hand,
consumer satisfaction has a positive and significant effect on brand loyalty.
Simultaneous test results obtained service quality, WOM, and satisfaction have a
positive and significant effect on consumer loyalty. This study has limitations on the
number of respondents, although the number of 50 people is sufficient to be
analyzed, the more the number of respondents, the better the results of the analysis.
Therefore this research can be tested again for future research by increasing the
number of respondents. The influence between variables that is not yet significant
can be retested in different types of businesses such as motorcycle and car repair
service businesses, salons and spas, bridal make-up, and other service businesses.
The results of this research are of practical or managerial use, especially for Ulfa
Sukses Taylor's business in Braja Luhur Village , East Lampung and other types of
businesses. In this case the owner and manager of Ulfa Sukses Taylor needs to pay
attention to the quality of service quality , word of mouth to increase consumer
loyalty.
satisfaction with consumer loyalty at Ulfa Sukses Taylor, East Lampung. This study
uses a quantitative approach. The population and sample in this study are Ulfa
Sukses Taylor customers. The sample is 50 people. The sampling technique uses the
Non Probability Sampling technique, namely Purposive Sampling. To obtain primary
data, questionnaires were distributed and the data obtained was analyzed using the
SPSS statistical program. The test results and analysis show that service quality and
WOM positive but not significant effect on consumer loyalty. On the other hand,
consumer satisfaction has a positive and significant effect on brand loyalty.
Simultaneous test results obtained service quality, WOM, and satisfaction have a
positive and significant effect on consumer loyalty. This study has limitations on the
number of respondents, although the number of 50 people is sufficient to be
analyzed, the more the number of respondents, the better the results of the analysis.
Therefore this research can be tested again for future research by increasing the
number of respondents. The influence between variables that is not yet significant
can be retested in different types of businesses such as motorcycle and car repair
service businesses, salons and spas, bridal make-up, and other service businesses.
The results of this research are of practical or managerial use, especially for Ulfa
Sukses Taylor's business in Braja Luhur Village , East Lampung and other types of
businesses. In this case the owner and manager of Ulfa Sukses Taylor needs to pay
attention to the quality of service quality , word of mouth to increase consumer
loyalty.
Creator
Laela Ulfa1, Sri Rahayu2, Dede
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2023
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Citation
Laela Ulfa1, Sri Rahayu2, Dede, “THE EFFECTS OF SERVICE QUALITY, WORDS OF MOUTH, AND SATISFACTION
ON CUSTOMER LOYALTY AT ULFA SUKSES TAYLOR,” Repository Horizon University Indonesia, accessed April 20, 2025, https://repository.horizon.ac.id/items/show/7526.
ON CUSTOMER LOYALTY AT ULFA SUKSES TAYLOR,” Repository Horizon University Indonesia, accessed April 20, 2025, https://repository.horizon.ac.id/items/show/7526.