The Influence of Service Quality and Customer Satisfaction on Consumer Loyalty at PT. Hajjah Fatimah Indo Group Bantaeng Regency

Abstract

This research aims to determine the effect of service quality and customer satisfaction on consumer loyalty at PT. Hajjah Fatimah Indo Group . This research is a type of quantitative descriptive research. The method used is a statistical method or method (measurement), the data collection technique in this research is a questionnaire or questionnaire which is a data collection technique carried out by giving a set of questions or written questions to respondents to answer. In this research, the population is customers of PT. Hajjah Fatimah Indo Group Bantaeng Regency and the sample used in this research is a purposive sampling type and the sample number is 153. The data analysis technique uses quantitative descriptive analysis which is expressed in the form of percentages using SPSS 25. And the results obtained show that the influence of service quality on consumer loyalty Based on the results of the table analysis, it shows that the calculated r is 0.576 and the significant value (Sig) is 0.00. Therefore, the calculated t value is 3.561 > t table 1.975 and the significant value is 0.00 with the basic provisions for decision making < 0.05, so the hypothesis reads "There is a significant influence between service quality on consumer loyalty among PT consumers. Hajjah Fatimah Indo Group Bantaeng Regency" was accepted. And for the influence of customer satisfaction on consumer loyalty in the table above, it shows that the calculated r is 0.576 and the significant value (Sig) is 0.00. Therefore, t count is 4.360 > t table 1.975 and the significant value is 0.00 with the basic conditions for decision making < 0.05, then the hypothesis which reads "There is a significant influence between customer satisfaction and service loyalty" is accepted.