PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN GRAB BIKE DI KOTA DEPOK

Abstract

The purpose of this research is to know the impact of service quality (X1) and customer satisfaction (X2) toward customer loyalty (Y) Grab Bike in Depok city.There are 100 customer of Grab Bike as the respondents of this research and the method used purposive sampling. Software SPSS (Statistical Packages For The Social Sciences) 21.0 for Windows is used as the data analysis in this research. The analysis technique used multiple regression analysis with the smallest quadratic equation and the hypothesis test used T and F statistic to test the partial and simultan regression coefficient, validity test, reliability test, and classical assumption test which consists of normality test, multicollinearity test, and heteroscedasticity test. The results of this study shown that there is a significant positive impact between service quality and customer loyalty. It is based on the result of t-statistic with the t value > t table which is 2,285 > 1,98472 and significance> 0,05 which is0,025 < 0,05. There is a significant positive impact between customer satisfaction and customer loyalty. It is based on the result of t-statistic with the t value > t table which is 7,376 > 1,98472 and significance < 0,05 which is0,000 < 0,05. Altogether, there is an impact of service quality and customer satisfaction toward customer loyalty. It is based on the result of F statistic with the F value > F table which is 46,347 > 3,09 and significance < 0,05 which is 0,000 < 0,05.