ANALISIS PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS KEANGGOTAAN

Abstract

      The purpose of this study is to determine the effect of Service Quality and Customer Satisfaction on Membership Loyalty, either partially or simultaneously.

          The method used in this study is descriptive with a quantitative approach with the intention to find the relationship between independent variables a dependent variables by using a statistical formula that examines the relationship influence the quality of service and customer satisfaction on the loyalty Herbalife membership in Pangkalpinang. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this study amounted to 30 members of Herbalife in one of Herbalife Healthy Homes in Pangkalpinang.

        The results of the study show that: (1) there is a significant influence between the variable of Service Quality on Membership Loyalty. This is evidenced by the t-count (9,199) > t-table (2.04841). (2) The result also proves that there is a significant influence between the Customer Satisfaction variable to Membership Loyalty. This is evidenced by the t-count (7,257) > t-table (2.04841). And (3) The result of the research shows that there is a significant influence on the variable of Service Quality and Customer Satisfaction on Membership Loyalty at Herbalife Health House in Pangkalpinang which is proved by Fcount (55,938) > Ftable (3,35).