ANALISIS PENGARUH HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA CV. PRIMA EXPRESINDO CABANG KOTA PANGKALPINANG

Abstract

       The purpose of this study is to examine the effect of Price, Locations, and Service Quality on Customer loyalty in CV. Prima Expresindo Branch of Pangkalpinang. The research method used a purposive sampling method. Research respondents are customers at CV. Prima Expresindo Branch of Pangkalpinang number 100 people.

       The variables used are Price, Locations, and Service quality as the independent variable and Customer Satisfaction as the dependent variable that is developed by itself according to its indicators. This study uses qualitative analysis of primary data as a result of direct research in the field. As a tool, SPSS version 22 is used for processing statistical data. The results show that after calculating the SPSS application version 22 it is obtained that the result shows the Price, Locations, and Service quality positively and significantly impact Customer Loyalty. While the degrees of freedom 98 is (0,05) for the Price t-count is 4,079 and t-table is 1,66055 with the Locations t-count is 4,079 and t-table is 1,66055. And Quality service t-count is 4,561 and t-table is 1,66055. So obviously Ho is refused and H1 is accepted or if it is seen from the sign value is 0,000. Thus the decision is clear that Ho is refused and H1 is accepted. The coefficient of determination (r-square) is 0,821. The result shows the Price, Locations, and Service quality positively and significantly impact Customer Loyalty simultaneously proving that the Fcount is calculated at 13,238 while the F- table is 3,09 thus the Fcount equals (13,238)> F-table for (3,09).