PENGARUH PERSEPSI PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA TOKO KAIN TORAY PEMATANGSIANTAR

Abstract

Abstrak Hasil penelitian ini dapat diringkas sebagai berikut: 1. persepsi pelanggan yang baik, kepuasan pelanggan yang baik, dan loyalitas pelanggan yang tinggi; 2. hasil analisis regresi adalah Z = 13.598 + 0,981X, artinya terdapat pengaruh positif antara persepsi pelanggan terhadap kepuasan pelanggan dan Y = 13.017 + 0,954Z artinya terdapat pengaruh positif antara kepuasan pelanggan terhadap loyalitas pelanggan; 3. hasil analisis korelasi mendapatkan nilai r = 0,640, artinya terdapat hubungan yang cukup tinggi antara persepsi pelanggan dengan kepuasan pelanggan dan r = 0,763, artinya terdapat hubungan yang cukup tinggi antara kepuasan pelanggan dengan loyalitas pelanggan. Tingkat kepuasan pelanggan dapat dijelaskan oleh persepsi pelanggan sebesar 41,0% dan tingkat loyalitas pelanggan dapat dijelaskan oleh kepuasan pelanggan sebesar 58,2%; 4. hasil pengujian hipotesis H0 ditolak, artinya persepsi pelanggan memiliki berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Abstract The result of this study can be summarized as follows: 1. Good customer perception, good customer satisfaction, and high customer loyalty. 2. The results of regression analysis is Z = 13,598 + 0,981X, its means that there is positive influence between customer perception on customer satisfaction and Y = 13,017 + 0,954Z its means that there is a positive influence between customer satisfaction on customer loyalty. 3. The results of the analysis correlations get value r = 0,640, its means that there is moderately high correlation between customer perception with customer satisfaction and r = 0,763, its means that there is moderately high correlation between customer satisfaction with customer loyalty. The level of customer satisfaction can be explained by customer perception as big as 41,0% and the level of customer loyality can be explained by customer satisfaction as big as 58,2%. 4. The results of testing the hypothesis H0 is rejected, its means the customer perception have positive and significant influence customer loyalty with costumer satisfaction as intervening variable.