PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MADHA CELL (Studi Kasus di Desa Kramat Kraton Pasuruan)
Abstract
This study aims to determine the extent of the influence of Location and Service Quality on Customer Loyalty at Madha Cell, which is located at Madha Counter, Kramat Village, RT 01 RW 01, Kraton District, Pasuruan Regency, East Java 67151, using a quantitative research method. The data source used is primary data, obtained through questionnaires distributed to 75 respondents from a population of unknown size, using a Likert Scale and Random Sampling as the sampling technique. The data collected were analyzed using multiple linear regression analysis. The results of this study indicate that the location variable does not have a significant effect on customer loyalty. This is evidenced by the fact that the location variable has a significance level greater than the α value of 0.05, namely (0.120 > 0.05). On the other hand, the service quality variable has a significant effect on customer loyalty, as shown by the significance level being less than the α value of 0.05, namely (0.000 < 0.05). Furthermore, the location and service quality variables simultaneously have a significant effect on customer loyalty at Madha Cell, as indicated by the overall significance level being less than 0.05, namely (0.000 < 0.05).
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