Hubungan Harga dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan di Pasar Kapasan Surabaya
The Relationship between Price and Service Quality on Customer Loyalty in the Kapasan Market Surabaya
Abstrak
Penelitian ini dilakukan di pasar kapasan Surabaya, dimana didalamnya terdapat banyak penjual yang menjual produk fashion yang sama antara penjual lainnya. Sehingga menimbulkan persaingan antar penjual diantaranya persaingan harga dan kualitas pelayanan untuk menarik pelanggan. Penelitian ini bertujuan untuk mengetahui bagaimana hubungan antara harga dan kualitas pelayanan terhadap loyalitas pelanggan di pasar kapasan Surabaya. Jenis penelitian ini adalah penelitian kuantitatif dengan menggunakan pemgambilan data melalui kuesioner dengan metode incidental sampling. Analisis data menggunakan uji korelasi berganda, uji parsial (uji t), uji simultan (uji f), dan uji koefisien determinasi (uji R². Hasil penelitian ini menunjukkan bahwa variabel harga berpengaruh signifikan terhadaployalitas pelanggan dan variabel kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan. Dengan hasil uji koefisien determinasi (R²) berada pada nilai 34,4% artinya variabel harga dan kualitas pelayanan berperan sebesar 34,4% terhadap loyalitas pelanggan.
Abstract
This research was conducted in the Kapasan market in Surabaya, where there are many sellers who sell the same products among other sellers. Attract competition among buyers competing in price and quality of service to attract customers. This study aims to study how the relationship between price and service quality on customer loyalty in the Kapasan Surabaya market. This type of research is quantitative research using data collection through a questionnaire with incidental sampling method. Data analysis used multiple correlation test, partial test (t test), simultaneous test (f test), and coefficient of determination test (R2 test). The results of this study indicate that the price variable has a significant effect on customer loyalty and the service quality variable has a significant effect on customer loyalty. With the test results the coefficient of determination (R2) is at 34.4% meaning that the price and service quality variables play a role of 34.4% on customer loyalty.