PENGARUH KUALITAS LAYANAN, HARGA, KEPUASAN KONSUMEN TERHADAP LOYALITAS PELANGGAN P.O INDRA PADANG- SIJUNJUNG

Abstract

This research aims to know the influence of service quality, price and consumers’ satisfaction on customers’ loyalty
toward PO Indra Padang – Sinjunjung. In this research used sample about 100 respondents of PO Indra. The choice
of sample was done by purposive sampling. The type of data used in this research was primary and secondary
data. This research used two variable categories; first, independent variable consisted of service quality, price and
consumers’ satisfaction, second independent variable of customers’ loyalty. The phase of data processing used
multiple regression model and statistical test of t-test. Based on hypothesis test can be concluded that consumers’
satisfaction have significant influence toward customers’ loyalty of PO Indra Padang – Sinjunjung.
Key words : Influence Of Service Quality, Price, Consumers’ Satisfaction