PENGARUH KUALITAS LAYANAN DAN LOKASI TERHADAP LOYALITAS KONSUMEN PENGGUNA LAPANGAN FUTSAL G-SPORT CENTRE DIKOTA PADANG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

This study examined the effect on service quality and location to customer loyalty of G-sport center futsal in the city of Padang with satisfaction as an intervening variable. Respondents of this study are customers who use G-Sport center futsal in the city of Padang. The sample size is one hundred respondents. Technical sampling method is purposive sampling. The method of analysis is by using multiple linear regression, simple linear regression and regression hierarchical. The results of study found that, service quality and location has significantly effect to customer loyalty, service quality and location has significantly effect to customer satisfaction, customer satisfaction significantly effect to customer loyalty. Customer satisfaction have a significant effect as an intervening variable between service quality and customer loyalty and significant affect Customer satisfaction as an intervening variable between location and customer loyalty. Recommended to futsal G-Sport center to consider service quality and customer satisfaction in order to foster a sense of loyal consumers of futsal G-Sport center.
Keyword: service quality, location, satisfaction and consumer’s loyalty.