PENGARUH KUALITAS PELAYANAN DAN DISTRIBUSI TERHADAP LOYALITAS PETANI DALAM MENGGUNAKAN PUPUK UREA BERSUBSIDI DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of this study was to inversigate the intervening role of customer
satisfaction on the relationship between service quality, distribution and customer
loyalty. The study population is all farmers used subsidized Urea fertilizer in X Koto
District and number of sample was accounted for 347 farmers. This study performed
proportional cluster sampling to get the sample. In order to test hypotheses, this study
conducted multiple, single and hierarchical regression analyses by using Statistical
Package for Social Science (SPSS) version 16.0. The results of analysis displayed that
a) Service quality and distribution positively and significantly explained farmer
loyalty. b) Service quality and distribution positively and significantly explained
customer farmer. 3) Farmer satisfaction was found to have positive and significant
effect farmer loyalty. 4) Farmer satisfaction played as intervening variable on the
relationship between service quality, distribution and farmer loyalty. The findings of
this study provided practical contribution and recommendation to enhancing farmer
satisfaction, service quality, and distribution.
Keywords: Service Quality, Distribution, Customer Satisfaction, and Customer Loyalty