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PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PT. PRIMAJASA PERDANARAYA UTAMA BANDUNG

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ABSTRACT THE INFLUENCE OF SERVICE QUALITY ON COSTUMER LOYALTY AT PT. PRIMA JASA PERDANA RAYA BANDUNG Written by: Yushak Virgiawan Yulianto NIM: 1431001 This research uses the descriptive research method, with a questionnaire technique to 35 respondents of customers of PT. Prima Jasa Perdana Raya Utama. To process the data obtained from the company, this study uses statistics by processing data using statistical formulas Simple correlation coefficient test, significant test (t test) coefficient of determination analysis, simple linear regression analysis and SPSS software. The results showed the results of Correlation Coefficient Analysis of service quality (r) = 0.728 means that it has a strong relationship with customer loyalty. Based on the column significant degrees of freedom (n-2) with α = 0.005 count> t table (1.348> 2.019), therefore H0 is rejected and Ha is accepted, IE there is a positive relationship between service quality and customer loyalty. . Determination coefficient test results obtained 50.2% effect on customer loyalty the remaining 49.8% influenced by variables not discussed in the study. Simple regression results by = 30.747 + 0.234X This means that there is a positive influence between service quality and customer loyalty. Key Words: Service Quality, Costumer Loyalty