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PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DI XTRANS BANDUNG

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ABSTRACT THE EFFECT OF QUALITY OF SERVICE TO CONSUMER LOYALTY IN XTRANS BANDUNG Written by: Sandro Bagus Simanjuntak NIM: 1631044 The purpose of writing in this study was to determine the effect of service quality on consumer loyalty in Xtrans Bandung. The method used in this research is descriptive method by using several analysis calculations, such as correlation coefficient analysis, significance test, correlation coefficient determination and simple linear regression analysis with the help of SPSS 21. Data collection techniques using a questionnaire that has been tested for validity and reliability, with the number of samples taken was 100 respondents. The quality of Xtrans services is quite good, with an average value of 3.23. Where the highest indicator is physical evidence with an average value of 3.80 and the lowest indicator is empathy with an average value of 2.86. The results of the correlation coefficient obtained r = 0.787 which means that the correlation between service quality and consumer loyalty is strong. From the results of existing studies the quality of service has a t-test value of 12.674> 1.987 t-table, it can be concluded that there is a significant influence between service quality on customer loyalty. Based on the SPSS results, the results of simple linear equations are Y = 5,066 + 0, 737 X. Which means that if the service quality variable increases 1%, consumer loyalty also increases by 0.737. Based on the calculation of the coefficient of determination it was found that 62.0% of consumer loyalty is influenced by service quality and the other 38% is influenced by other variables not discussed in this study. In addition to maintaining and improving service quality, XTRANS must also create customer satisfaction so that later customer loyalty becomes higher, by providing good services and providing good facilities as well as to attract consumer interest. Keywords: Service Quality, Consumer Loyalty