IDA RAHAYU SIPAHUTAR, NPM 2201300322 (2026) PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN PELANGGAN DALAM MENINGKATKAN LOYALITAS KONSUMEN PADA USAHA TOKO GROSIR NURHASANAH DI DESA SEI RAKYAT. Tugas_Akhir(Artikel) Jurnal Manajemen, Akuntansi, Ekonomi, 5 (1). pp. 408-419. ISSN 2828-7770(e:ISSN) 2985-573X(p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Loyalitas Konsumen. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan regresi linier berganda. Data penelitian diperoleh melalui penyebaran kuesioner kepada 77 responden yang merupakan konsumen. Teknik analisis data menggunakan bantuan program SPSS dengan melalui uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Konsumen, sedangkan Kepercayaan Pelanggan berpengaruh positif namun tidak signifikan terhadap Loyalitas Konsumen. Secara simultan, Kualitas Pelayanan dan Kepercayaan Pelanggan berpengaruh signifikan terhadap Loyalitas Konsumen dengan nilai signifikansi 0,000. Nilai R Square sebesar 0,699 menunjukkan bahwa 69,9% variasi Loyalitas Konsumen dapat dijelaskan oleh kedua variabel independen, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, peningkatan kualitas pelayanan menjadi faktor utama dalam meningkatkan loyalitas konsumen. Kata Kunci: Kualitas Pelayanan, Kepercayaan Pelanggan, Loyalitas Konsumen, Regresi Linier Berganda ================================================================================================== This study aims to analyze the effect of Service Quality and Customer Trust on Consumer Loyalty. The research method used is a quantitative approach with multiple linear regression analysis. The data were collected through questionnaires distributed to 77 respondents who are consumers. The data analysis technique was conducted using SPSS, including validity, reliability, normality, multicollinearity, heteroscedasticity tests, t-test, F-test, and the coefficient of determination (R²). The results show that partially, Service Quality has a positive and significant effect on Consumer Loyalty, while Customer Trust has a positive but not significant effect on Consumer Loyalty. Simultaneously, Service Quality and Customer Trust have a significant effect on Consumer Loyalty with a significance value of 0.000. The R Square value of 0.699 indicates that 69.9% of the variation in Consumer Loyalty can be explained by the two independent variables, while the remaining is influenced by other factors outside this study. Therefore, improving service quality is the main factor in enhancing consumer loyalty. Keywords: Customer Trust, Consumer Loyalty, Multiple Linear Regression, Service Quality
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan, Kepercayaan Pelanggan, Loyalitas Konsumen, Regresi Linier Berganda==============Customer Trust, Consumer Loyalty, Multiple Linear Regression, Service Quality |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 10 Jul 2026 09:16 |
| Last Modified: | 10 Jul 2026 09:16 |
| URI: | http://repository.ulb.ac.id/id/eprint/2592 |
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