ANALISIS KUALITAS PELAYANAN, KEPERCAYAAN, DAN KEWAJARAN HARGA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN PADA CINDERELLA SCHOOL OF ENGLISH FOR CHILDREN DI BANDUNG

Purwanti, Arni and Wahdiniwaty, Rahma (2017) ANALISIS KUALITAS PELAYANAN, KEPERCAYAAN, DAN KEWAJARAN HARGA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN PADA CINDERELLA SCHOOL OF ENGLISH FOR CHILDREN DI BANDUNG. Jurnal Ilmiah Magister Manajemen, Vol.03. ISSN 2337-5299

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Official URL: http://jimm.mm.pasca.unikom.ac.id/jurnal/analisis-...

Abstract

Persaingan bisnis yang semakin ketat menyebabkan perusahaaan harus membangun strategi untuk meningkatkan loyalitas pelanggan. Pelanggan pada Cinderella School of English for Children Bandung dinilai belum loyal karena banyak terjadi perpindahan kepada pesaing, harga yang ditetapkan dinilai kurang wajar, kepercayaan konsumen juga dinilai masih kurang, serta kualitas pelayanan yang masih belum maksimal. Tujuan penelitian ini yaitu untuk mengetahui Pengaruh Kualitas Pelayanan, Kepercayaan dan Kewajaran Harga Terhadap Loyalitas Pelanggan Pada Cinderella School of English for Children Bandung.Metode yang digunakan dalam penelitian ini adalah metode deskriptif dan verifikatif. Unit analisis dalam penelitian ini adalah orang tua siswa Cinderella School of English for Children Bandung yang berjumlah 257 responden. Pengujian statistik yang digunakan adalah Path Analysis dan menggunakan bantuan program aplikasi Lisrel ver 8.8. Hipotesa menunjukan terdapat pengaruh Kualitas Pelayanan, Kepercayaan dan Kewajaran Harga Terhadap Loyalitas Pelanggan Pada Cinderella School of English for Children Bandung dengan besar pengaruh 88%. Penelitian ini memberikan bukti empiris bahwa Kualitas Pelayanan, Kepercayaan dan Kewajaran Harga berpengaruh signifikan terhadap Loyalitas Pelanggan Pada Cinderella School of English for Children Bandung. Increasingly fierce competition forced the company to build a strategy to increase customer loyalty. Customer in the Cinderella School of English for Children Bandung considered not loyal because transfer occurs to a competitor, the price set is considered less fair, consumer trust is also assessed to be less, and the service quality that is not maximized. The purpose of this research is to discover the impact of Service Quality, Trust and Price Fairness on Customer Loyalty In Cinderella School of English for Children Bandung. This research exercises descriptive and verificative methods. The unit of analysis in this research is the 257 of parents of students Cinderella School of English for Children Bandung. The statistical tests which is used are a path analysis and is helped by using application program Lisrel ver 8.8. The hypothesis shows that there is a 88 % significance of the impact of Service Quality, Trust and Price Fairness on Customer Loyalty In Cinderella School of English for Children Bandung. This research has given empirical evidence that the Service Quality, Trust and price Fairness have impact on the Customer Loyalty In Cinderella School of English for Children Bandung.

Item Type: Article
Uncontrolled Keywords: kualitas pelayanan, kepercayaan, kewajaran harga, loyalitas pelanggan.; service quality, trust, price fairness, customer loyalty
Subjects: Jurnal Tercetak > JIMM - Jurnal Ilmiah Magister Manajemen
Divisions: Universitas Komputer Indonesia > Fakultas Pascasarjana > Magister Manajemen (S2)
Depositing User: M.Kom Taryana Suryana
Date Deposited: 20 Apr 2017 02:33
Last Modified: 20 Apr 2017 02:33
URI: http://repository.unikom.ac.id/id/eprint/51312

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