PENGARUH KEPUASAN KONSUMEN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DI PT. ASURANSI RAMAYANA SERANG

Abstract

This research was conducted to determine the effect of partially and simultaneously consumer satisfaction and service quality on consumer loyalty at PT. Ramayana Serang Insurance. The research method used is a survey with a quantitative approach, the population is all consumers of PT Asuransi Ramayana Serang who are active in January 2021 as many as 552 employees and the determination of the sample using the slovin formula so that the sample is 85 samples. The results of the analysis show that consumer satisfaction has a positive and significant effect on consumer loyalty, this is evidenced by the value of tcount greater than ttable (6.159>1.989) with sig. 0.000 <0.05 so H0 is rejected and Ha is accepted. The results of the analysis show that service quality has a positive and significant effect on consumer loyalty, this is evidenced by the value of tcount greater than ttable (8,546>1,989) with sig. 0.000 <0.05 so that H0 is rejected and Ha is accepted. The results of the analysis show that consumer satisfaction and service quality have a positive and significant effect on consumer loyalty, this is evidenced by the value of Fcount>Ftable (130.102>3.11) and the value of sig F < (0.00<0.05). So it can be concluded that Ho is rejected and Ha is accepted. Consumer Loyalty is explained by the variable of consumer satisfaction and service quality of 76%.

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