Pengaruh Kualitas Layanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada JNT Expres Cabang Batam

Eka Rahma Safitri, Mauli Siagian

Abstract


Penelitian ini bertujuan untuk menginvestigasi pengaruh kualitas layanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada JNT Expres cabang Batam. Populasi yang akan dikaji adalah pelanggan yang telah menggunakan jasa layanan pengiriman barang JNT Expres cabang Tanjung Piayu pada tahun Agustus 2023 dengan berjumlah 60.203 pelanggan. Teknik penentuan sampel dapat dilalui dengan rumus Slovin yang telah menghasilkan 397 responden. Proses analisis data menggunakan pendekatan regresi linier berganda, yang meliputi pengujian terhadap uji kualitas data, uji asumsi klasik, uji pengaruh dan uji hipotesis. Hasil analisis regresi linier berganda menunjukkan bahwa kualitas layanan memiliki pengaruh sebesar 28,4% terhadap loyalitas pelanggan. Kepuasan pelanggan memiliki pengaruh sebesar 35,0% loyalitas pelanggan. Temuan dari koefisien determinasi (R2) menunjukkan bahwa secara keseluruhan, kualitas layanan dan kepuasan pelanggan dapat menjelaskan 65,1% variasi dalam loyalitas pelanggan. Selain itu, uji t dan uji F menunjukkan bahwa baik kualitas layanan dan kepuasan pelanggan memiliki pengaruh positif dan signifikan secara parsial maupun secara simultan terhadap loyalitas pelanggan pada JNT Expres cabang Batam.
Kata Kunci: Kepuasan Pelanggan. Kualitas Layanan, Loyalitas Pelanggan.

Abstract
This research aims to investigate the influence of service quality and customer satisfaction on customer loyalty at JNT Express Batam branch. The population to be studied are customers who have used the JNT Express goods delivery service at the Tanjung Piayu branch in August 2023, totaling 60,203 customers. The sampling technique can be used using the Slovin formula which has produced 397 respondents. The data analysis process uses a multiple linear regression approach, which includes testing data quality tests, classical assumption tests, influence tests and hypothesis tests. The results of multiple linear regression analysis show that service quality has an influence of 28.4% on customer loyalty. Customer satisfaction has an influence of 35.0% on customer loyalty. Findings from the coefficient of determination (R2) show that overall, service quality and customer satisfaction can explain 65.1% of the variation in customer loyalty. In addition, the t test and F test show that both service quality and customer satisfaction have a positive and significant influence partially or simultaneously on customer loyalty at JNT Express Batam branch.

Keywords: Customer Satisfaction, Customer Loyalty, Service Quality.

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References


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DOI: https://doi.org/10.37531/sejaman.v7i1.6636

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