Pengaruh Kepercayaan Pelanggan, Aksesibilitas, Lokasi Dan Fasilitas Terhadap Loyalitas Pelanggan Di Stasiun Pengisian Bahan Bakar Umum (SPBU) 54.601.80 A. Yani Surabaya

Novia Agustina Ramadhani, Arif Rachman Putra

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SPBU adalah Stasiun Pengisian Bahan Bakar Umum. Ini adalah lokasi di mana kendaraan dapat mengisi bahan bakar. Di Indonesia, SPBU juga dikenal dengan sebutan Pom Bensin. Seiring dengan perkembangan zaman kita dapat dengan mudah menemukan SPBU. Salah satunya di kota Surabaya dimana SPBU sudah banyak tersebar di seluruh penjuru kota. Persaingan antar SPBU yang semakin ketat membuat pihak manajemen SPBU 54.601.80 A. Yani Surabaya harus membuat strategi untuk meningkatkan loyalitas pelanggan terhadap perusahaan.  Penelitian ini bertujuan untuk mengetahui bagaimana kepercayaan pelanggan, aksesibilitas, lokasi, dan fasilitas berpengaruh terhadap loyalitas pelanggan di Stasiun Pengisian Bahan Bakar Umum (SPBU) 54.601.80 A Yani Surabaya. Metodologi yang digunakan untuk penelitian ini bersifat kuantitatif. Partisipan penelitian ini terdiri dari pelanggan atau klien yang mengisi bahan bakar di stasiun pengisian bahan bakar umum (SPBU) 54.601.80 A Yani Surabaya. Untuk analisis, regresi linier berganda adalah teknik yang digunakan. Temuan menunjukkan bahwa kepercayaan pelanggan (X1), aksesibilitas (X2), lokasi (X3), dan fasilitas (X4) secara signifikan berdampak pada loyalitas pelanggan (Y).

Kata Kunci : Kepercayaan Pelanggan; Aksesibilitas; Lokasi; Fasilitas; Loyalitas Pelanggan.


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DOI: https://doi.org/10.37531/yum.v8i2.8336

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