Pengaruh Excellent Service terhadap Kepuasan Pelanggan Serta Dampaknya pada Loyalitas Pelanggan (Survei pada Pelanggan Pizza Hut Malang Town Square)

摘要

The objectives of this research are to analize (1) the influence of Excellent Service on Customer Satisfaction; (2) the influence of Excellent Service on Customer Loyalty; and (3) the influence of Customer Satisfaction on Customer Loyalty. Research type is explanatory research with quantitative approach. The sample are 116 respondents who are the customers of Pizza Hut at Malang Town Square. Sampling technique is purposive sampling. Data were collected by distributing the questionnaire. Data analysis techniques include descriptive analysis and path analysis. Result of the research indicates that (1) Excellent Service (X) is significantly influencing customer satisfaction (Y1); (2) Excellent Service (X) is not significantly influencing customer loyalty (Y2); and (3) customer satisfaction (Y1) is significantly influencing customer loyalty (Y2).