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HUBUNGAN KUALITAS PELAYANAN DAN CITRA PERUSAHAAN DENGAN LOYALITAS KONSUMEN PADA PRODUK ASURANSI KEBAKARAN DI PT ASURANSI CENTRAL ASIA CABANG DUTA MERLIN

DEBIE KOSTARIKA

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Title HUBUNGAN KUALITAS PELAYANAN DAN CITRA PERUSAHAAN DENGAN LOYALITAS KONSUMEN PADA PRODUK ASURANSI KEBAKARAN DI PT ASURANSI CENTRAL ASIA CABANG DUTA MERLIN
Author DEBIE KOSTARIKA
Abstract Penelitian ini bertujuan untuk mengetahui hubungan kualitas pelayanan dengan loyalitas konsumen, mengetahui hubungan citra perusahaan dengan loyalitas konsumen, mengetahui hubungan antara kualitas pelayanan dan citra perusahaan dengan loyalitas konsumen dan mengetahui berapa besar presentase hubungan antara kualitas pelayanan dan citra pemsahaan dengan loyalitas konsumen. Metode yang digunakan dalam penelitian ini adalah kuantitatiE hasil dan kesimpulan penelitian ini menunjukkan bahwa: terdapat hubungan antara Kualitas Pelayanan (Xi) dengan Loyalitas Konsumen (Y) yang dibuktikan dengan thitung> t,abel (2,116 > 1,99125). Terdapat hubungan antara Citra Perusahaan (X2) dengan Loyalitas Konsumen (Y) yang dibuktikan dengan thitung > ttabel (6,471 < 1,99125). Selanjutnya terdapat hubungan antara kualitas pelayanan (Xi) dan citra perusahaan (X2) dengan loyalitas konsumen (Y). Hal ini terlihat pada nilai Fhi,ung> Ftat,ei (81,970 > 3,11). Dari hasil pengolahan dan komputerisasi menggunakan program SPSS diperoleh nilai koefisien determinasi (R2) sebesar 0,680. Hal ini menunjukkan bahwa loyalitas konsumen (Y) dapat dipengaruhi oleh kualitas pelayanan (Xi) dan citra perusahaan (X2) sebesar 0,680 atau 68%, sedangkan 0,320 sisanya atau 32% dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini. Kata Kunci : Kualitas Pelayanan, Citra Perusahaan, Loyalitas Konsumen
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