PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA HOTEL RADEN WIJAYA MOJOKERTO

PUTRI INDRIANI, PUTRI INDRIANI (2019) PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA HOTEL RADEN WIJAYA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRAK Indriani, Putri. 2018. Effect of Service Quality and Trust on Customer Loyalty at Raden Wijaya Hotel Mojokerto.Script / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Lecturer I : Eny Setyariningsih, SE., MM Lecturer II : Hartono, SE., MM One of the most important factors in creating customer loyalty is by improving the quality of good service. Companies must be able to meet the needs and wants of customers according to what they expect. In addition, by growing trust in the minds of consumers, it can indirectly affect long-term relationships with the company. This study aims to determine the effect of service quality and trust on customer loyalty in the Hotel Raden Wijaya Mojokerto. The type of data used in this study is a quantitative questionnaire. And the source of data in this study was obtained through primary data. The population in this study were all service users of Raden Wijaya Hotel in the last 2 months totaling 240 customers. The sample in this study were 70 respondents. The sampling technique used is the Non Probability Sampling technique with a sampling method that is Accidental Sampling. And data analysis using multiple linear regression analysis with the help of SPSS version 22. The results of the study stated simultaneously and partially the quality of service and trust had a significant positive effect on customer loyalty in the Hotel Raden Wijaya Mojokerto. This shows that service quality plays a role in shaping customer loyalty and trust is one of the factors that can build customer loyalty to stay afloat. Keywords: Service Quality, Trust, Customer Loyalty

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