Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Konsumen Menggunakan Jasa PT Travel Lovely Holidays Cabang Ringroad Medan

Abstract

The purpose of the study is to identify the effect of service quality and cost towards consumer loyalty in using services at PT. Travel Lovely Holidays Branch Office Ringroad Medan. The method used in this study is the associate research which combining two variables or more. The study determines 93 participant as the sample size due to the total population is 1036 and utilizes the Slovin method. The result showed that hypothesis test on t test of services quality is tvalue (3.654) > ttable (1.6619). it can be infered that services quality is positively and significantly influencing the consumer loyalty. Then, cost variable showed that tvalue (10.885) > ttable (1.6619). Cost variable was also positively and significantly influencing the consumer loyalty. Then, it can be found that fvalue (124.577) > ftable (3.10) on hypothesis H0 was rejected and Ha was accepted. This, it can be assumed that the factors (service quality, cost), simultaneously have a significance towards consumer loyalty and Adjusted R Square value is 0.729. To find out the impact of free variable to bound variable was by using determination coefficient (KD) = R2 x 100%, so it gained KD = 72.9%. The determination test result showed that services quality and cost had impact towards consumer loyality (bound variables) as 72.9%. Then, a total 27.1% might be contributed by other factors.