Hubungan Kualitas Pelayanan Driver Grab Bike dengan Loyalitas Pelanggan Mahasiswa/i di Fakultas Psikologi Universitas Medan Area

Abstract

This research user quantitative research method. Research was conducted at the faculty of psychology, Medan Area University. The population is 1021 people. The sample is 117 people. The technique of sample research is purposive sampling technique. The scale used is service quality and customer loyalty. It is arranged based on likert scale. Along with the discussion that exists in the theoretical basis, the hypothesis proposed in this research read : there is a significant positive relationship between services quality and customer`s loyalty, with assumption that the higher the service quality of Grab bike drivers,the higher also the customer loyalty conversely the lower the service quality of grab bike drivers, the lower the customer loyalty. The result of data analysis using product moment correlation technique it is know that there is a significant positive relationship between service quality and customer loyalty. The existence of relationship+ ( rxy= 0,838, p=0,000 < 0,050) Service quality > (empirical mean 69,18 > hypothetical mean 52,5). This ,the hypothesis is accepted. The determinant coefficient (r2) of the relationship is 0,701. This means that service quality has an effect of 70,1 % on customer loyalty, 29,9 % of other factors on customer loyalty, namely the price promo, reward points and perceived value.