ANALISIS PENGARUH LOKASI, PRODUK DAN PELAYANAN PADA PELANGGAN TERHADAP LOYALITAS KONSUMEN DI PERCETAKAN CV. WATY GRAFIKA MEDAN
Aisyah, Rismayani, Parulian
Printing company in Medan is growing rapidly. In this town, there are many printing companies in considerable numbers. This results an increasing competition in the field. CV. Waty Grafika Medan, which is located at Jalan Jamin Ginting 140 Medan, has established since January 1984. The problem in this research is to examine how the location, product, and customer service of CV. Waty Grafika Medan affect on its customer satisfaction and how it then affects on the customer loyalty at this company. The hypotheses of this study are 1) Locations, products, and customer service affect on customer satisfaction at CV. Waty Grafika Medan, 2) Customer satisfaction affects on customer loyalty at CV. Waty Grafika Medan. The theory used in this study is the marketing management services related to services marketing mix, especially with the location (place), products, customer service, customer satisfaction, and customer loyalty. The research method applies survey approach, the type of research is descriptive quantitative, and the character of the research is explanatory research. The methods of data collection use observation, interviews, questionnaires, and documentation study. The first hypothesis testing uses multiple regression analysis by F test and t test, and the second hypothesis uses a simple regression. The results of the first hypothesis indicate that the location, product, and customer service simultaneously significantly influence customer satisfaction at CV. Waty Grafika Medan. Variable location of the partial no significant effect on customer satisfaction, but the product variable and customer service has significant influence to customer satisfaction. Analysis of the second hypothesis of the partial showed satisfaction variables significantly influence customer loyalty. The research concludes that location, product, and customer service affect customer satisfaction at CV. Waty Grafika Medan and the satisfaction affects customer loyalty at this company.
Key words: location, product, service, loyalty.