PENGARUH PRICE, PROMOTION, PRODUCT QUALITY, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PT.SEWATOILET INDONESIA DI SURABAYA
Abstract
Portable toilet is a toilet which is easily to be moved which is used in
construction projects, outdoor events, recreation places and other places. PT
Sewatoilet Indonesia has many branches in big cities in Indonesia and a biggest
toilet rental in Indonesia.
This research aimed to study the effect of Price, Promotion, Product
Quality, Service Quality PT Sewatoilet Indonesia toward Customer Loyalty
through Customer Satisfaction, especially for PT Sewatoilet customer in Surabaya.
Samples used in this study are customers of Sewatoilet Indonesia which are
located in Surabaya. The samples used are 52 respondent. Data from this study was
analised using multinomial logistic regression using SPSS software.
Results from this study showed that Product Quality (PQ) gave the biggest
influence which then followed by Price (PRI), Promotion (PRO) and Service
Quality (SQ) respectively toward customer satisfaction. The model also showed
that customer satisfaction has influenced customer loyalty.