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.