ANALISIS PENGARUH VARIABEL PRODUCT QUALITY, SALES SERVICE QUALITY, TECHNICAL REPAIR SERVICE SUPPORT DAN COMPLAINT HANDLING SERVICE TERHADAP CUSTOMER LOYALTY MELALUI TRUST IN THE SUPPLIER PADA PRODUK HARS DI SURABAYA
Abstract
In Indonesia economic growth and populations with more productive age
than the current number of jobs available. This triggers in particular the youth to
create their own opportunities by opening a business. Mostly classified as
business actors of industrial sector of Micro, Small and Medium Enterprises
(UMKM). Hars is one of the UMKM industry sector engaged in culinary
originating from Surabaya. Own Hars product consists of Terang Bulan and
Martabak with various flavor variants.
In this study, as for the factors studied are, product quality, sales service
quality, technical support service support, complaint handling service, and trust in
the supplier in influencing customer loyalty.
The results showed that the largest factor loading value indicated by the
influence of trust in the supplier to customer loyalty that is equal to 0.665. Next is
the influence of complaint handling service to trust in the supplier that is equal to
0,594. Then the influence of product quality to trust in the supplier is 0.432. Next
is the influence of sales service quality on trust in the supplier with regression
coefficient value of 0.286 and the last is the influence of technical repair service
support to trust in the supplier with regression coefficient value of 0.231. Related
to the practical implications of Hars in the future need to add delivery service this
will certainly greatly assist customers in reaching Hars products
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