Pengaruh Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Pelanggan (Survey Pada Pelanggan Surabaya Drag Race)

Abstract

Todays, the tight competition in various business sectors such as the services sector can not be avoided anymore. service sector in order to retain customers in order to obtain satisfaction and high loyalty, required a strategy that can be implemented by the company. One important strategy is to provide excellent service quality and promotion. Competition in the business world requires a place of tourist attractions or entertainment in the city of Surabaya to be able to read opportunities that exist. One of them is kenjeran park, the place where the Surabaya Drag Race makes an event every weekend. This study aims to determine how the influence of Service Quality and Customer Loyalty to Customer Satisfaction. The expected benefits of this research is to increase the repertoire of science in the field of management, especially how much influence the Quality of Service and Customer Loyalty so as to improve Customer Satisfaction in Surabaya Drag Race Community. This research is a causal research. The research method used is quantitative method with data processing using AMOS. The data was collected by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, following the Surabaya Drag Race event at least 3 times in 1 year. The results showed that Quality of Service with a significant level of 0.000 significant effect on Customer Satisfaction; Quality of Service with a significant level of 0.000 also means that the variable also has a significant effect on Customer Loyalty. While Customer Satisfaction with a significant level of 0.003 affects Customer Loyalty significantly