ANALISIS PENGARUH KUALITAS LAYANAN DAN KONSEP DIRI KONSUMEN TERHADAP LOYALITAS PELANGGAN MELALUI SIKAP KONSUMEN DAN PROSES PEMBELIAN PELANGGAN NATASHA SKIN CARE CABANG KERTAJAYA DI SURABAYA

Abstract

This thesis is addressed to understand how are the impact of service quality and consumer self concept toward customer loyalty of Natasha Skin Care through consumer attitude, purchase decision, and customer satisfaction Natasha Skin Care particularly at Kertajaya, Surabaya. Sample that is being used in this thesis is characterize as for women who are the user of Natasha Skin care and make purchase of the product with the minimum of purchasing two times within 3 months and the age between 18-60 years old living in Surabaya. The sum of the respondents for this thesis are 145 respondents. Structural Equation Modeling (SEM) with Amos 16.0 software will be used as to process and to analyze the data. The analysis data result show that service quality has positive an significant impact toward consumer attitude and customer satisfaction. Consumer self concept has positive and significant impact toward customer attitude. Customer attitude has positive and significant impact toward purchase decision. Purchase decision has positive and significant impact toward customer satisfaction and the last, customer satisfaction has positive and significant impact toward customer loyalty. Empirical research indicates that service quality has high impact toward customer satisfaction with a coefficient regression of 0.44 and customer satisfaction has great impact toward customer loyalty with a coefficient regression of 0.76.