PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KEPUASAN PELANGGAN TERHADAP RETENSI PELANGGAN STUDI KASUS ROTI BAKAR 88 PASAR LAMA TANGERANG

Abstract

This research was done to analyze the effect of variable (X1) quality of service to the variable (Y) that is customer retention, the influence of variables (X2) is the quality of products to variable (Y) that is customer retention, , the influence of variables (X3) is the customer satisfaction to variable (Y) that is customer retention and the effect of variable (X1) which is variable quality Comfort , variable (X2) is the quality of the product and variabel (X3) is the customer satisfaction simultaneously to variable (Y) customer retention. This research was conducted using a survey method. The population in this study is that consumers Roti Bakar 88  Pasar Lama Tangerang. Sampling with 100 respondents conducted by random sampling technique. While the analysis is done with the data, the classic assumption test hypothesis testing, validity, reliability, multiple regression analysis, multiple correlation analysis, and analysis of the coefficient of determination (R ²). Based on data analysis performed in this study, it can be concluded that the variable (X1) quality of service and significant positive effect on the variable (Y) is 38% of customer retention. Variable (X2) is the product quality and significant positive effect on the variable (Y) is 11% of customer retention, Variable (X3) is the customer satisfaction and significant positive effect on the variable (Y) is 18% of customer retention. F-count value is greater than the value of 798,01 F-table is 0,39. So Ho rejected and Ha accepted. The rest was influenced by other variables not examined in this study.