Pengaruh Kualitas Pelayanan melalui Citra Perusahaan Terhadap Loyalitas Pelanggan PT. Perkebunan Nusantara V Pekanbaru

Abstract

This study aims to determine the effect of service quality through a corporate image on customer loyalty at PT Perkebunan Nusantara V Pekanbaru. This study uses a quantitative method in the type of explanatory research and uses primary data. Data collection was carried out using a questionnaire consisting of 26 questions and a sample consisting of 50 respondents using the census method. Research data was collected using a questionnaire that was measured using a Likert scale and processed using SEM PLS 3.2.9 to process data and test hypotheses. The results showed that service quality significantly impacts corporate image and customer loyalty, both direct and indirect effects through the mediation of corporate image variables. In addition, the corporate image variable shows a significant direct impact on customer loyalty variables. Penelitian ini bertujuan untuk mengukur kualitas pelayanan dan citra perusahaan sebagai variabel mediasi dalam meningkatkan loyalitas pelanggan pada PT. Perkebunan Nusantara V Pekanbaru. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Data primer dikumpulkan melalui survei terhadap 50 responden dengan sampel sensus dan teknik statistik Partial Least Square (PLS) untuk mengolah data dan menguji hipotesis. Hasil penelitian menunjukkan adanya pengaruh signifikan kualitas pelayanan terhadap citra perusahaan dan loyalitas pelanggan, baik pengaruh langsung maupun tidak langsung melalui mediasi variabel citra perusahaan. Variabel citra perusahaan menunjukkan pengaruh langsung signifikan terhadap variabel loyalitas pelanggan

Keywords

• service quality
• company image
• customer loyalty