Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Pembelian Ulang

Dewi Maharani Purbasari, Dewi Laily Permatasari


Abstract. The purpose of this study is to determine the effect of service quality and customer satisfaction on repeat purchase. The research method used in this research is quantitative research method. Population in this research is consumer of Yogya Grand Cirebon, with total sample counted 100 respondents. The sampling technique used uses purposive sampling. Data collection techniques used in this study is a questionnaire, with the scale measurement instrument using Likert scale. Data analysis technique used is multiple regression. The results showed that there is a significant influence between service quality and customer satisfaction on repeat purchase, partially and simultaneously.


Keywords: Service quality ; Customer satisfaction; Repeat purchase


Abstrak. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap pembelian ulang. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif. Populasi dalam penelitian ini adalah konsumen Yogya Grand Cirebon, dengan jumlah sampel sebanyak 100 orang responden. Teknik penarikan sampel yang digunakan mennggunakan sampling purposive. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, dengan skala pengukuran instrumen menggunakan skala likert. Teknik analisis data yang digunakan adalah regresi ganda. Hasil penelitian menunjukan bahwa terdapat pengaruh yang signifikan antara kualitas pelayanan dan kepuasan konsumen terhadap pembelian ulang, secara parsial dan simultan.


Katakunci:  Kualitas Pelayanan ; Kepuasan pelanggan; Pembelian Ulang


Service quality ; Customer satisfaction; Repeat purchase

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