Abstract

Quality service can provide a sense of pleasure to customers that can have an impact on customer loyalty. This research was conducted to find out the effect of service quality on customer loyalty of Onelight Photography in Banyuwangi Regency. This research is quantitative research. Locciation research is determined by applying the purposive area method, namely in Onelight Photography, Jl. Ikan Mungsing no. 20 Banyuwangi. In determining the number of respondents using the Simple Random Sampling technique with the Slovin formula, there were 53 respondents. The techniques for collecting data used are kuesione,observation, and interviews. Datacollection uses editing, scoring, and tabulation. Inferential analysis uses data analysis that includes simple regression line analysis, regression variant analysis, F test, regression line effectiveness, and standard error of estimates. The acquisition of research showed that the service quality variable had a significant effect on customer loyalty of Onelight Photography in Banyuwangi Regency, namely Fhitung = 256,806 > Ftabel = 4.03 with significance level F = 0.000 <α = 0.05. For the variant value of the regression line which is 0.913 which belongs to a very strong category. The percentage of the percentage of service quality influence on Onelight Photography customer loyalty in Banyuwangi Regency amounted to 83.4%. While the rest is 16.6% dominated by other factors that are not discussed such as promotion, products and prices. This research can be concluded that there is a significant influence on the quality of service on customer loyalty of Onelight Photography in Banyuwangi Regency by 83.4%.

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