Price Analysis, Service Quality, Customer Satisfaction on Customer Loyalty at Pt. Tigaraksa Satria, Tbk Medan

Abstract

This study aims to analyze how much influence price, service quality and customer satisfaction have on customer loyalty at PT. Tiga Raksa Satria Tbk Medan. This study used a quantitative descriptive method by using a normative approach (legal research) to obtain secondary data and an empirical approach (juridical sociological), to obtain primary data through field research (field research). The results showed that the effect of price, service quality and customer satisfaction on customer loyalty at PT. Tigaraksa Satria Tbk, and based on the research results are as follows: First, the effect of price on customer loyalty has a positive and significant effect, which means that if the price improves, customer loyalty will also improve. Second, the effect of service quality on customer loyalty has a positive and significant effect, which means that if service quality increases, customer loyalty will also increase. Third, the effect of customer satisfaction on customer loyalty has a positive and significant effect, which means that if customer satisfaction increases, customer loyalty will also increase. Fourth, the overall effect of price, service quality and customer satisfaction on customer loyalty has a positive effect, which means that if the three independent variables are continuously improved, customer loyalty will also increase. Therefore, it is hoped that PT. Tigaraksa Satria Tbk in terms of improving customer loyalty to pay more attention to the issue of price, service quality and customer satisfaction. In order to create good customer loyalty at PT. Tigaraksa Satria Tbk. Keywords: Price, Service Quality, Customer Satisfaction and Loyalty Customer.