Abstract
The research objective to be achieved is to determine the effect of service quality on customer loyalty through customer satisfaction. PT. Ultrajaya Milk Industry Co Tbk, East Jakarta. This research uses quantitative methods. The population in this study were customers of Ultrajaya Milk Industry Co Tbk, East Jakarta. The sampling technique uses the incidental sampling technique. Before testing the hypothesis, the data instrument is tested; first, the data analysis method uses simple linear regression and path analysis. The research results can be concluded as follows: 1). Service quality has a positive and significant effect directly on customer loyalty. 2). Customer satisfaction has a positive and significant effect directly on customer loyalty. 3). Service quality has a positive and significant effect directly on customer loyalty. 4). Service quality has an indirect positive and significant effect on customer loyalty through customer satisfaction. PT. Ultrajaya Milk Industry Co Tbk, East Jakarta.
Highlights
The development of the business world is currently experiencing a relatively declining development, this is due to the conditions in our country which are being hit by the Covid 19 disease and in general, almost all companies, especially companies engaged in the industrial sector, are experiencing difficulties in marketing
The research objective to be achieved is to determine the effect of service quality on customer loyalty through customer satisfaction
The population in this study were customers of Ultrajaya Milk Industry Co Tbk East Jakarta, which purchased an unknown number of products from the company between March and May 2021
Summary
The development of the business world is currently experiencing a relatively declining development, this is due to the conditions in our country which are being hit by the Covid 19 disease and in general, almost all companies, especially companies engaged in the industrial sector, are experiencing difficulties in marketing. A business activity carried out by a company has several objectives to be achieved by business owners and investors as investors. Every company strives to get new customers and retain existing customers so that the company's main goals can be achieved and the company's survival can be guaranteed. This causes entrepreneurs to realize the importance of marketing knowledge to support achieving the company's goals
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