Increasing Customer Loyalty Through Service Quality with Customer Satisfaction as an Intervening Variable in Andromeda Interior Design
Abstract
This study aims to analyze the influence of service quality on customer satisfaction, the influence of service quality on customer loyalty, and the influence of customer satisfaction on customer loyalty at Andromeda Interior Design Pangkalan Bun. Customer loyalty is an important factor for the sustainability of a service business, because loyal customers tend to make repeat purchases, recommend to others, and do not easily switch to competitors. The research used an explanatory research method with a quantitative approach. The population in this study were all customers of Andromeda Interior Design Pangkalan Bun. The sampling technique used purposive sampling with a sample size of 96 respondents. The research data were obtained through the distribution of questionnaires to respondents. Data analysis techniques used included validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis. The research results show that service quality has a positive and significant effect on customer satisfaction. Service quality also has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty. This indicates that the better the service quality a company provides, the higher the level of customer satisfaction, which ultimately increases customer loyalty. Based on the research results, it can be concluded that service quality plays a crucial role in increasing customer satisfaction and loyalty at Andromeda Interior Design Pangkalan Bun. Therefore, the company needs to continuously improve service quality to retain customers and increase long-term loyalty.
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DOI: http://dx.doi.org/10.30659/jrbi.v23i2.52874
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