Analisis Faktor-faktor yang Mempengaruhi Loyalitas Pelanggan pada PT. Matahari Department Store Simpang Lima Semarang

PT. Matahari Department Store is one of the largest retail center located in Semarang Simpang Lima. In measuring customer loyalty, there are several factors, namely factors of service quality, customer satisfaction and loyalty factors program. One of the first customer loyalty factor is the quality of service. Quality of service is one of the factors that most affect customer satisfaction and customer satisfaction is one of the most influential factors for customer loyalty. If the quality of services provided by the company can make customers satisfied and loyal customers are loyal to the PT. Matahari Department Store. PT. Matahari Department Store implementing a new policy that MCC card customers are required to pay to extend the card and for customers who want to subscribe to the MCC card is also required to pay, so as a new policy that decreases the MCC card user customers and any customer complaints about the new policy. This study uses Structural Equation Modeling with a sample of 200 people. The analytical method used was analysis of Structural Equation Modeling and analysis of statistical goodness of fit test. The results of the study found that the factors that most affect customer loyalty is customer satisfaction and loyalty programs with value estimates of 0.41. Variable customer satisfaction is also influenced by the variable quality of service and loyalty programs, but the variables that most affect customer satisfaction variable is the variable quality of service with value estimates of 0.81