PENGARUH KUALITAS LAYANAN, KEPUASAN PELANGGAN DAN BUDAYA GUSJIGANG TERHADAP LOYALITAS PELANGGAN

Purpose of this research is to determine how the positive and significant impact of service quality, customer satisfaction, customer loyalty and gusjigang culture partially or simultaneously to customer loyalty. The population in this research was a customer of the grocery store in the Pasar Kliwon Kudus. As the amount of customers were not detected in this research, so it was chosen 200 persons as the sample of this research (Hair, et. al) to be the respondents on this reseach. The method of data collection was questionnaire. The method of data analysis was descriptive statistics analysis. The results show that the service quality influence 18.14% on customer loyalty. Customer satisfaction influence 49.84% on customer loyalty and culture gusjigang influence on customer loyalty 15.05%. Based on the results, it can be concluded that the service quality, customer satisfaction and culture gusjigang have effect and significant impact on customer loyalty either partially or simultaneously