Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Yang Dimoderasi Oleh Variety Seeking

The purpose of this study is to determine the influence of Customer Satisfantion variable and customer loyalty variable which is moderated by variety seeking. This study used 100 respondents from student of Muhammadiyah University of Surakarta in Surakarta with sampling technique using slovin Cochran. The method of analysis of this study uses multiple linear regression analysis with t test on variety seeking variable has no effect because the data used is homogeneous, so variety seeking is common for customers. Furthermore, the F test shows that the variable customer satisfaction has a positive and significant effect on customer loyalty. While variable variety seeking is not proven to moderate. The last test with a determination test (R2) shows the R2 value of 0.602. This means that 60.2% of variable variation in customer loyalty can be explained by variable customer satisfaction, variety seeking while the remaining 30.8% is explained by other factors