ANALISIS PENGARUH DIMENSI KUALITAS JASA TERHADAP LOYALITAS PELANGGAN PADA BENGKEL PT BLITAR TATA INDAH MOTOR

This research aims at examining the effect of services quality performance consisting tangibles, reliability, responsiveness, assurance, empathy, to customer loyalty at PT Blitar Tata Indah Motor. Data in this research was collected through interview, questionnaire, and documentation from 100 customers of PT Blitar Tata Indah Motor, Using data analysis technique of multiple linier regression, this research provides evidences: the comparative result of F test has point out that services quality has impacted simultaneously on the customer loyalty; tangibles, reliability, responsiveness, and assurance affect significantly by partial the customer loyalty of the firm, while the other, empathy, show no significantly effects on the customer loyalty; Partially, the tangibles of service quality has dominant factor effects to customer loyalty of the firm. Based on these findings it is recommended that firms provide suggested boxes and guidance concerning to mechanics so that PT Blitar Tata Indah Motor is able to maintain customer loyalty sustainability. Keywords: Services quality performance, customer loyalt