Pengaruh Kualitas Pelayanan, Harga, Dan Lokasi Terhadap Loyalitas Pelanggan

This increasingly tight competition demands automotive business players to be able to maximize the performance of the company in order to compete in market. The main key for the company to win the competition is provide value and satisfaction to customers through product delivery and quality services at competitive prices and business locations strategic. A consumer will feel satisfied with the value of products and services given, it is very likely to be a customer in that time long. The purpose of this research is to determine the effect of service quality, price and location to customer loyalty of PT. Prosperous Indobali Trada Benoa, a questionnaire that has been tested for validity and reliability is given to 100 respondents. The data analysis technique used quantitative. Based on the research results it can be seen that: (1) service quality has a significant positive effect on customer loyalty, where it is obtained t value 3.200 and sig 0.002. (2) price has a significant positive effect on customer loyalty, where the t value is 3.086 and sig 0.003. (3) location has a significant positive effect on customer loyalty, where it is obtained t value 3.025 and sig 0.003. (4) simultaneously service quality, price and location has a significant effect on customer loyalty, where the value is obtained F 36,885 and a significance of 0,000. The amount of influence of the independent variables on customer loyalty is 52.1%. Suggestions in this research are PT. Prosperous Indobali Trada Benoa is expected to provide training to employees, lowering service costs and spare part prices, providing services with optimal