Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan di Rental Mobil CV. Ilham Motor Gandu Mlarak Ponorogo

The purpose of this study was to determine the amount of quality customer service and loyalty to know a very dominant factor affecting customer loyalty in the CV . Ilham Motor. This research method is the primary data from the questionnaires , sampling technique is a technique associated with customer 100 CV Ilham Motor . Data analysis is a quantitative method to test the validity , reliability testing , multiple linear regression analysis , the correlation coefficient analytic , analytic determination coefficient . And to know the impact of service quality of costumer’s loyalty by T test and F test. The result of double analytic linier regression is obtainable equation Y: 4,413 + 0,144 X1 + 0,026 X2 + 0,162 X3 + 0,151 X4 + 0,223 X5 + e. The result of determination coefficient (R2) is 32.1% and the rest is 67.9% that affected by other variable which is not included in research model. According to T test, the result is that the five costumer service quality (tangibles, reliability, responsiveness, assurance, and empathy) contained by a variable that is not impacted, it is reliability; because Ho is accepted and Ha is rejected, whilst the other four are impacting costumer’s loyalty because Ha is accepted and Ho is rejected. The F test result shows that tangibles, reliability, responsiveness, assurance, and empathy simultaneously have significant effect to costumer’s loyalty because F > F table or 8,898 > 2,33. And, from the five free variable, empathy (X5) is variable that has very dominant effect, the coefficient is 0,223 or 22,3 %