PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA PT. ASURANSI MEGA PRATAMA

Rizanul Rasyid, Oties Tejamirah, Siti Rozinah

Abstract


This study aims to determine whether there is an effect of service quality and trust on customer loyalty at PT Asuransi Mega Pratama, either partially or simultaneously. The research method used is a quantitative descriptive research method with an associative approach. This research was conducted at PT Asuransi Mega Pratama. The variables used in this study are independent variables (independent) namely service quality (X1) and customer trust (X2), and the dependent variable (not independent) customer loyalty (Y). The analytical test used is Multiple Linear Regression Analysis with t test, F test and Coefficient of Determination (R 2 ). The results of this study indicate that there is a positive and significant effect of the Service Quality variable on the Loyalty variable, there is a positive and significant influence on the Trust variable on the Loyalty variable, there is a positive and significant influence on the Service Quality variable and the Trust variable simultaneously on the Loyalty variable and the value of the coefficient of determination (R 2 ) = 0.939. This shows that 0.939 or 93.9% Loyalty is influenced by Service Quality and Loyalty, while the rest (1 - 0.939 = 0.061 or 6.1%) is influenced by other factors outside the model.

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References


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