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All Journal Journal of Research in Social Science and Humanities
Sarifudin, Adam
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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The Effect of Service and Customer Satisfaction on Customer Loyalty at MSMEs in Medan Selayang District Sarifudin, Adam; Sanny, Annisa
Journal of Research in Social Science and Humanities Vol 4, No 2 (2024)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v4i2.179

Abstract

This study aims to analyse the effect of service and customer satisfaction on customer loyalty. The object of research is MSMEs in Medan Selayang District. This type of research is descriptive research with a quantitative approach. The research method is multiple linear regression analysis. The sample in this study were 98 respondents. The results showed that simultaneously service and customer satisfaction had an effect on customer loyalty. While partially service has a significant positive effect on customer loyalty. Customer satisfaction has a significant positive effect on loyalty. Construbis the influence of these variables is 38.8%.
Co-Authors Sanny, Annisa