Selen Anggereyani, Dedy Lazuardi, Muammar Rinaldi, Ihdina Gustina, Adek apriyandi

The Effect of Consumer Satisfaction and Service Quality on Consumer Loyalty at CV. Maju Jaya

Introduction

The effect of consumer satisfaction and service quality on consumer loyalty at cv. Maju jaya. This study analyzes how consumer satisfaction and service quality significantly impact consumer loyalty at CV. Maju Jaya. Findings reveal both have a strong effect on loyalty.

Abstract

This study aims to determine Customer Satisfaction and Service Quality on Consumer Loyalty at CV. Maju Jaya. The research population that will be used in this research is all customers who made purchases at the company during the 2021 period, totaling 173 customers. By using the Slovin formula with an error rate of 5%, a total sample of 121 respondents was obtained. The results of partial hypothesis testing show consumer satisfaction has a significant effect on consumer loyalty. The results of partial hypothesis testing show service quality has a significant effect on consumer loyalty. The results of simultaneous hypothesis testing show that Consumer Satisfaction, Service Quality has a effect on consumer loyalty. The result of the coefficient of determination shows that 56% which means that the Consumer Loyalty variable can be explained by the Consumer Satisfaction and Service Quality variables. The conclusions from the results of this study indicate that partially Customer Satisfaction has a significant effect on Consumer Loyalty. Service Quality has a significant effect on Consumer Loyalty. Simultaneously, Customer Satisfaction and Service Quality have a significant effect on Consumer Loyalty.

Review

This study adeptly investigates the critical relationships between consumer satisfaction, service quality, and consumer loyalty within the specific operational context of CV. Maju Jaya. The research clearly states its objective to quantify the influence of these two key independent variables on consumer loyalty. Employing a quantitative methodology, the authors surveyed a robust sample of 121 customers, drawn from a defined population of 173 from the 2021 period, using the Slovin formula for sample size determination. This focused approach offers valuable, localized insights into how these foundational marketing constructs play out in a real-world business setting. The abstract effectively communicates the core findings, which are consistent and theoretically sound. It clearly demonstrates through partial hypothesis testing that both consumer satisfaction and service quality individually exert a significant effect on consumer loyalty. Moreover, the simultaneous analysis reinforces these findings, indicating that both factors combined significantly influence consumer loyalty, accounting for a substantial 56% of its variance. These results not only confirm established marketing principles but also provide actionable intelligence for CV. Maju Jaya, highlighting the importance of strategically prioritizing customer satisfaction and service quality improvements to foster enhanced customer loyalty. While the abstract provides a clear overview of the study's purpose and findings, a comprehensive review of the full paper would necessitate further methodological detail. Specifically, the abstract lacks information regarding the conceptualization and operationalization of "consumer satisfaction" and "service quality"—such as the specific dimensions measured or the scales employed. Additionally, while the sample size calculation is mentioned, the specific sampling technique used (e.g., simple random, stratified, convenience) is not, which is crucial for assessing the representativeness and generalizability of the results. Future research building upon these findings could explore mediating factors, conduct comparative studies across different business types, or employ longitudinal designs to observe loyalty dynamics over time, thereby enriching the theoretical contributions and practical applicability.

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