PENGARUH KINERJA LAYANAN, KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS KONSUMEN DALAM MENGGUNAKAN JASA PENGIRIMAN BARANG (Studi Kasus di Hira Cargo Cabang Semarang)

Abstract

Consumer loyalty is very important for companies that maintain business continuity and continuity of business operations. The background to the problem, that the various efforts made by the company are not offset by increased sales. The results of the field survey showed that in the last three years of customer loyalty to the service delivery HIRA Cargo Semarang branch decreased. This study aims to determine and describe the effect of service performance, reliability and customer satisfaction to customer loyalty in using freight forwarder Cargo Branch at Hira Semarang The population used in this study are all consumers who are still actively using the HIRA freight Cargo Branch Semarang until October of 2012 as many as 136 consumers, with a sample size of 58 respondents. Sampling technique in this study using purposive sampling method Accidental. Analysis tool used is multiple linear regression. Prior to regression test, first tested the validity and reliability as well as classical assumptions. The results showed that the positive influence service performance on customer loyalty, can be interpreted that the higher performance of the services provided to consumers who use a freight forwarder, the more it will increase customer loyalty with 2,640 t value> t table 2.0049. The trust has a positive effect on customer loyalty, meaning that if consumer confidence in the Hira Cargo freight Semarang branch is increased, it will result in increased customer loyalty, as evidenced by the t value 5.006> 2.0049. Customer satisfaction has a positive effect on customer loyalty, meaning that the higher the level of consumer satisfaction in using the delivery service will result in increased customer loyalty, with t value 3.039> 2.0049