PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN PADA UD. DEWA PUTU TORIS GIANYAR

The purpose of this study was to determine the effect of the quality of services consisting of physical evidence, reliability, responsiveness, assurance, and empathy on customer satisfaction and customer loyalty in UD. Dewa Putu Toris Gianyar. The research was conducted in UD. Dewa Putu Toris Gianyar, which is located at Br. Tengah, Batuan, Sukawati, Gianyar - Bali. The variables studied were the quality of service, namely tangibles, responsiveness, reliability, assurance and empathy. The second variables are customer satisfaction and customer loyalty. Accidental sampling technique used to get 140 respondents. The data analysis technique used is Structural Equation Modelling or SEM. The results showed that: 1) The quality of services has a positive and significant impact on customer satisfaction UD. Dewa Putu Toris Gianyar. 2) The quality of services has a positive and not significant impact on customer loyalty UD. Dewa Putu Toris Gianyar. 3) The customer satisfaction has a positive and significant impact on customer loyalty UD. Dewa Putu Toris Gianyar. The results of this study are to provide a feedback for UD. Dewa Putu Toris Gianyar that quality of services consisting of physical evidence, reliability, responsiveness, assurance, and empathy has impact on customer satisfaction and the customer satisfaction will create the customer loyalty.