The Effect Of Service Quality, Price Perception, And Corporate Image On Customer Loyalty At PT Sudiro Tungga Jaya  (A Case Study Magetan-Surabaya Route)

Krystal Joko Prasetiyo; Muhammad Imron; Hartirini Warnaningtyas

doi:10.63922/ijbqr.v4i03.5259

Krystal Joko Prasetiyo Universitas Merdeka Madiun, Indonesia
Muhammad Imron Universitas Merdeka Madiun, Indonesia
Hartirini Warnaningtyas Universitas Merdeka Madiun, Indonesia

DOI: https://doi.org/10.63922/ijbqr.v4i03.5259

Keywords: Company Image, Customer Loyalty, Price Perception, Service Quality

Abstract

This study aims to analyze the influence of Service Quality, Price Perception, and Company Image on Customer Loyalty at PT Sudiro Tungga Jaya for the Magetan-Surabaya route. The research method used is a descriptive and verification quantitative approach, with sampling techniques using the purposive sampling method. Data were collected through questionnaires from 100 respondents who are customers of PT Sudiro Tungga Jaya. Data analysis was performed using multiple linear regression with the assistance of SPSS software. The results show that Service Quality and Price Perception have a positive and significant effect on customer loyalty, while Company Image has a negative and significant effect on customer loyalty. Simultaneously, Service Quality, Price Perception, and Company Image are proven to have a significant effect on customer loyalty at PT Sudiro Tungga Jaya. The conclusion of this study indicates that improving service quality and setting competitive prices are crucial in maintaining loyalty; however, the company needs to conduct an in-depth evaluation regarding its company image so that the impact does not hinder passenger loyalty.

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