ABSTRACT
Service quality is the effort of the fulfilling consumer needs and desires as well as the precision of delivery to offset consumer expectations. Service quality
measures how good the service level given can be suitable with customer’s
expectation. This research aims to find out whether or not there is the influence of the quality of service to consumer loyalty. In this research there are five dimensions quality of the service: reliability, responsiveness, assurance, emphaty and tangibles. Costumer loyalty is measured in accordance with the five hierarchy: switcher, habitual buyer, satisfied buyer, like the brand, commited buyer. For a travel agency to survive in competitive business world, one is demanded to give the best service quality, which eventually lead to costumers loyalty to the travel agency. This research was conducted on the Universal Tour Pati with a total sample of 100 respondents using non probability sampling method with the purposive sampling technique. Data is processed with simple regression technique. The results showed that service quality have no significant effect to consumer loyalty.
