i ABSTRAK
PENGARUH KUALITAS PELAYANAN (SERVICE QUALITY) TERHADAP KEPUASAN DAN DAMPAKNYA PADA
LOYALITAS MERK (BRAND LOYALITY) PADA PRODUK ORIFLAME DI KOTA MEDAN
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan/ merek. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 70 responden yang merupakan Pelanggan Oriflame di Kantor Oriflame cabang Medan dengan menggunakan teknik purposive random sampling. Hasil penelitian menunjukkan bahwa: variabel Kualitas Pelayanan secara simultan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan; variabel Kepuasan Pelanggan secara parsial dan simultan berpengaruh positif dan signifikan terhadap Loyalitas Merek;. Dengan demikian, sebaiknya Oriflame cabang Medan terus meningkatkan kelima dimensi dari Kualitas Pelayanan. Hal tersebut akan mampu mempengaruhi kepuasan pelanggan dan membuat pelanggan menjadi loyal.
ii ABSTRACT
THE INFLUENCE OF SERVICE QUALITY ON CUSTOMERS SATISFACTION
AND THE EFFECT ON BRAND LOYALTY ON ORIFLAME PRODUCTS IN MEDAN CITY
The purpose of this study was to investigate and analyze the influence of service quality on customers satisfaction in establishing brand loyality/ customer loyality. Type of the research is explanatory research with quantitative descriptive. Sample were 70 respondents that taken by using purposive sampling and research population were customer Oriflame at Oriflame Office Branch Medan . The results of the study simultaneously stating that quality service have a positive and significant effect on Customer Satisfaction; Customer Satisfaction simultaneously and partially have a positive and significant effect on Brand Loyality. So that, Oriflame branch Medan should improve the five dimension of
Service Quality continuously . It will be able to influence the Customer
Satisfaction and make customers become the loyal customers.