Relations Service Quality, price, and location on Customer Loyalty (Studies in Silk Screen Printing Mainstay Tekung, Lumajang)
Eko Romadhoni Arisona1, M. Taufik2, Jesi Irwanto3 STIE Widya Gama Lumajang
dhoniromadhoni15@gmail.com
Abstract
Screen printing services are something that is given or offered by a screen printing printing company to consumers who are basically intangible and do not cause a transfer of ownership. The sampling method used in this study was taken by Probability Sampling, and the chosen sampling was simple random sampling technique. The sample used was 60 respondents from customers who had used screen printing services on Mainstay Tekung, Lumajang screen printing presses. The Data used in this study include primary data. There are two variables in this study namely independent and dependent variables. Independent variables include service quality, price, and location.
Whereas the dependent variable is customer loyalty. The results of this study that simultaneously show the variables of customer quality, price, and location influence customer loyalty. While customer quality has a significant effect on customer loyalty, the price variable has no significant effect on Mainstay Tekung, Lumajang screen printing. However, for location variables it does not Affect customer loyalty in Andalan Tekung, Lumajang screen printing presses.
Keywords: Service Quality, Price, Location, Customer Loyalty
INTRODUCTION
Screen printing services is something given or offered by a screen printing company to consumers which is essentially intangible and does not lead to transfer of ownership (transfer of ownership).
Quality of service is the basis to seize market share, especially in the printing screen printing, so that the level of satisfaction not only need to be maintained but must be improved to face the competition in the scope of the stencil printing tighter this time. Therefore, the printing stencil should be able to mobilize, organize, and coordinate the activities of the various groups of professionals, semi-professional and non-professional personnel that exist so as to achieve the planned objectives.
In today's digital era thing to note by screen printing company is the quality of service is maintained properly and professionally in serving the demand of consumers. Printing manual screen printing is actually not compete with screen printing with a machine, it's just a matter of time and price tariff services rendered slightly different. If the result of the manual screen printing can satisfy the akonsumen, the possibility of giving effect to any further orders and to foster a sense of loyalty to the company itself. Good services that is by serving consumers directly to the maximum in order to carry out orders that will generate trust in the company. The existence of several printing in Lumajang which uses technology such as screen printing machine Ryo Stickers and Banners, perecetakan Fair, Elvas advertising, digital printing Grahono and others. The existence of a variety of printing, but did not make a manual screen printing business become stuck and die. The company's strategy in retaining customers is through the quality of the printing results, which are
crucial to customer loyalty. Customer loyalty is well known that the purpose of a business is to create customers are satisfied, the creation of satisfaction can provide some benefits, including the relationship between the company and customers into harmony so as to provide a good basis for the purchase and creation of loyalty to them and make a recommendation by word of mouth (word if mouth) that benefit the company by Tjiptono (2000: 28). According to Hardiman and Mahdi (2005) many factors that can affect customer loyalty is the quality of products and prices. Another opinion of Cornelia, et al (2008), Dama (2010), Hadiyati (2010), Gunawan and Jati (2011) and Setyorini (2011), one of the factors that may affect the customer loyalty is the quality of service. Service quality by Usmara (2003) is a statement of attitude, relationships resulting from the comparison between expectation (hope) the performance (results). Two main factors of quality of service that is expected service and perceived service or quality of service expected and perceived service quality.
If the services received in accordance with what is expected, then the perception of service quality is considered good and satisfactory. However, if the services received or perceived to exceed the expectations of consumers, then consumers shape the perception of the quality of services rendered to the ideal quality. Conversely, if the services received or perceived by the consumer is not as expected then the quality of service provided dipersepikan as poor quality Tjiptono (2006: 59).
However, if the services received or perceived to exceed the expectations of consumers, then consumers shape the perception of the quality of services rendered to the ideal quality. Conversely, if the services received or perceived by the consumer is not as expected then the quality of service provided dipersepikan as poor quality Tjiptono (2006: 59). However, if the services received or perceived to exceed the expectations of consumers, then consumers shape the perception of the quality of services rendered to the ideal quality. Conversely, if the services received or perceived by the consumer is not as expected then the quality of service provided dipersepikan as poor quality Tjiptono (2006: 59).
In addition to service quality must be maintained, other elements that can affect customer loyalty is the price. Prices provided by a screen printing company is also a big influence on the level of sales and the impact on the consumer's decision to purchase the second time in pleasure. This means that the quality of services must be in accordance with the tariff prices paid by consumers. The decision determining the rate of price of new service products must consider several things. Furthermore, a more specific tariff set depending on the model ordered by the consumer design. The value of services is not determined by the services offered rate, compared to the total revenue. The determination of tariffs is also viewed from the angle of market orientation with immediate effect.
Definition of prices according to Kotler (2003) is the amount the exchange rate of consumers to the benefits of owning or using a product or service whose value agreed by the buyer and seller in the same unit price with the buyer. Another definition of price is the amount of money that is likely plus some items needed to obtain a combination of products and services that accompany Angipora (2002: 268). Quality of service simultaneously and partially significant effect on customer loyalty (Wungow, 2013). Price influence simultaneously and partially on customer loyalty (Winata and Fiqri, 2017). The location does not affect the partial but simultaneous effect on customer loyalty (Princess, Hidayat and Goddess, 2013).
Researchers are interested in doing research in Andalan Tekung stencil printing, Lumajang to determine the extent of the influence of service quality, price, and location on customer loyalty in Andalan Tekung screen printing, Lumajang. Orders screen printing stencil printing Andalan always crowded with loyal customers and new customers, although many other screen printing services in Lumajang. Good service and pricing vary by many orders but can do price negotiation. The mainstay of stencil printing locations apparently no obstacle to come and messages, customers only
the price given by Mainstay stencil printing. To determine the effect of service quality, price,erdasarkan background and description above, the researchers mekakukan research titled
"Relations Service Quality, price, and location on Customer Loyalty (Studies in Silk Screen Printing Mainstay Tekung, Lumajang)".
METHODS
This type of research is quantitative research means research methods to look for a causal relationship between the variables. The causal relationship is a relationship that is both cause and effect. Based on the philosophy of positivism, is used to examine the population or a particular sample, data collection using research instruments, quantitative data analysis or statistics, with the aim to test the hypothesis that has ditetapkan.Untuk analyze the independent variable (X), which consists of a variable quality of service, price and promotions with the dependent variable (Y) in the printing screen printing customer loyalty mainstay Tekung, Lumajang (Y), then in this study using multiple linear regression analysis, which used data analysis step is Test Instruments, Test assumptions regression, and Classical Assumption Test, Multiple Linear Regression Analysis, Hypothesis Testing. In this study, the population is the customers who book printing screen printing screen printing on Mainstay Tekung, Lumajang.Researchers took samples for each variable 15 people or four variables x 15 respondents = 60 samples
RESULTS AND DISCUSSION
In the table of validity and reliability, the Cronbach's Alpha column shows that all the attributes statement on each of the variables have met the criteria in testing the validity. In the criteria Cronbach's Aplha on each independent variable is the quality of service (X1) of 0,806 to qualify as highly reliable, variable rates (X2) of 0.776 said to be reliable, and also variable location (X3) of 0.801 qualifies as a very reliable, as well as on variables dependent namely customer loyalty (Y) of 0.809 can be said to be very reliable. It can be concluded that the instrument and the whole point statement in this study has been qualified as valid and used as a measurement tool because it can collect data and information required. In Table 1 also shows Cronbach's Alpha each independent variable is in the interval from 0.601 to 0.80 are included in the criteria is reliable and the interval from 0.801 to 1.00 included in the criteria is very reliable. So that each item statement questionnaire used in this study proved to be reliable because it can give different results if the measurements were taken back to the same subject at different times.
From the table on the classical assumption multikolonearitas testing shows the value of tolerance on all independent variables are above 0.10 or can also be said to approach the value 1 and VIF are quite far below the number 10. Where the variable quality of service (X1) tolerance value of 0.273 and VIF 3.657, a price variable (X2) the value of tolerance of 0.460 and 2.172 VIF, location variables (X3) tolerance values of 0.314 and 3.180 VIF. It can be concluded that there is no multicollinearity symptoms or a strong correlation between the independent variables in the regression model. On the table indicates that all variables used as predictors of the regression models show a fairly small VIF.
Table 1. Results of Test T (Partial)
Model thitung significance
(Contant) Service quality Price
locations
1,274 3.871 2,001 1.787
.208 0,000 0,050 0.079 Source: results of data processing SPSS 21, 2019
T test results on variable X1 is obtained values of Service Qualityt= 3.871 with 0.000 significance.
By using a significance limit of 5% or 0.05 was obtainedttable of ± 2.00247. It meanst(3.871>ttabel(2.00247), with a significance level of 0.000 was below the limit of 0.05, it can be concluded that there significant influence on the quality of service customer loyalty mainstay Tekung screen printing, Lumajang, T test results in X2 isprice earned value t= 2.001 with 0.050 significance. By using a significance limit of 5% or 0.05 was obtainedttableof ± 2.00247. It meanst(2,001) <ttabel(2.00247), with a significance level of 0,050 which is equal to significantly limit of 0.05, it can be concluded that there influence price no significant effect on customer loyalty mainstay Tekung screen printing, Lumajang, T test results on X3 is locations earned value t= 1.787 with 0.079 significance. By using a significance limit of 5% or 0.05 was obtainedttable of ± 2.00247.
It meanst (1.787) <t table (2.00247), with a significance level of 0.079 which is above the 0.05 limit, it can be concluded that there influence locations significant customer loyalty mainstay Tekung screen printing, Lumajang,
Table 2. Results of Test F (Simultaneous)
Model Fhitung significance
1 Regression 52.143 0,000
Source: results of data processing SPSS 21, 2019
From the table it can be seen Fhitung (52.143), which means that H0 is rejected and Ha accepted.
With a significance level of 0.000 which is below the 0.05 limit, it can be concluded that the quality of service, price, and location simultaneously significant effect on customer loyalty.
Table 3. Calculation of coefficient of determination R Square
Model R Square
1 0.733
Source: results of data processing SPSS 21, 2019
To view the coefficient of determination on multiple linear regression is to use the value of R Square. From the results of calculations using SPSS version 21, it can be seen that the coefficient of determination (²)obtained at 0.733. This means that 73.3%customer loyaltycan be explained by the independent variables, quality of service, price, and location while the remaining 26.7% customer loyaltyinfluenced by other variables not examined in this study. As for the other variables in question is as variable promotion, product innovation, and others.
The first hypothesis testing results show that service quality is partially significant effect on customer loyalty in stencil printing mainstay Tekung, Lumajang. This study was approved the results of research conducted by Richie Wungow (2013) with the title of Quality of Service, Image, Value and Satisfaction Effect on Loyalty Hotel Rock Rand Manado by using multiple linear regression, with the result stating that service quality has a positive influence on the dependent variable namely customer loyalty, the results of the analysis also showed that the vast majority of customers responding strongly agree and agree to variable quality of service.
The second hypothesis testing results show that the prices are not significant influence on customer loyalty in stencil printing mainstay Tekung, Lumajang. This research does not approve the results of research conducted by Hendry Dwi Saputro (2013) which states that the price is positive and significant effect on the dependent variable namely customer loyalty. However, there are other studies that showed that the price of partial effect on customer loyalty as research by Andrew Winata and Isnawan Ahlul Fiqri (2017) with the title Effect of Price and Service Quality on Customer Loyalty Hotel Emersia in London by using multiple linear regression analysis analytical tools and statistical calculations.
The third hypothesis testing results indicate that the location is not a significant influence on customer loyalty in stencil printing mainstay Tekung, Lumajang. From this result does not approve the results of previous studies conducted Ferry Anggriawan (2017) which shows the location of variables significantly influence customer loyalty. However, in another study conducted by the Princess, Hidayat, and the Goddess with the title Effect of Product Quality and Location on Customer Loyalty Through satisfaction as an intervening variable, showing the results of research that quality products partial effect on customer loyalty and location had no significant effect on customer loyalty.
CONCLUSION
Results of testing the first hypothesis which states that the quality of service and price have a partial influence on customer loyalty in the printing screen printing Andalan Tekung, Lumajang. While the variable location has a significant partial effect on customer loyalty in the printing screen printing Andalan Tekung, Lumajang. The test results on the second hypothesis states that the variable quality of service, price, and location simultaneously significant influence on customer loyalty in stencil printing mainstay Tekung, Lumajang shown by the coefficient of determination of 73.3%
while the remaining 26.7% influenced customer loyalty by other variables not examined in this study as the variables promotion, product innovation, and others.
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