PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA OPERATOR SELULER XL AXIATA

Abstract

The purpose of this study was to determine the effect of customer loyalty on users of XL
internet data provider. This research was conducted using a data collection method by means
of a questionnaire on 100 users of the XL internet provider data package. Samples were taken
with non-probability in the form of purposive sampling. Testing the quality of the data in this
study used validity and reliability tests. Data were analyzed using simple linear regression
analysis and multiple linear regression, classical assumption tests (normality test,
multicollinearity test, autocorrelation test, and heteroscedasticity test) were performed as
statistical requirements that must be met in performing linear regression analysis (simple
and multiple). Simultaneous hypothesis testing using the F test, partially using the T test. The
results showed that there was a significant influence between the variables of Product
Quality and Service Quality on Customer Loyalty with a significance probability of 0.000
<0.05. For the Product Quality variable on Customer Loyalty, it shows an insignificant
negative effect with a significance probability of 0.734 > 0.05 and for the Service Quality
variable on Customer Loyalty it shows a significant positive effect with a significance
probability of 0.010 < 0.05.