The Influences of Services and Promotion Quality to the Consumer Loyalty in The Group of Pilgrimage Guidance KBIH At-Taqwa Bekasi

Abstract

This study entitled The Effect of Service Quality and Promotion Against Consumer Loyalty in the At-Taqwa Bekasi Hajj Guidance Group. The factors tested in this study are service quality and promotion as independent variables. Whereas consumer loyalty is dependent. The research method used in this study is a quantitative method. The population in this study are consumers of KBIH At-Taqwa Bekasi. Sampling in this study uses the technique of Simple Random Sampling. The analysis used in this study includes the validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis testing which includes t test, F test, and the coefficient of determination (R2).The results of this study indicate that the quality of service does not affect customer loyalty with a significance of 0.313> 0.055, promotion has a significant effect with a significance of 0.026 <0.05.