Pengaruh Kualitas Pelayanan, Kepercayaan, dan Citra Perusahaan terhadap Retensi Pelanggan (Studi Kasus pada Young Coffee & Food)

William, Aloysius Albert (2024) Pengaruh Kualitas Pelayanan, Kepercayaan, dan Citra Perusahaan terhadap Retensi Pelanggan (Studi Kasus pada Young Coffee & Food). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the influence of Service Quality, Trust, and Corporate Image on Customer Retention at Young Coffee & Food in Bekasi city. The study utilizes a quantitative approach with both primary and secondary data sources. The population of this study consists of customers of Young Coffee & Food in Bekasi, totaling 478. The sample size is 83 respondents. The sampling technique employed is purposive sampling, selecting customers of Young Coffee & Food who have made at least one purchase transaction. Data analysis was conducted using SPSS version 25.The results of the partial test (t-test) indicate that service quality, trust, and corporate image have a positive and significant influence on customer retention at Young Coffee & Food in Bekasi city. In the partial test, the dominant independent variable affecting customer retention is corporate image, with the largest beta value of 0.244 and a significance value of 0.000, which is less than 0.05. The simultaneous test results (F-test) demonstrate that service quality, trust, and corporate image simultaneously influence customer retention at Young Coffee & Food in Bekasi city.

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