Study of the Effect of Service Quality and Customer Satisfaction on Customer Loyalty to Inez Cosmetics Company of Malang

Abstract

The purpose of this study was to determine and analyze the effect of service quality partially on customer loyalty Inez Cosmetics Malang; to determine and analyze the effect of customer satisfaction partially on customer loyalty Inez Cosmetics Malang and to determine and analyze the effect of service quality and customer satisfaction simultaneously on customer loyalty Inez Cosmetics Malang. The data analysis method used in this study is a multiple regression model. This data analysis method is used to explain the strength and direction of the influence of the independent variable on the dependent variable. The results of this study are that service quality has a positive and significant influence on customer loyalty Inez Cosmetics Malang; Customer satisfaction has a positive and significant influence on customer loyalty Inez Cosmetics Malang; and service quality and customer satisfaction have a positive and significant effect on customer loyalty Inez Cosmetics Malang.