Analisis Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Konsumen Pada Top Gym Singkawang

Abstract

The purpose of this research is to measure how much influence service quality and price have on customer loyalty at Top Gym. The research method used is descriptive method, the data collection technique is done through questionnaires and observations with a sample size of 72 respondents who are customers of Top Gym Singkawang. Search data analysis techniques using SPSS. The results showed that service quality (X₁) and price (X₂) had a significant effect on customer loyalty at the Top Gym Singkawang based on the results of the simultaneous test (F). Partial test results (t) show that service quality and price have a significant and positive influence on customer loyalty. In the calculation of the coefficient of determination of 0,172, service quality and price affect about 17,2 percent of customer loyalty, while other factors not examined in this study affect 82,8 percent. The management should focus on maintaining and enhancing service quality to ensure customer satisfaction and build strong customer relationships. Additionally, they should keep prices competitive, as pricing significantly affects customers' decisions to use Top Gym Singkawang's services, staying relatively affordable compared to competitors.