PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA RENTAL MOBIL ANTON MAKASSAR

Frenia Sisca May Lagoan. 2023. The Effect of Service Quality and Price on Customer Loyalty at Anton Makassar Car Rental, supervised by Mariah and Dirwan.
This study aims to (1) Analyze the effect of service quality and price partially on customer loyalty of Anton Makassar Car Rental (2) Analyze the simultaneous effect of service quality and price on customer loyalty of Anton Makassar Car Rental (3) Analyze the most dominant variable between quality services and prices on customer loyalty Anton Makassar Car Rental.
The research sample consisted of 54 respondents who were loyal customers of Anton Makassar Car Rental. This study uses multiple linear regression analysis method with data collection using a questionnaire with a Likert scale.
The results show that (1) Service quality and price have a positive and significant effect partially on customer loyalty of Anton Makassar Car Rental (2) Quality of service and price have a positive and significant effect simultaneously on customer loyalty of Anton Makassar Car Rental (3) Variables that have the most dominant influence on customer loyalty Anton Makassar Car Rental is price.