Kualitas Pelayanan terhadap Loyalitas Pelanggan pada Jasa Servis Dadaha Phone Tasikmalaya

Abstract

This study examines the role of service quality in influencing customer loyalty at Dadaha Phone repair service. The development of digital technology, accompanied by the increasing use of mobile phones, has encouraged the growing demand for mobile phone repair services. Under these conditions, service quality becomes an important factor in building and maintaining customer loyalty. This study employed a quantitative method with a descriptive and verification approach. The population consisted of customers of Dadaha Phone Tasikmalaya repair services, with a sample of 385 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive analysis, classical assumption tests, simple linear regression analysis, t-test, and coefficients of determination analysis. The results showed that service quality and customer loyalty were categorized as high. Furthermore, service quality had a positive and significant effect on customer loyalty. The coefficient of determination indicated that service quality explained 81.1% of the variation in customer loyalty, while 18.9% stems from the influence of other variables outside the scope of the research model. These findings indicate that continuous improvement of service quality can be an effective strategy for strengthening customer loyalty at Dadaha Phone Tasikmalaya repair service.