Analisis Kepuasan Dan Loyalitas Konsumen Pada The Jungle Water Park (TJWP)

Abstract

Customers' satisfaction is on important factor because it could affect the customer-oriented company's development. The objectives of this research are analyzing the character of TJWP's customers, analyzing the relationship between dimension variable and atributes and analyzing service quality variable with satisfcaction variables and loyalty. Most of TJWP's respondents' characteristics is still in school year and have middle-low income and they have visited TJWP together with their school as a field trip program. All of the indicator variables have the positive and significant relation to service dimension variable, satisfcaction, and loyalty. The exogen laten variable relationship such as assurance, tangible and emphaty dimension have the biggest coeficient score so that they have the strongest relationship. They are positively but insignificant influence satisfaction and loyalty. Mean while reliability and responsiveness variables show the least relationship and negatively influenced satisfaction and loyalty and it is insignificant. Satisfaction has positive relationship to loyalty but it has a small beta and insignificant t-value so that the customers who feel satisfy with the service that has been accepted uncertain to be loyal to TJWP.