Research Paper
Year: 2020 | Month: June | Volume: 7 | Issue: 6 | Pages: 304-313
The Effect of Servicescape and Perceived Service Quality on Customer Loyalty Through Customer Satisfaction in Consumer Clothing in Medan Petisah Market
Ingrid Yohana Sitompul, Endang Sulistya Rini, Arlina Nurbaity Lubis
Faculty of Economics and Business, Department of Management, Universitas Sumatera Utara, Indonesia
Corresponding Author: Ingrid Yohana Sitompul
ABSTRACT
This research is motivated by a variety of online service activities changing the lifestyle of consumers, especially in the activity of buying and selling goods and services. At first the consumer made a purchase by visiting a physical store, walking around a shopping mall, and meeting the seller to transact in a physical store. Now, some of these activities are combined in one virtual purchase activity via smartphone or personal computer. This research is a quantitative associative research. Data were collected using questionnaires, interviews and documentation studies. The sample in this study were 175 respondents. The number of questions is 35 questions. Hypothesis testing uses path analysis at a 95% confidence level (α=0.05). The results of hypothesis testing are done by partial test (t test) showing that Servicescape has a positive and significant effect on customer satisfaction on clothing consumers. The perception of service quality has a positive and significant effect on customer satisfaction in clothing consumers. Servicescape has a positive and significant effect on customer loyalty for clothing consumers. The perception of service quality has a positive and significant effect on customer loyalty in clothing consumers. Customer satisfaction has a positive and significant effect on customer loyalty for clothing consumers. The path analysis test results show that Servicescape has an effect on customer loyalty through customer satisfaction in clothing consumers. And the perception of service quality affects customer loyalty through customer satisfaction with clothing consumers.
Keywords: Servicescape, Perception of Service Quality, Customer Loyalty, Customer Satisfaction
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