Pengaruh Kualitas Pelayanan dan Komitmen Perusahaan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus pada PT Karya Semangat Mandiri di Medan Sumatera Utara)

Abstract

Chicken production in North Sumatera increased significantly from 2020 to 2022 which indicates that the business potency of broiler raising is promising Broiler is known as a chicken which is able to yield high quality chicken in a short time which makes it a high ranking product in penultry raisings. Partnership pattern between poultry raisers and companies is the main strategy in increasing productivity and the sustainability of broiler raising business. PT. Karya Semangat Mandiri as a holding company has developed partnership with plasma broiler raisers to advance broiler ratsing business. However, there is dissatisfaction of plasma broiler raisers with the service quality of PT. Karya Semangat Mandiri, indicated by their complaint about the lateness of DOC supply and food, and irregular technicians' visits. The objective of the research is to analyze the influence of service quality and firm commitment on plasma broiler raisers' satisfaction ad loyalty and to explore the correlation between customer satisfaction and loyalty in the context of this partnership. The research uses quantitative causality method which is aimed to analyze the cause and effect correlation between service quality and the effect of the company's involvement in customer loyalty with customer satisfaction at PT. Karya Semangat Mandiri. The research location is at the broiler raising place, Binjai, North Sumatera. The population is 322 clients of the company, od 140 of them are used as the samples, taken by using simple random sampling technique. Te data are gathered by using Likert Scale questionnaire and analyzed by using Partial Least Square (PLS) technique with SmartPLS version 3. software. The result of the research shows that service quality does not shave any significant influence on customer loyalty but has positive and significant influence on customer satisfaction. Customer satisfaction significantly influences customer loyalty which indicates that good service will increase satisfaction and, in turn, it will increase loyalty. Service quality does not influence customer loyalty through customer satisfaction while firm commitment influences loyalty through customer satisfaction.