Faktor-Faktor Yang Mempengaruhi Loyalitas Konstituen Anggota Dewan Perwakilan Rakyat Daerah Kabupaten Gorontalo
DOI:
https://doi.org/10.31004/jptam.v6i1.2845Keywords:
Kualitas Pelayanan, Citra, Kepuasan, LoyalitasAbstract
Tujuan Penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan, citra dan kepuasan terhadap loyalitas Konstituen Anggota Dewan Perwakilan Rakyat Daerah Kabupaten Gorontalo.
Penelitian ini menggunakan metode survey dengan sampel 286 orang Pegawai. Dan data kualitatif yang digunakan dalam penelitian ini menggunakan skala likert, dan analisis yang digunakan dalam penelitian ini Analis jalur, dengan terlebih dahulu dilakukan Uji Kualitas Data Penelitian (uji validitas dan reliabilitas instrumen) dan Uji Persyaratan Analisis (Uji Normalitas Data, Uji Autokorelasi, Uji Multikolinieritas, Uji heteroskedastisitas.
Hasil Penelitian ini menunjukkan secara langsung bahwa 1) Kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan konstituen, 2) Citra merek berpengaruh positif dan signifikan terhadap kepuasan konstituen, Kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas konstituen, Citra merek berpengaruh negatif dan tidak signifikan terhadap loyalitas konstituen serta Kepuasan konstituen berpengaruh positif dan signifikan terhadap loyalitas konstituen anggota Dewan Perwakilan Rakyat Daerah Kabupaten Gorontalo. sementara Secara tidak langsung kualitas layanan melalui kepuasan konstituen tidak berpengaruh positif dan signifikan terhadap loyalitas konstituen, serta citra merek melalui kepuasan konstituen berpengaruh positif signifikan terhadap loyalitas konstituen anggota Dewan Perwakilan Rakyat Daerah Kabupaten Gorontalo.
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