Analisis Pengaruh Kualitas Marketing, Harga, dan Pelayanan terhadap Loyalitas Konsumen Bengkel Overdrive di Bandar Lampung

Authors

  • Antama Fahri Fatwali Universitas Bandar Lampung, Indonesia
  • Vonny Tiara Narundana Universitas Bandar Lampung, Indonesia
  • Farida Efriyanti Universitas Bandar Lampung, Indonesia

DOI:

https://doi.org/10.57235/jleb.v4i2.9070

Keywords:

kualitas marketing, harga, pelayanan, loyalitas konsumen, Bengkel Overdrive

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Marketing, Harga dan Kualitas Pelayanan terhadap Loyalitas Pelanggan di Bengkel Overdrive Kota Bandar Lampung. Variabel independen dalam penelitian ini yaitu Kualitas Marketing (X1) Harga (X2) dan Pelayanan (X3). Variabel Dependen dalam penelitian ini yaitu Loyalitas Pelanggan (Y). Penelitian ini termasuk dalam jenis penelitian penjelasan (Explanatory Research) dengan sampel sebanyak 100 orang responden yang diperoleh dari rumus Roscoe (R= n x <10) Penelitian ini mengunakan teknik purposive sampling. Metode analisis yang digunakan dalam penelitian ini adalah analisis kuantitatif. Hasil penelitian menunjukkan bahwa Kualitas Marketing tidak berpengaruh secara langsung dan sigifikan terhadap Loyalitas Pelanggan, Pelayanan tidak berpengaruh secara langsung dan signifikan terhadap Loyalitas Pelanggan, Harga tidak berpengaruh secara langsung terhadap Loyalitas Pelanggan, Kualitas Pelayanan berpengaruh secara langsung terhadap Loyalitas Pelanggan, Kualitas.Marketing, harga dan Pelayanan terhadap Loyalitas Pelanggan. Beberapa saran yang dapat disampaikan oleh peneliti adalah Bengkel overdrive perlu untuk memberikan diskon dan promosi-promosi berhadiah melalui Digital marketing untuk menarik pelanggan, serta meningkatkan pelayanan untuk meningkatkan Loyalitas Pelanggan.

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Published

2026-08-25

How to Cite

Antama Fahri Fatwali, Vonny Tiara Narundana, & Farida Efriyanti. (2026). Analisis Pengaruh Kualitas Marketing, Harga, dan Pelayanan terhadap Loyalitas Konsumen Bengkel Overdrive di Bandar Lampung. Journal of Law, Education and Business, 4(2), 1202–1208. https://doi.org/10.57235/jleb.v4i2.9070

Issue

Vol. 4 No. 2 (2026): Oktober 2026

Section

Articles

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Copyright (c) 2026 Antama Fahri Fatwali, Vonny Tiara Narundana, Farida Efriyanti

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