PENGARUH KETERSEDIAAN STOK DAN KUALITAS PELAYANAN GAS LPG 3 KG TERHADAP LOYALITAS PELANGGAN GAS LPG 3 KG SUBSIDI PADA PT ROBIANTO RACHMAT MULIA
Abstract
This study aims to analyze the effect of stock availability and service quality on customer loyalty of subsidized 3 kg LPG gas at PT Robianto Rachmat Mulia. Customer loyalty is an important factor in maintaining the continuity of 3 kg LPG distribution, considering the frequent fluctuations in demand and the dynamics of stock availability. Unstable stock availability and less than optimal service have the potential to reduce the level of customer satisfaction and loyalty, especially at the base level. This study uses a quantitative method with a survey approach. The study population is all subsidized 3 kg LPG gas customers at PT Robianto Rachmat Mulia, with the sample determined using a purposive sampling technique. Data were collected through a questionnaire compiled based on a Likert scale, then analyzed using multiple linear regression analysis. Data testing includes validity testing, reliability testing, classical assumption testing, and partial (t-test) and simultaneous (F-test) hypothesis testing. The results of the study indicate that stock availability has a positive and significant effect on customer loyalty. Service quality was also shown to have a positive and significant effect on customer loyalty. Simultaneously, stock availability and service quality significantly influenced customer loyalty for subsidized 3 kg LPG at PT Robianto Rachmat Mulia. These findings indicate that the better the stock availability management and service quality provided, the higher the level of customer loyalty.
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