Using Templates in
English
Determinasi Loyalitas Pengunjung melalui Kualitas Pelayanan dan Kepuasan pada Mal Pelayanan Publik Kota Palembang
Abstract
Penelitian ini menganalisis faktor-faktor yang menentukan loyalitas pengunjung melalui kualitas pelayanan dan kepuasan di Mal Pelayanan Publik Kota Palembang. Pendekatan kuantitatif dengan desain survei analitik dilakukan terhadap 98 responden yang dipilih menggunakan accidental sampling. Data primer dikumpulkan melalui kuesioner terstruktur berskala Likert lima poin, dan tanggapan dianalisis secara deskriptif maupun inferensial menggunakan regresi linier berganda dengan Stata versi 17. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kepuasan memiliki hubungan positif dengan loyalitas pengunjung, dengan kepuasan memberikan kontribusi yang relatif lebih besar. Variabel sosiodemografis, termasuk jenis kelamin, pekerjaan, dan tingkat pendidikan, tidak signifikan secara statistik. Temuan ini menunjukkan bahwa loyalitas dalam layanan publik terpadu terutama ditentukan oleh pengalaman pelayanan yang dirasakan pengguna, bukan oleh karakteristik personal. Studi ini memberikan bukti empiris bagi penelitian administrasi publik mengenai faktor penentu loyalitas dan menawarkan wawasan praktis untuk peningkatan kualitas layanan yang berorientasi pada kebutuhan masyarakat.
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