BUSINESS MANAGEMENT JOURNAL

Business competition in this modern era is so diverse, that business people who provide products and services must be able to make every effort and effort to be able to survive in the business that is being run. Currently for product providers not only provide what products are needed and quality products, but no less important in business is how businesses can provide the best service for their customers. The Stimulus Response (S-R) communication model is a human behavior (response) that can be predicted according to the stimulus to be sent. Regarding this, in this study the stimulus in question is service quality (variable X) and the intended response is customer loyalty (variable Y), this study uses quantitative research methodology. The object of this research is the gas station company 34-17123 Harapan Indah-Bekasi, customers who more than 3 times refuel four-wheeled vehicles as subjects, as well as service quality and customer loyalty as objects. The data obtained are primary data and secondary data. This study used a sample of 308 respondents from a total population count of 1,342 customers. The sampling technique used in this study is non-probability sampling with accidental sampling method. This study uses 5 test instruments using SPSS version 24 (Statistical Package for the Social Science) data processing application, namely validity, reliability, normality test using probability plot (p-plot), Anova (one-way Analysis of variance) test, simple linear regression analysis using partial test and a simple linear regression analysis test was performed. The results of this study are that the quality of service at SPBU 34-17123 Harapan Indah-Bekasi affects customer loyalty by 57.9%, and 42.1% is influenced by other factors. The results of this study have a significant effect on the significance level of 0.05% and the average customer agrees to be loyal to the SPBU 34-17123 Harapan Indah-Bekasi.

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