Pengaruh Kualitas Pelayanan dan Pengalaman Pelanggan terhadap Loyalitas Pengguna Jasa Internet MyRepublic di Daerah Kendal

This study aims to analyze the effects of service quality and customer experience on the loyalty of MyRepublic internet service users in Kendal Regency, both partially and simultaneously. The study employed a quantitative approach with an explanatory research design and a causal associative nature. The study population consisted of active MyRepublic customers in Kendal Regency, with a sample of 91 respondents selected using simple random sampling. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 27. The results showed that service quality had a positive and significant effect on customer loyalty, with a regression coefficient of 0.200, a t-value of 3.919, and a significance value of 0.000. Customer experience also had a positive and significant effect on customer loyalty, with a regression coefficient of 0.432, a t-value of 8.975, and a significance value of 0.000. Simultaneously, service quality and customer experience had a positive and significant effect on customer loyalty, as indicated by an F-value of 566.524 and a significance value of 0.000. The R-squared value of 0.928 indicates that the two independent variables explain 92.8% of the variation in customer loyalty. These findings highlight the importance of improving service quality and creating positive customer experiences to maintain the loyalty of internet service users in a sustainable and consistent manner.