PENGARUH SERVICESCAPE TERHADAP LOYALITAS PEMUSTAKA DI PERPUSTAKAAN UMUM KOTA BANJARMASIN

Nuur Lathifah Hasanah, NIM.: 21200012095 (2024) PENGARUH SERVICESCAPE TERHADAP LOYALITAS PEMUSTAKA DI PERPUSTAKAAN UMUM KOTA BANJARMASIN. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This thesis discusses "The Effect of Servicescape on User Loyalty at Banjarmasin City Public Library". The purpose of this study is to determine 1) servicescape conditions at Banjarmasin City Public Library 2) loyalty of pmustaka at Banjarmasin City Public Library 3) influence of servicescape on user loyalty at Banjarmasin City Public Library. The method used in this study is quantitative research. The data analysis techniques used are descriptive analysis and linear regression analysis. The sample in this study amounted to 100 respondents from users at the Banjarmasin City Public Library. Data collection method using questionnaires. The results stated that (1) Ambience condition in the servicescape variable was high with a score of 3.24. The results of multiple regression analysis show the influence of ambience condition in servicescape on user loyalty of 0.007 < 0.05 which means ambience condition has an influence on user loyalty. (2) Space, layout, function in servicescape variables are high with a score of 2.65. The results of multiple regression analysis show the influence of space, layout, function in servicescape on user loyalty of 0.024 < 0.05 which means space, layout, function has an influence on user loyalty. (3) Sign, symbol. Artifact in the servicescape variable is very high with a score of 3.33. The results of multiple regression analysis show the influence of signs, symbols. artifact in servicescape to user loyalty of 0.006 < 0.05 which means sign, symbol. Artifacts have an influence on user loyalty. (4) Servicescape which includes ambience conditions; space, layout, function; and sign, symbol, artifact has an influence on user loyalty with an influence rate of 46.2%.

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