Abstract

Each company made great efforts to give satisfaction to the consumer, as an intermediary for the consumer loyalty. Similarly in the financial services business at PT. STAR FINANCE EAST JAVA. To achieve customer satisfaction is not easy. Consumers are facing now is different from consumers in a few decades ago. Consumers are now more educated and aware of their rights. Therefore, there are consumers who are dissatisfied. Companies should seek to minimize consumer dissatisfaction and continuous improvement of service quality and service so that customer satisfaction can be maintained, which in turn leads to loyalty, and is expected to remain a potential customer in the future. Similarly, PT. STAR FINANCE EAST JAVA, always trying to do the best service, with the expectation of a positive response from consumers. From the test results of the model in this study, using random sampling, analysis of structural equation models (SEM), and the help of software Amos 18, the 150 respondents, was able to explain the relationship marketing strategy services, quality of service to the consumer satisfaction and consumer loyalty firm. In this study, obtained the value of Coefficient of Determination (R2) amounting to 0.899, this shows that, with an intensive marketing strategy and services of good quality and excellent service among company employees with customers will drive increased customer satisfaction. In this study also found a high relationship between consumer satisfaction with consumer loyalty. Keywords: marketing strategy services, service quality, customer satisfaction, customer loyalty