Analisis Faktor-Faktor Yang Memepengaruhi Loyalitas Pelanggan Kartu Simpati Di Samarinda

Esti Belvina br Ginting 1, Eddy Soegiarto2 , Sunarto 3

Abstract


Esti Belvina br Ginting: Analysis of Factors Affecting Customer Loyalty On Sympathy Cards In Samarinda. Guided by Prof. Dr. H. Eddy Soegiarto K, S.E., M.M, As Supervisory Lecturer I and Mr. Sunarto, S.E. M.Si As Supervisory Lecturer II.

The purpose of this study is as follows: 1) To analyze the influence of consumer behavior on customer loyalty on Simpati card in Samarinda, 2) To analyze the influence of product quality on customer loyalty on Simpati card in Samarinda, 3) To analyze the effect of service quality on customer loyalty on Simpati card in Samarinda, 4) To analyze the influence of customer satisfaction on customer loyalty on Simpati card in Samarinda.

The theory used in this study is marketing management. This research was conducted on regular customers of Simpati card users in Samarinda, Data collection was conducted by observation, interview and dissemination of questionnaires with online from google forms population of this study taken as many as 100 respondents. By using a likert scale to measure indicators. The analysis tool used is multiple linear regression with the help of SPSS version 24.

The results of this study on the test t ( partial ) showed that consumer behavior has a negative and significant impact on customer loyalty, product quality variables have a positive and insignificant effect on customer loyalty, service quality variables have a positive and significant effect on customer loyalty, while customer satisfaction negatively and insignificantly affect customer loyalty simpati card in Samarinda.


Keywords


Loyalitas pelanggan, perilaku konsumen, kualitas produk, kualitas pelayanan, kualitas pelanggan

Full Text:

PDF

References


Fatihudin Didin, dan Anang Firmansyah,2019,”Pemasaran Jasa, Strategi,Mengukur Kepuasan dan Loyalitas Pelanggan, CV Budi Utama,Yogyakarta.

Kotler, keller , 2012. Marketing Management, 14th, Pearson Education.

______,Philip dan Gary Amstrong. 2014 Prinsip-Prinsip Manajemen Edisi 14, Jilid 1 Jakarta Erlangga

Sugiyono 2014, Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D). Penerbit CV. Alfabeta: Bandung.

Shinta Agustina, M.P. 2019. “Manajemen Pemasaran, Penerbit universitas Brawijaya Press (Ub Press) Anggota IKPI No. 017/JT/94 Malang.

Tijiptono, Fandy 2011. Service Management Mewujudkan Layanan Prima. Edisi 2. Yogyakarta: Andi


Refbacks

  • There are currently no refbacks.