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

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.