PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA APLIKASI GRAB FOOD DI SAMARINDA (STUDI APLIKATOR GRAB FOOD DI SAMARINDA)

Abstract

ERYO BUDIANTO, “The Influence of Promotion and Service Quality on Customer Loyalty in the Grab Food Application in Samarinda (Study on Grab Food Applicator in Samarinda) “guided by supervisor I Mr. Heriyanto and supervisor II  Mr. Sukirman

The purpose of this study was to determine the effect of promotion and service quality on customer loyalty for food delivery services Grab Food application in Samarinda City. This research was conducted on Grab Food service users in Samarinda City, the population in this study was unknown and a sample of 100 respondents was taken using the Purposive Sampling method. Data collection was carried out by distributing online questionnaires from Google Forms using a Likert scale to measure each indicator. The analytical tool used is multiple linear regression.

The results of the study stated that promotion had a significant effect on customer loyalty, with a t-count value of 5.851 greater than t-table 1.66071 a significance value above 0.05 so that hypothesis 1 was accepted. The service quality variable has a positive and significant effect on customer loyalty with a t-count value of 2.254 greater than t-table 1.66071 with a significance value below 0.05 so that hypothesis 2 is accepted.