ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP PENGGUNAAN KARTU TRI DI KOTA SAMARINDA

Abstract

The purpose of this research is to determine the analytical factors that influence consumer loyalty towards the use of TRI cards in the city of Samarinda. The basis of this theory is marketing management, marketing concept, service quality, service quality indicators, product quality, product quality indicators, consumer loyalty and consumer loyalty indicators.

This research was conducted in the city of Samarinda. The sample taken was 96 respondents. The sampling technique used in this research is. Simple random sampling (Simple random sampling), with this method all populations have the same opportunity to be selected as a sample. The analytical tool in this research uses multiple linear regression analysis using the IMB SPSS statistics program tool.

The results of this research show that: (1) service quality variables have a positive and significant effect on consumer loyalty. This means that the better the service provided, the more it will influence consumer loyalty of TRI card users in Samarinda. (2) product quality variables have a positive and significant effect on consumer loyalty. Apart from providing peace of mind, consumer loyalty is another advantage for consumers to get a guarantee of the best quality products. (3) the service quality and product quality variables partially have a positive and significant effect. This means that service quality and product quality influence consumer loyalty of TRI card users in Samarinda.