ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN MARKAS BILIARD DI SAMARINDA

Abstract

The purpose of this research is to determine and analyze the influence of factors that influence consumer loyalty at the Samarinda Biliard Headquarters.

This research was conducted in the city of Samarinda. The sample taken was 96 respondents using the Non Probability Sampling method with a purposive sampling technique. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in the research uses multiple linear regression analysis using the SPSS v23 statistical program tool.

The research results show that based on the F test or simultaneously (together) the variables price, promotion, location, people and products have a positive and significant effect on consumer loyalty. Based on the t or partial test, the price variable has no positive and significant effect on consumer loyalty, the promotion variable has no positive and significant effect on consumer loyalty, the location variable has a positive and significant effect on consumer loyalty, the person variable has a positive and significant effect on consumer loyalty, the product variable has an effect and significant impact on consumer loyalty at the Samarinda City Billiard Headquarters.

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