Sinurat, Ratna wani (2021) PENGARUH PROMOSI, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN (Studi pada Konsumen Toko Indomaret drive thru Tomang Jakarta Barat ). Skripsi thesis, Sekolah tinggi ilmu ekonomi indonesia jakarta.
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Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh promosi, harga dana kualitas produk terhadap loyalitas pelanggan (studi kasus pada Indomaret drive thru Tomang, Jakarta Barat). penelitian yang digunakan adalah metode observasi, dengan menggunakan kuesioner sebagai metode pengumpulan datanya. Populasi dalam penelitian ini adalah seluruh konsumen toko Indomaret drive thruTomang, Jakarta Barat. Sample dalam penelitian ini diambil dari 97 orang responden. Metode analisis yang digunakan adalah regresi, koefisisien determinasi dan uji hipotesis. hasil pengujian yang telah dilakukan maka dapat dijelaskan bahwa secara parsial promosi tidak berpengaruh secara signifikan terhadap loyalitas pelanggan Indomaret drive thru Tomang, Jakarta Barat, secara parsial harga berpengaruh secara signifikan terhadap loyalitas pelanggan Indomaret drive thru Tomang, Jakarta Barat, secara parsial kualitas produk berpengaruh secarasignifikan terhadap loyalitas pelanggan Indomaret drive thru Tomang, Jakarta Barat. Secara simultan terdapat pengaruh yang signifikan promosi, harga dan kualitas produk terhadap loyalitas pelanggan Indomaret drive thru Tomang, Jakarta Barat. This research was conducted to determine the effect of promotion, price and product quality on customer loyalty (a case study on Indomaret drive thru Tomang, West Jakarta). The research used is the observation method, using a questionnaire as a method of data collection. The population in this study were all consumers of the Indomaret drive thru Tomang store, West Jakarta. The sample in this study was taken from 97 respondents. The analytical method used is regression, coefficient of determination and hypothesis testing. the results of the tests that have been carried out, it can be explained that partially promotion does not significantly affect customer loyalty Indomaret drive thru Tomang, West Jakarta, partially price has a significant effect on customer loyalty Indomaret drive thru Tomang, West Jakarta, partially product quality has a significant effect towards customer loyalty Indomaret drive thru Tomang, West Jakarta. Simultaneously there is a significant effect of promotion, price and product quality on customer loyalty Indomaret drive thru Tomang, West Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Depositing User: | RATNA WANI SINURAT | ||||||||
| Date Deposited: | 20 Sep 2021 22:25 | ||||||||
| Last Modified: | 20 Sep 2021 22:25 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5186 |
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