Pengaruh Lokasi Dan Promosi Terhadap Loyalitas Pelanggan (Studi Kasus Pada Indomaret Drive Thru-Pagedangan)
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis 1) pengaruh lokasi secara langsung terhadap loyalitas pelanggan. 2) pengaruh promosi secara langsung terhadap loyalitas pelanggan. 3) pengaruh lokasi dan promosi secara simultan terhadap loyalitas pelanggan. Metode pengumpulan data yang digunakan adalah penelitian lapangan dengan menggunakan kuiesioner. Sampel dalam penelitian ini adalah konsumen yang telah berbelanja di Indomaret Drive Thru-Pagedangan sebanyak 100 responden dengan teknik pengambilan sampel adalah purposive sampling. Teknik analisis data yang digunakan adalah analisis regresi dengan program SPSS. Berdasarkan hasil uji hipotesis, disimpulkan bahwa penelitian ini mengahasilkan diantaranya 1) Lokasi berpengaruh signifikan secara langsung terhadap loyalitas pelanggan dengan hasil uji thitung7,967 > ttabel yaitu 1,98447, 2) Promosi berpengaruh signifikan secara langsung terhadap loyalitas pelanggan dengan hasil uji thitung13,229 > ttabel yaitu 1,98447, 3) Lokasi dan Promosi berpengaruh signifikan secara simulta terhadap loyalitas pelanggan hasil uji Fhitung 88,827 > Ftabel yaitu 3,09.
Kata kunci: Lokasi;Promosi;Loyalitas Pelanggan; Analisis Regresi
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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