Melantika, Ria Dewi (2024) PENGARUH PROMOSI, KUALITAS PRODUK DAN EKSPEKTASI PELANGGAN TERHADAP LOYALITAS PELANGGAN COFFEE SHOP ENAMDUA PALEMBANG. S-1 thesis, 021008-Universitas Tridinanti Palembang.
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Abstract
ABSTRAK Ria Dewi Melantika, Pengaruh Promosi, Kualitas Produk dan Ekspektasi Pelanggan Terhadap Loyalitas Pelanggan Coffee Shop Enamdua Palembang (Dibawah bimbingan Ibu Hj. Agustina Marzuki, SE.M.Si dan Ibu Dra. Yasmina Martini, MM). Penelitian ini bertujuan untuk mengetahui apakah pengaruh Promosi, Kualitas Produk dan Ekspektasi Pelanggan Terhadap Loyalitas Pelanggan Coffee Shop Enamdua Palembang. Penentuan sampel dalam penelitian ini menggunakan teknik sampel random. Sampel random yaitu dimana peneliti memberikan peluang yang sama bagi setiap anggota populasi (pelanggan) untuk dipilih menjadu sampel yang dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi itu sendiri. Jenis data yang digunakan yaitu data primer dengan menggunakan kuesioner. Penelitian ini menggunakan analisis regresi linear berganda. Teknik analisis yang digunakan adalah analisis regresi linear berganda, uji asumsi klasik, koefesien korelasi, koefesien determinasi, uji simultan (F) dan uji parsial (t) dengan menggunakan SPSS 23.0 Berdasarkan hasil analisa terhadap uji F maka diperoleh nilai signifikan F (0,000 0,05) sehingga variabel Promosi, Kualitas Produk dan Ekspektasi Pelanggan secara simultan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan sedangkan uji t maka diperoleh secara parsial dari hasil variabel Promosi (X1) berpengaruh terhadap Loyalitas Pelanggan, variabel Kualitas Produk (X2) berpengaruh terhadap Loyalitas Pelanggan dan variabel Ekspektasi Pelanggan (X3) berpengaruh terhadap Loyalitas Pelanggan. Koefesien determinasi atau adjusted R square (R2) yang diperoleh sebesar 0,452. Variabel Loyalitas Pelanggan dapat dijelaskan oleh variabel Promosi, Kualitas Produk, dan Ekspektasi Pelanggan yang diperoleh 45,2%, dapat dilihat dari faktor lain yang tidak diteliti dalam penelitian ini. Kata kunci : Promosi, Kualitas Produk, Ekspektasi Pelanggan, Loyalitas Pelanggan ABSTRACT Ria Dewi Melantika, The Influence of Promotion, Product Quality and Customer Expectations on Customer Loyalty at Enamdua Palembang Coffee Shop (Under the guidance of Mrs. Hj. Agustina Marzuki, SE.M.Si and Mrs. Dra. Yasmina Martini, MM). This research aims to determine the influence of Promotion, Product Quality and Customer Expectations on Customer Loyalty at Enamdua Coffee Shop Palembang. Determination of the sample in this study used a random sampling technique. A random sample is where the researcher provides an equal opportunity for each member of the population (customer) to be selected as a random sample without paying attention to the strata in the population itself. The type of data used is primary data using a questionnaire. This research uses multiple linear regression analysis. The analysis technique used is multiple linear regression analysis, classical assumption test, correlation coefficient, determination coefficient, simultaneous test (F) and partial test (t) using SPSS 23.0 Based on the results of the analysis of the F test, a significant value of F was obtained (0.000 < 0.05) so that the variables Promotion, Product Quality and Customer Expectations simultaneously had a positive and significant effect on Customer Loyalty, while the t test was obtained partially from the results of the Promotion variable (X1) has an effect on Customer Loyalty, the Product Quality variable (X2) has an effect on Customer Loyalty and the Customer Expectation variable (X3) has an effect on Customer Loyalty. The coefficient of determination or adjusted R square (R2) obtained was 0,452. The Customer Loyalty variable can be explained by the Promotion, Product Quality and Customer Expectation variables which obtained 45,2%, which can be seen from other factors not examined in this research. Keywords: Promotion, Product Quality, Customer Expectations, Customer Loyalty
Item Type: | Thesis (S-1) |
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Subjects: | H Social Sciences > HC Economic History and Conditions |
Depositing User: | Ms Ria Dewi Melantika |
Date Deposited: | 05 Apr 2024 03:19 |
Last Modified: | 05 Apr 2024 03:19 |
URI: | http://repository.univ-tridinanti.ac.id/id/eprint/8355 |
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