Pengaruh Ekspektasi Pelanggan dan Bauran Promosi terhadap Loyalitas Konsumen di CV Ekajaya Cikarang
DOI:
https://doi.org/10.30651/jms.v9i4.23784Abstract
Loyalitas pelanggan merupakan hal penting dalam suatu bisnis. Banyak teknik untuk mempertahankan Loyalitas pelanggan. Seperti ekspektasi pelanggan dan bauran promosi. Penelitian ini bertujuan untuk menganalisis pengaruh ekspektasi pelanggan dan bauran promosi terhadap loyalitas pelanggan di CV Ekajaya baik secara parsial maupun simultan. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Populasi sebanyak 300 ketua arisan CV Ekajaya dan berdasarkan rumus slovin maka diperoleh sample sebanyak 171 dengan teknik sampling insidental. Instrumen yang digunakan adalah kuisioner dengan sala likert 1-5. Penelitian ini menggunakan teknik analisis data berupa uji normalitas, multikolinearitas, heterokedastisitas, liniearitas, regresi linier berganda, uji t, uji f, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa ada pengaruh positif signifikan ekspektasi pelanggan terhadap loyalitas pelanggan CV Ekajaya. Hal ini dapat dibuktikan dengan nilai sig 0,000 < dari 0,05 dan nilai t-hitung 8,270 > dari t-tabel 1,974, bauran promosi berpengaruh positif signifikan terhadap loyalitas pelanggan CV Ekajaya, hal ini dapat dilihat dari nilai t-hitung 12,015 > dari t-tabel 1,974. Secara simultan terdapat pengaruh signifikan ekspektasi pelanggan dan bauran promosi terhadap loyalitas pelanggan CV Ekajaya, hal ini dapat dibuktikan dengan melihat nilai diketahui sebesar nilai f-hitung 132,061 > nilai nilai f-tabel 3,05.
Downloads
Published
How to Cite
Issue
Section
License
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.
Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.
Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:
- Patent and trademark rights and rights to any process or procedure described in the article.
- The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
- The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.
