PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA PEDAGANG KAKI LIMA DI PASAR GELUGUR RANTAUPRAPAT

Rani Rahmawati, NPM 1901100047 (2023) PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP LOYALITAS PELANGGAN PADA PEDAGANG KAKI LIMA DI PASAR GELUGUR RANTAUPRAPAT. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

The aim of this study was to determine the effect of product quality, promotion and price on customer loyalty among street vendors in the Gelugur Rantauprapat market, either partially or simultaneously. This research was conducted at the Gelugur Rantauprapat market in February 2023. This research was a quantitative research using data analysis techniques which were carried out using the SPSS 25.0 For Windows application with the results of instrument tests in the form of a Validity test, Reliability test, Classical Assumptions Test, Regression Test Multiple Linear, t Test, F Test, and R2 Determinants. The population of this research is the customers in the Gelugur Rantauprapat market. Based on this population, the authors took a sample of 30 people. The results of the study concluded that product quality had no positive and significant effect on customer loyalty, with a regression coefficient of 1.323 <t table 2.051 and a signicant value of 0.197 >0.005. Promotion has no positive and significant effect on customer loyalty with a regression coefficient of 1.121 <t table 2.051 and a significant value of 0.273 > 0.005. Price has a positive and significant effect on customer loyalty with a regression coefficient of 14.638 > t table 2.051 and a significant value of 0.000 <0.005. Meanwhile product quality, promotion and price simultaneously influence customer loyalty with a coefficient of determination (151.75) > Ftable (3.350 ) and a significant value of 0.000 <0.005. Adjusted analysis results (R2) amounted to 0.940 or 94.0% while the remaining 6.0% was influenced or explained by other variables not discussed in this study. Keywords: Product Quality, Promotion, Price, and Customer Loyalty. ============================================== Penelitian bertujuan untuk mengetahui pengaruh kualitas produk, promosi dan harga terhadap loyalitas pelanggan pada pedagang kaki lima di pasar Gelugur Rantauprapat, baik secara parsial maupun secara simultan. Penelitian ini dilakukan di pasar Gelugur Rantauprapat pada bulan Februari 2023. Penelitian ini adalah penelitian kuantitatif dengan menggunakan teknik analisis data yang dilakukan dengan menggunakan bantuan aplikasi program SPSS 25.0 For Windows dengan hasil uji instrumen berupa uji Validitas, uji Reliabilitas, Uji Asumsi Klasik, Uji Regresi Linier Berganda, Uji t, Uji F, dan Determinan R2 . Populasi penelitian ini adalah pelanggan di pasar Gelugur Rantauprapat. Berdasarkan populasi tersebut maka penulis mengambil sampel sebanyak 30 orang. Hasil penelitian disimpulkan kualitas produk tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan, dengan koefisien regresi 1,323 < t tabel 2,051 dan nilai signifikan sebesar 0,197 > 0,005. Promosi tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan koefisien regresi 1,121 < t tabel 2,051 dan nilai signifikan sebesar 0,273 > 0,005. Harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan koefisien regresi 14,638 > t tabel 2,051 dan nilai signifikan sebesar 0,000 < 0,005.Sementara itu kualitas produk, promosi dan harga berpengaruh secara simultan terhadap loyalitas pelanggan dengan koefisien determinasi (151,75) > Ftabel (3,350) dan nilai signifikan 0,000 < 0,005. Hasil analisis Adjusted (R2) sebesar 0,940 atau 94,0% sedangkan sisanya 6,0% dipengaruhi atau dijelaskan oleh variabel lain yang tidak dibahas dalam penelitian ini. Kata Kunci: Kualitas Produk, Promosi, Harga, dan Loyalitas Pelanggan.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Promotion, Price, And Customer Loyalty. ========================== Kualitas Produk, Promosi, Harga, Dan Loyalitas Pelanggan.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	12 Oct 2023 08:38
Last Modified:	12 Oct 2023 08:38
URI:	http://repository.ulb.ac.id/id/eprint/350

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