Nikita Ariyensi, NPM 1901100040 (2023) ANALISIS PENGARUH KEPUASAN PELANGGAN, HARGA DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PADA MIE ACEH SEULANGA RANTAUPRAPAT. Skripsi thesis, Universitas Labuhanbatu.
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Abstract
Penelitian ini mempunyai tujuan untuk menguji dan mengetahui pengaruh kepuasan pelanggan, harga dan promosi terhadap loyalitas pelanggan pada Mie Aceh Seulanga Rantauprapat. Penelitian ini dilakukan di Mie Aceh Seulanga Rantauprapat pada bulan Februari-Maret 2023. Penelitian ini adalah penelitian kualitatif dan kuantitatif. Populasi dalam penelitian ini adalah tak terhingga, dengan teknik accidental sampling, sehingga diambil sampel 50 orang. Jenis data yang dikumpulkan untuk mendukung variabel yang diteliti adalah data primer dan data sekunder. Teknik pengumpulan data yang digunakan yaitu daftar pertanyaan (Questionaire) dan studi dokumentasi. Teknik analisis data dalam penelitian ini menggunakan analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi. Pengolahan data menggunakan program software SPSS (statistic package for the social science) 25.00 for windows. Hasil penelitian menunjukkan bahwa secara parsial, masing-masing variabel kepuasan pelanggan, harga dan promosi berpengaruh terhadap loyalitas pelanggan pada Mie Aceh Seulanga Rantauprapat dan secara simultan, variabel kepuasan pelanggan, harga dan promosi berpengaruh terhadap loyalitas pelanggan pada Mie Aceh Seulanga Rantauprapat. Kata Kunci: Kualitas Produk, Promosi, Harga, dan Loyalitas Pelanggan. ==================================================================================================== This study aims to test and determine the effect of customer satisfaction, price and promotion on customer loyalty at Mie Aceh Seulanga Rantauprapat. This research was conducted at Mie Aceh Seulanga Rantauprapat from February to March 2023. This research is a qualitative and quantitative research. The population in this study is infinite, with the accidental sampling technique, so that a sample of 50 people is taken. The types of data collected to support the variables studied are primary data and secondary data. Data collection techniques used are a list of questions (Questionaire) and documentation study. Data analysis techniques in this study used multiple linear regression analysis, t test, F test, and the coefficient of determination. Data processing uses the SPSS software program (statistical package for the social sciences) 25.00 for windows. The results showed that partially, each variable of customer satisfaction, price and promotion had an effect on customer loyalty at Mie Aceh Seulanga Rantauprapat and simultaneously, the variables of customer satisfaction, price and promotion had an effect on customer loyalty on Mie Aceh Seulanga Rantauprapat. Keywords: Product Quality, Promotion, Price, and Customer Loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Promosi, Harga, Dan Loyalitas Pelanggan. ================================== Product Quality, Promotion, Price, And Customer Loyalty. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 01 Nov 2023 08:20 |
| Last Modified: | 01 Nov 2023 08:29 |
| URI: | http://repository.ulb.ac.id/id/eprint/469 |
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