Analisis Pengaruh Promosi Berbasis Harga, Kualitas Pelayanan Dan Lingkungan Fisik Terhadap Loyalitas Pelanggan Pada Café Buah Fruitea Holic

PRABOWO, BAYU PANDHU and -, Ihwan Susila, SE., M.Si., Ph.D (2016) Analisis Pengaruh Promosi Berbasis Harga, Kualitas Pelayanan Dan Lingkungan Fisik Terhadap Loyalitas Pelanggan Pada Café Buah Fruitea Holic. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi berbasis harga, pengaruh pelayanan kualitas, dan pengaruh lingkungan fisik terhadap loyalitas pelanggan pada cafe buah Fruitea Holic. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survey lapangan. Populasi adalah para pelanggan Café Buah Fruitea Holic Surakarta bulan Mei 2016, sampel berjumlah 100 orang dengan teknik convience sampling. Metode analisis data: Uji instrumen penelitian, yaitu uji validitas dan reliabilitas, Uji Hipotesis, yaitu uji regresi linear berganda, uji t, uji F dan uji koefisien determinasi (R2). Hasil penelitian menunjukkan: Promosi berbasis harga secara signifikan berpengaruh positif terhadap loyalitas pelanggan. Kualitas pelayanan secara signifikan berpengaruh positif terhadap loyalitas pelanggan. Lingkungan fisik secara signifikan berpengaruh positif terhadap loyalitas pelanggan. Kata kunci: promosi berbasis harga, kualitas pelayanan, lingkungan fisik, loyalitas pelanggan The objective of this research is to analyze the effect of the price -based promotions, influence quality quality, and the influence of physical environment on customer loyalty in the fruit Fruitea Holic Cafe. This research is a quantitative approach to field surveys. The population is customers of Fruit Fruitea Holic Cafe Surakarta in May 2016, a sample of 100 people with convience sampling techniques. Data analysis methods: Research instrument test, namely the validity and reliability. Testing Hypothesis, namely multiple linear regression test, t test, F test and the coefficient of determination ( R2 ). The results showed: the price -based promotion is significantly positive effect on customer loyalty. Service quality is significantly positive effect on customer loyalty. The physical environment is significantly positive effect on customer loyalty. Keywords: promotion based on price, quality of service, physical environment, customer loyalty

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Keywords: promotion based on price, quality of service, physical environment, customer loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: BAYU PANDHU PRABOWO
Date Deposited: 13 Aug 2016 09:36
Last Modified: 13 Aug 2016 09:36
URI: http://eprints.ums.ac.id/id/eprint/45738

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