Analisis Loyalitas Pelanggan Ditinjau Dari Kepuasan Konsumen Dan Citra Merek Di CV. Inti Pangan Sejati Boyolali

Yoga Fadilah, Afib and , Dra. Titik Asmawati, S.E., M. Si (2021) Analisis Loyalitas Pelanggan Ditinjau Dari Kepuasan Konsumen Dan Citra Merek Di CV. Inti Pangan Sejati Boyolali. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The objectives of this study are: 1) The effect of customer satisfaction on customer loyalty in CV. The True Food Core of Boyolali. 2) The influence of brand image on customer loyalty of CV. The True Food Core of Boyolali. 3) The effect of customer satisfaction and brand image on customer loyalty CV. The True Food Core of Boyolali. This research is a type of quantitative research conducted by collecting data in the form of numbers. The population in this study were consumers of CV. Inti Pangan Sejati as much as 123, the sample in this study is 89 acording to Isaac and Michael tabulated. The required data was obtained through questionnaires and documentation. The questionnaire was previously tried out and tested for validity and reliability testing. The data analysis technique used is multiple linear regression analysis, F test, t test, and relative and effective contribution. The results of regression analysis obtained the regression line equation: Y = 1.283 + 0, 350X1 + 0.601X2. The equation shows that customer loyalty is influenced by customer satisfaction and brand image. The conclusions taken are: 1) There is an effect of customer satisfaction on customer loyalty which is acceptable. This is based on the partial test (t test), it is known that tcount> ttable, 2.936> 0.025 and a significance value <0.05, namely 0.000 with a relative contribution of 30.4% and an effective contribution of 12.6%. 2) There is an acceptable effect of brand image on customer loyalty. This is based on the partial test (t test), it is known that tcount> ttable is 5.312> 0.025 and a significance value <0.05 is 0.000 with a relative contribution of 69.6% and an effective contribution of 28.7%. 3) There is an influence of consumer satisfaction and brand image on customer loyalty which is acceptable. This is based on the simultaneous test (F test), it is known that Fcount> Ftable, namely 30.239> 3.10 and a significance value <0.05, namely 0.000. 4) The coefficient of determination (R2) of 0.413 indicates that the influence of consumer satisfaction and brand image on customer loyalty is 41.3%, while the rest is influenced by other variables.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Customer Loyality, Customer Satisfaction and Brand Image.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	AFIB YOGA FADILAH
Date Deposited:	15 Mar 2021 03:03
Last Modified:	15 Mar 2021 03:19
URI:	http://eprints.ums.ac.id/id/eprint/90173

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