Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Promosi Terhadap Loyalitas Pelanggan Di Supermarket Berkah Jaya Purwokerto
Keywords:
Product Quality, Service Quality, Promotion, Customer LoyaltyAbstract
The aim of this research is to determine the effect of product quality on customer loyalty at the Berkah Jaya Supermarket, Purwokerto. To determine the effect of customer service on customer loyalty at the Berkah Jaya Supermarket, Purwokerto. To determine the effect of promotions on customer loyalty at the Berkah Jaya Supermarket, Purwokerto. The population in this study is customers. who visit and shop at Berkah Jaya Purwokerto Supermarket. The method used in this research is accidental sampling. The formula used by Rao Purba. Data collection using questionnaires. The method used to analyze the data is multiple linear regression analysis and uses SPSS software. The research results show that the Product Quality variable has a positive and significant effect on customer loyalty of 6.279 with significance level 0.000; the service quality variable has a significant positive effect on customer loyalty of 8.896 with a significance level of 0.000; and the promotion variable has a positive and significant effect on customer loyalty of
5.406 with a significance level of 0.000. Overall, the independent variable has an influence of 94.9% influenced by the dependent variable, and the remaining 5.1% is influenced by other variables not found in this research.
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