Pengaruh Brand Image dan Relationship Marketing terhadap Loyalitas Pelanggan pada Mixue Jamin Ginting Kecamatan Medan Baru Kota Medan

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh brand image dan relationship marketing terhadap loyalitas pelanggan pada Mixue Jamin Ginting Kecan1atan Medan Baru Kota Medan. Teknik analisis data dalam penelitian ini menggunakan statistic deskriptif, uji normalitas, uji paired samples statistics, uji paired samples correlations dan uji paired samples test. Pengolahan data dalam penelitian ini menggunakan program software SPSS (Statistic Package for the Social Sci ens) versi 29.00. Berdasarkan hasil pengujian secara parsial pengarub brand image terhadap loyalitas pelanggan, maka diperoleh nilai thitung untuk variabel brand image adalah 2.168 dan ttabel dengan a = 5% sebesar 1.674. Variabel brand image memili ki nilai t1iitung lebih besar dari t1abel (2.168> 1.674) dengan angka signifikan 0.035<0,05. Hal ini menunjukkan bahwa secara pasrial ada pengaruh positif dan signifikan antara brand image terhadap loyalitas pelanggan. Berdasarkan hasil pengujian secara parsial pengaruh relationship marketing terhadap loyalitas pelanggan, maka diperoleh nilai thitung untuk variabel relationship marketing adalah 3.387 dan tiabel dengan a = 5o/o sebesar 1.674. Variabel relationship marketing memiliki nilai thitung lebih besar dari t1abel (3.387> 1.674) dengan angka signifikan 0.001 <0,05. Hal ini menunjukkan bahwa secara pasrial ada pengaruh positif dan signiflkan antara relationship marketing terhadap loyalitas pelanggan. Secara simultan terdapat pengaruh positif dan signifikan antara brand image dan relationship marketing terhadap loyalitas pelanggan pada Mixue Jamin Ginting Kecamatan Medan Baru Kota Medan. The purpose of this study was to determine the effect of brand image and relationship marketing on customer loyalty at Mixue Jamin Ginting Kecan1atan Medan Baru, Medan City. Data analysis techniques used descriptive statistics, normality tests, paired samples statistics, paired samples correlations, and paired samples tests. Data processing in this study used SPSS (Statistical Package for the Social Sciences) software version 29.00. Based on the partial test results of the influence of brand image on customer loyalty, the calculated t value for the brand image variable was 2.168 and the t table value with α = 5% was 1.674. The brand image variable had a t count greater than the t table (2.168>1.674) with a significance level of 0.035<0.05. This indicates a partial positive and significant effect between brand image and customer loyalty. Based on the partial test results of the effect of relationship marketing on customer loyalty, the calculated t-value for the relationship marketing variable was 3.387, and the table value was 1.674 with a α = 50/0. The relationship marketing variable had a calculated t-value greater than the table value (3.387 > 1.674) with a significance level of 0.001 < 0.05. This indicates that partially there is a positive and significant effect between relationship marketing on customer loyalty. Simultaneously, there is a positive and significant effect between brand image and relationship marketing on customer loyalty at Mixue Jamin Ginting, Medan Baru District, Medan City.