Pengaruh Ekuitas dan Kepuasan Terhadap Loyalitas Konsumen pada Butik Peach Medan

Abstract

This study aims to determine "The Effect of Brand Equity and Consumer Satisfaction on Consumer Loyalty in Medan Peach Shop Boutique". This type of research is associative research, which is a study that is asking about the relationship between two variables. The population in this study were all Consumers in Medan Peach Shop Boutique as many as 84 employees and by using saturated sampling, the number of samples in this study were 84 respondents taken from the entire population. Based on the results of the t test it can be seen that t count on brand equity variables of 3.506 is greater than t table of 1.685 with the probability of t namely sig 0,000 smaller than the significance limit of 0.05. Based on these values, the brand equity variable has a positive and significant effect on the loyalty variable. In the variable customer satisfaction of 4,409 is greater than t table of 1,685 with probability t that is sig 0,000 smaller than the significance limit of 0.05, then the consumer satisfaction variable partially has a positive and significant influence on the variable consumer loyalty. Based on the results of the F test, the calculated F value is 116.002> 3.24 with sig 0,000 <0.05, indicating that Ho is rejected and Ha is accepted, meaning that brand equity and consumer satisfaction simultaneously have a positive and significant effect on consumer loyalty variables. obtained at 0.834. To see the influence ofindependent variables on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, so that KD = 83.4% is obtained. This figure shows that 83.4% of consumer loyalty (dependent variable) can be explained by brand equity and consumer satisfaction. The remaining 16.6% is influenced by other factors not explained in this study.