Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Konsumen Pada CV. Indo Akebono Ohta Medan Petisah

Abstract

The purpose of the study is to identify the effect of service quality and promotion towards consumer loyalty in using services at CV. Indo Akebono Ohta Medan Petisah. The study determines the population of the study are 300 respondents. Then, the study determines 75 participants as the sample size due to the total population is under 100 and utilize the purposive sampling method. As the causal associate research, the primary data were obtained by organizing interviews. The outcome of the study is in line with statistical data analysis and indicators which are based on the validity and reliability. In multiple linear regression test, the service quality variable (X1) indicates a regression coefficient as much as 0.613 with significance value 0.00 < 0.05. Then, the promotion variable (X2) shows the a regression coefficient as much as 0.299 with significance value 0.02 < 0.05. Thus, both variables are positively and significantly influencing consumer loyalty (Y). Moreover, after conducting the t-test, service quality variable (X1) shows that tvalue (6.677) > ttable (1.666) with significance value 0.00 < 0.05 and promotion variable (X2) shows that tvalue (3.260) > ttable (1.666) with significance value 0.02 < 0.05. The result shows that service quality and promotion factors positively and significantly influence the consumer loyalty (Y) partially. Furthermore, the F-test reveals that Fvalue (105.055) > Ftable (3.12) with significance value 0.00 < 0.05. Hence, it indicates that service quality and promotion simultaneously have the significance and a positive impact towards the consumer loyalty. The R Square value is 0.738, it indicates that as many 73.8% of consumer loyalty variation is influenced by service quality (X1) and promotion (X2). Then, a total 26.2% might be contributed by other factors.