Pengaruh Customer Engagement dan Service Quality terhadap Customer Loyalty pada Pelanggan Common Folks Posbloc Medan

Abstract

Penelitian ini bertujuan untuk mengetahui “Pengaruh Customer Engagement Dan Service Quality Terhadap Customer Loyalty pada pelanggan Common Folks Posbloc Medan”. Penelitian ini disusun menggunakan jenis penelitian kuantitatif dengan metode assosiatif kausal. Sampel penelitian merupakan 99 pelanggan di Common Folks Posbloc Medan dengan teknik pengambilan sampel yaitu teknik purposive sampling. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner menggunakan Google Form sehingga data yang terkumpul akan diolah menggunakan SPSS 25 untuk mendapatkan hasil penelitian. Berdasarkan hasil penelitian secara parsial customer engagement berpengaruh positif dan signifikan terhadap customer loyalty pada pelanggan Common Folks Posbloc Medan, secara parsial service quality berpengaruh positif dan signifikan terhadap customer loyalty pada pelanggan Common Folks Posbloc Medan, dan secara simultan customer engagement dan service quality berpengaruh positif dan signifikan terhadap customer loyalty pada pelanggan Common Folks Posbloc Medan. Selain itu, hasil uji koefisien determinasi (R2) mendapati nilai Adjust R Square sebesar 0,492, hal tersebut mendeskripsikan bahwa variabel customer engagement (X1) dan service quality (X2) mampu menjelaskan variasi terhadap variabel customer loyalty (Y) sebesar 49,2%, sedangkan sisanya 50,8% dijelaskan oleh faktor lain yang tidak dimasukkan dalam model penelitian ini. This study aims to determine “The Effect of Customer Engagement and Service Quality on Customer Loyalty among Common Folks Posbloc Medan customers.” This study was conducted using quantitative research with an associative causal method. The research sample consisted of 99 customers at Common Folks Posbloc Medan using a purposive sampling technique. Data collection was conducted by distributing questionnaires using Google Forms, and the collected data was processed using SPSS 25 to obtain the research results. Based on the partial results of the study, customer engagement has a positive and significant effect on customer loyalty among Common Folks Posbloc Medan customers. Partially, service quality has a positive and significant effect on customer loyalty among Common Folks Posbloc Medan customers. Simultaneously, customer engagement and service quality have a positive and significant effect on customer loyalty among Common Folks Posbloc Medan customers. In addition, the coefficient of determination (R2) test results found an Adjusted R Square value of 0.492, which describes that the customer engagement (X1) and service quality (X2) variables are able to explain 49.2% of the variation in the customer loyalty (Y) variable, while the remaining 50.8% is explained by other factors not included in this research model.