Hubungan Kepuasan Pelanggan dengan Loyalitas Pelanggan pada brand H&M di kota Medan

Abstract

This research is to know the relationship of customer satisfaction with customer loyalty on H&M brand in Medan city. The research subjects are H&M brand customers among Psychology students of Medan Area University. Sampling technique in this research is using Proportional Sampling Technique. Scale used in this study using Likert scale where the scale is translated into based on 2 variables, namely Satisfaction Scale and Loyalty Scale. The analytical method used by using SPSS version 16.00. The result of this research is calculation of Product Moment Correlation result, which is a significant positive relationship between customer satisfaction with customer loyalty to H&M brand, with (Rxy = 0,275; p = 0,002 <0,050). From the results of this correlation, it can apply the hypothesis that states in this study, that the better the customer satisfaction then as if the higher customer loyalty. To know from the above relationship = 0.303, this shows consumer loyalty based on customer satisfaction of 30.3%. Thereby rewarding customers to improve customer loyalty.