PENGARUH SERVICE EXCELLENT DAN I-SAKU TERHADAP LOYALITAS PELANGGAN DI INDOMARET SIMPANG KOLAM TEMBUNG

Rully Alaina Tarigan, Dedi Iskandar Batu Bara

Abstract


ABSTRACT
This study aims to determine and analyze the effect of using Service Exvellent and I-Saku on
consumer loyalty in Indomaret Simpang Kolam Tembung. The sampling technique used purposive
sampling which collected 59 respondents. The data collection method used a
questionnaire/questionnaire. The results of multiple linear regression analysis obtained the
equation Y = 49,556 + 0.218X1 + 0.467X2. In the partial test (t test) the service excellent variable
has a positive and significant effect on consumer loyalty with a t value of 2,161 > t table 1,673 and
a significant value of 0.000 < 0.05 and I-saku variable has a positive and significant effect on
consumer loyalty with a t value of 2,103 > t table 1,673 and significant value 0.000 <0.05.
Simulative significant test results (F test) variable service excellent and i-saku simultaneously or
together have a positive and significant effect on consumer loyalty with an F arithmetic value of
6,448> F table 3.16 and a significant value of 0.000 <0.05. The results of the coefficient of
determination test (R2) obtained an R Square value of 0.196, meaning that the consumer loyalty
variable can be explained by 19,6% by the service excellent and i-saku variables while the
remaining 80,4% is explained by other variables not included in this study.

Keywords: Service Excellent, I-Saku and Consumer Loyalty




DOI: https://doi.org/10.46576/bn.v5i2.2760

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