STRATEGI PENINGKATAAN LOYALITAS UPK GONDANGREJO KARANGANYAR

Article Sidebar

Pdf (Bahasa Indonesia)
Published Mar 31, 2021

Main Article Content

Adi Penawan
STIE AUB Surakarta
- Setiyana
STIE AUB Surakarta

Abstract

Abstract,


       The purpose of this study was to analyze the product quality strategy, location, service quality, and promotion of customer loyalty UPK Gondangrejo Karanganyar.


       The population in this study was 1500 customers of UPK Gondangrejo Karanganyar. The analysis technique used is multiple linear analysis. With the random sampling method, a sample of 75 respondents was obtained. Questionnaire as an instrument for collecting data. Data analysis used the Classical Assumption Test, Linear Regression Test, t-test, f test, and R2 test.


       The classical assumption test results show the data can be justified. The regression test shows that product quality, service quality, and promotion have a positive effect while the location has a negative effect. The significance value of the t-test states that product quality, service quality, and promotion have a significant effect while the location has no significant effect. F test with a significance of 0.000 <0.05 shows that product quality, location, service quality, and promotion simultaneously have a significant effect. R2 test of 0.628 shows that product quality, location, service quality, and promotion have an effect on 62.8% of customer loyalty at UPK Gondangrejo Karanganyar. The results of this study are useful as a reference for future research.


 


Keywords: Product and Service Quality, Promotions, Loyalty

Article Details

How to Cite
Penawan, A., & Setiyana, -. (2021). STRATEGI PENINGKATAAN LOYALITAS UPK GONDANGREJO KARANGANYAR. Dinamika Ekonomi: Jurnal Ekonomi Dan Bisnis, 14(1), 48-66. Retrieved from https://stienas-ypb.ac.id/jurnal/index.php/jdeb/article/view/309
Issue
Vol 14 No 1 (2021): DINAMIKA EKONOMI Jurnal Ekonomi dan Bisnis Vol 14. No.1 Maret 2021
Section
Articles

This work is licensed under a Creative Commons Attribution 4.0 International License

References

Abdillah, M., Kasmita, & Abrian, Y. (2014). Pengaruh Bauran Promosi terhadap Keputusan Tamu untuk Menginap di HW Hotel Padang. E-Journal Home Economic and Tourism Vol 5, No.1, 2014.

Abdullah, T., & Tantri, F. 2015. Manajemen Pemasaran. Depok: PT Raja Grafindo Persada.

Chasanah, U. 2019. Pengaruh Kualitas Produk, Pelayanan dan Lokasi terhadap Loyalitas Pelanggan pada Cafe Waroeng Pisa Purwekerto, Banyumas. Fakultas Ekonomi dan Bisnis Islam. IAIN Purwokerto.

Hanny, R., & Azis, A. (2018). Analisis Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Matahari Department Store Cileungsi. Jurnal Pemasaran Kompetitif Vol, 2, No.1, 2018 93-110.

Husain, T. (2019). Analisis Layanan Google Scholar Sebagai Bahan Referensi Terhadap Kepuasan Mahasiswa. ULTIMA InfoSys Vol, X, No.1, 2019 69-75.

Kodir, A. 2020. Analisis Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Supermi (Studi Kasus di Minimarket Mina Surabaya). Fakultas Ekonomi. Jawa Timur: UPN "Veteran".

Kotler, P., & Armstrong, G. 2016. Principles of Marketing (Global ed.). New Jersey: Pearson Prentice Hall Inc.

Kotler, Philip T., Keller, Kevin Lane. 2014. Marketing Management (14th ed.). New Jersey: Pearson Prentice Hall.

Mongi, L., Mananeke, L., & Repi, A. (2013). Kualitas Produk, Strategi Promosi dan Harga Pengaruhnya terhadap Keputusan Pembelian Kartu Simpati Telkomsel di Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol, 1, No.4, 2013 2336-2346.

Putri, B. R. (2017). Buku Ajar Manajemen Pemasaran. Bali: Universitas Udayana.

Putro, S. W., Semuel, H., & Brahmana, R. K. (2014). Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan dan Loyalitas Konsumen Restoran Happy Garden. Jurnal Strategi Pemasaran Vol, 2, No.1, 2014 1-9.

Quintania, M., & Sasmitha. (2020). Pengaruh Desain dan Inovasi Produk Terhadap Kepuasan Konsumen dan Dampaknya pada Loyalitas Konsumen (Studi Kasus pada Konsumen Lipstik Wardah Kosmetik Jabodetabek). Media Ekonomi Vol, 20, No.1, 2020 26-38.

Rahman, M. F., Yulianti, F., & Rina. (2020). Analisis Strategi Harga dan Kualitas Produksi terjadap Kepuasan Konsumen pada Perusahaan Kue Hj. Enong Bakery di Martapura. DINAMIKA EKONOMI: Jurnal Ekonomi dan Bisnis Vol, 13, No.2, 2020 311-322.

Sani, A., Pusparini, N. N., Rizal, R., Khristiana, Y., Zailani, A. U., & Husain, T. (2020). E-Business Adoption Models in Organizational Contexts on The TAM Extended Model: A Preliminary Assessment. 2020 8th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-5). Pangkalpinang: UIN Syarif Hidayatullah.

Septiadi, E. (2015). Pengaruh Lokasi, Pelayanan, dan Kepuasan terhadap Loyalitas Pelanggan Warung Seafood “Yu Yem” Pantai Jatimalang. SEGMEN Jurnal Manajemen dan Bisnis Vol, l1, No.2A, 2015.

Sugiyono. 2017. Metode Penelitian Evaluasi: Pendekatan Kuantitatif, Kualitatif, dan Kombinasi. Bandung: CV. Alfabeta.

Zainurossalamia ZA, S. 2020. Manajemen Pemasaran: Teori & Strategi (Cetakan ke-1). Lombok Tengah, Nusa Tenggara Barat: Forum Pemuda Aswaja.