PENGARUH CUSTOMER RELATIONSHIP MARKETING, HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PENGGUNAAN GRAB DI PONOROGO)
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Institusion
Universitas Muhammadiyah Ponorogo
Author
Wicaksono, Mohammad Irfan
Subject
HB Economic Theory
Datestamp
2023-09-01 06:06:52
Abstract :
The aim of this research is to determine the influence of customer relationship marketing, price and service quality on customer loyalty with a case study of Grab use in Ponorogo. The population in this study are all Ponorogo people. For the sampling technique using purposive sampling method. The sample limit is 96 respondents with data collection techniques using a questionnaire or Google form questionnaire model. The data analysis technique used in this study is a multiple linear regression analysis technique. The results of this research 1) found that customer relationship marketing has a positive influence on customer loyalty with a calculated T value of 3.069 > 1.98609 T table, a significance of 0.003 < 0.05 and a regression coefficient of 0.290. 2) Price has a positive influence on customer loyalty as shown by the calculated T value of 3,860 > 1.98609 T table, significance 0.000 < 0.05 and regression coefficient of 0.325. 3) Service quality has a positive influence on customer loyalty as shown by the calculated T value of 4,434 > 0.05 T table, significance 0.000 < 0.05 and regression coefficient of 0.404. 4) customer relationship marketing, price and service quality have a simultaneous positive influence on customer loyalty as shown in the calculated F results of 33,874 > 2.70 F table with a significance of 0.000 < 0.05.
The aim of this research is to determine the influence of customer relationship marketing, price and service quality on customer loyalty with a case study of Grab use in Ponorogo. The population in this study are all Ponorogo people. For the sampling technique using purposive sampling method. The sample limit is 96 respondents with data collection techniques using a questionnaire or Google form questionnaire model. The data analysis technique used in this study is a multiple linear regression analysis technique. The results of this research 1) found that customer relationship marketing has a positive influence on customer loyalty with a calculated T value of 3.069 > 1.98609 T table, a significance of 0.003 < 0.05 and a regression coefficient of 0.290. 2) Price has a positive influence on customer loyalty as shown by the calculated T value of 3,860 > 1.98609 T table, significance 0.000 < 0.05 and regression coefficient of 0.325. 3) Service quality has a positive influence on customer loyalty as shown by the calculated T value of 4,434 > 0.05 T table, significance 0.000 < 0.05 and regression coefficient of 0.404. 4) customer relationship marketing, price and service quality have a simultaneous positive influence on customer loyalty as shown in the calculated F results of 33,874 > 2.70 F table with a significance of 0.000 < 0.05.
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