PENGARUH FITUR LAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi Kasus Go-Pay di Yohsinoya Plaza Festival)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
DAMAI HUTAPEA, RUT
Subject
Manajemen Pemasaran
Datestamp
2021-12-22 03:24:45
Abstract :
This study aims to determine the effect of service features and promotions on Go-Pay customer satisfaction and Go-Pay customer loyalty at Yohsinoya Plaza Festival. Research strategy is an associative strategy. The research method is a survey method by distributing questionnaires. The population in this study were all visitors to Yohsinoya Plaza Festival with a population of visitors who use Go-Pay. The sampling technique in this study used purposive sampling and 100 respondents were sampled. This study was tested using path analysis, multiple tests, and hypothesis testing with the SPSS program. The results of this study indicate that service features have a significant effect on customer satisfaction, promotions have a significant effect on customer satisfaction, service features have a significant effect on customer loyalty, promotions have a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, service features and promotions have a significant simultaneous effect on customer loyalty, service features indirectly have a significant effect on customer loyalty through customer satisfaction, and promotions have an indirect significant effect on customer loyalty through customer satisfaction. Keywords: Service features, Promotion, Customer satisfaction and Loyalty Customer
This study aims to determine the effect of service features and promotions on Go-Pay customer satisfaction and Go-Pay customer loyalty at Yohsinoya Plaza Festival. Research strategy is an associative strategy. The research method is a survey method by distributing questionnaires. The population in this study were all visitors to Yohsinoya Plaza Festival with a population of visitors who use Go-Pay. The sampling technique in this study used purposive sampling and 100 respondents were sampled. This study was tested using path analysis, multiple tests, and hypothesis testing with the SPSS program. The results of this study indicate that service features have a significant effect on customer satisfaction, promotions have a significant effect on customer satisfaction, service features have a significant effect on customer loyalty, promotions have a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, service features and promotions have a significant simultaneous effect on customer loyalty, service features indirectly have a significant effect on customer loyalty through customer satisfaction, and promotions have an indirect significant effect on customer loyalty through customer satisfaction. Keywords: Service features, Promotion, Customer satisfaction and Loyalty Customer
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