PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, PROMOSI, HARGA DAN LOKASI TERHADAP LOYALITAS KONSUMEN

Ferdy Ferdy, Lukmanul Hakim, Tibrani Tibrani, Sri Langgeng Ratnasari, Herni Widiyah Nasrul, T. Munzir, Zulkifli Zulkifli, Widodo Ismanto, Ervin Nora Susanti, Regina Antonius Clarensia, Mahmud Mahmud

Abstract


Salah satu faktor yang harus dipertimbangkan konsumen dalam melakukan pembelian adalah menggunakan jasa pengiriman yang tepat. Salah satu perusahaan yang bergerak dibidang pengiriman atau ekspedisi adalah PT. Global Pratama Group. Populasi penelitian ini adalah konsumen PT. Global Pratama Group Batam yang berjumlah 87 orang. Sampel terdiri dari 87 responden, yang diambil dengan metode random sampling. Analisis data menggunakan regresi berganda dan uji hipotesis serta menggunakan SPSS versi 23. Hasil penelitian ini disimpulkan bahwa variabel customer relationship management berpengaruh signifikan dengan perolehan angka t-hitung 7.887>1.667 t-tabel dan signifikansi 0.000<0.05, variabel promosi dengan perolehan angka t-hitung 2.795>1.661 t-tabel dan signifikansi 0.006<0.05, variabel harga dengan perolehan angka t-hitung 4.314>1.661 t-tabel dan signifikansi 0.000<0.05variabel lokasi berpengaruh signifikan dengan perolehan angka t-hitung 7.887>1.667 t-tabel dan signifikansi 0.000<0.05. Variabel customer relationship management, promosi, harga dan lokasi dengan f-hitung sebesar 87.096>2.74 f-tabel dengan tingkat signifikan 0.000<0.05, maka secara simultan berpengaruh signifikan terhadap loyalitas konsumen.

Keywords


Customer Relationship Management; Promosi; Harga; Lokasi; Loyalitas Konsumen

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DOI: https://doi.org/10.33373/jmob.v4i1.7579

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