Analisis Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan (Studi Kasus Pada Kentucky Fried Chicken (KFC) Kota Lhokseumawe
Abstract
The purpose of this study was to determine the effect of product, price, promotion, and location on customer loyalty (a case study on Kentucky Fried Chicken, Lhokseumawe City). The data collection techniques used were data collection in the form of questionnaires, field research, and literature studies. The author distributed questionnaires to 100 Kentucky Fried Chicken (KFC) customers at Kentucky Fried Chicken (KFC) Restaurants in Lhokseumawe City. To analyze the effect of the independent variables on the dependent variable, multiple linear regression methods are used. Because in this study the researcher analyzed more than one independent variable, namely product (X1), price (X2), promotion (X3), and location (X4). The correlation coefficient (R) was obtained for 0.874 and the Adjusted R2 value was 0.754 (75.4%) which means that product (X1), price (X2), promotion (X3), and location (X4) affect customer loyalty (Y) by 75.4% and the remaining 24.6% is influenced by other factors outside this research model (error term). From the partial test results, the product variable (X1) obtained a count value of 3.876 > Table 1.985, meaning that the product (X1) has a significant effect on customer loyalty (Y). The price variable (X2) obtained a count of 2.364 > ttable of 1.985, meaning that price (X2) has a significant effect on customer loyalty (Y). The promotion variable (X3) obtained a count of 2.001 > table of 1.985, meaning that promotion (X3) has a significant effect on customer loyalty (Y). The location variable (X4) obtained a count of 2.976 > ttable of 1.985, meaning that location (X4) has a significant effect on customer loyalty (Y). For simultaneous testing, the Fcount value is 76.815 > Ftable 2.47, so it can be concluded that product (X1), price (X2), promotion (X3), and location (X4) have a significant effect on customer loyalty (Y) at Kentucky Restaurants Fried Chicken Lhokseumawe City.
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