The influence of product quality and promotion on customer loyalty at Pt Ammay Cemerlang Nusantara

Steven, Kenzo (2022) The influence of product quality and promotion on customer loyalty at Pt Ammay Cemerlang Nusantara. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Decrease in customer loyalty seen from the decrease in the number of customers due to product quality and promotional programs that have not been satisfactory. The objectives of this research are to investigate whether Product Quality and Promotion have influence on Customer Loyalty at PT Ammay Cemerlang Nusantara This research was conducted at PT Ammay Cemerlang Nusantara. This research also aims to identify the influence of Product Quality and Promotion have influence on Customer Loyalty. This research was conducted using quantitative, descriptive, and causal approaches. The total of population and sample is 31 business of PT Ammay Cemerlang Nusantara through Census sampling. Data is collected by distributing questionnaires, interview, and documentation. The result of the T-test shows that Product Quality and Promotion are 0.023 and 0.007 respectively, which are both less than 0.05. In the F Test, the value of significance is 0.000, which is less than 0.05. Furthermore, Product Quality and Promotion have 68.4% influence on customer loyalty. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Customer Loyalty = 0.402 Product Quality + 0.485 Promotion Recommendations for the PT Ammay Cemerlang Nusantara include can be done supervision in the packaging that needs attention. so as not to cause customer disappointment and company needs to be improved by often providing attractive promotional programs for customer./ Penurunan loyalitas pelanggan yang terlihat dari penurunan jumlah pelanggan yang diakibatkan kualitas produk dan program promosi yang belum memuaskan.Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas produk dan promosi berpengaruh terhadap loyalitas pelanggan di PT Ammay Cemerlang Nusantara Penelitian ini dilakukan di PT Ammay Cemerlang Nusantara. Penelitian ini juga bertujuan untuk mengetahui pengaruh kualitas produk dan promosi yang berpengaruh terhadap loyalitas pelanggan. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif, deskriptif, dan kausal. Jumlah populasi dan sampel adalah 31 usaha PT Ammay Cemerlang Nusantara melalui sensus sampling. Data dikumpulkan dengan menyebarkan kuesioner, wawancara dan dokumentasi. Hasil Uji-T menunjukkan bahwa kualitas dan promosi produk masing-masing adalah 0,023 dan 0,007, yang keduanya kurang dari 0,05. Dalam uji F, nilai signifikansi adalah 0,000, yaitu kurang dari 0,05. Selain itu, kualitas dan promosi produk memiliki pengaruh 68,4% terhadap loyalitas pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji regresi linier berganda dan persamaan Loyalitas Pelanggan = 0,402 kualitas produk + 0,485 promosi Rekomendasi untuk PT Ammay Cemerlang Nusantara diantaranya dapat dilakukan pengawasan dalam kemasan yang perlu diperhatikan. agar tidak menimbulkan kekecewaan pelanggan dan perusahaan perlu ditingkatkan dengan sering memberikan program promosi yang menarik bagi pelanggan.

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