The influence of brand trust towards customer loyalty at PT Ragam Buah Tropis in Medan

Gono, Serlia (2020) The influence of brand trust towards customer loyalty at PT Ragam Buah Tropis in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia adalah salah satu dari 8 pusat keanekaragaman genetik, terutama buah-buahan tropis yang salah satunya adalah durian. Durian adalah jenis buah yang telah menjadi kuliner spesial dari kota Medan dengan rasa dan aroma yang khas. PT Ragam Buah Tropis adalah salah satu bisnis kuliner di kota Medan, juga dikenal sebagai Young Durian. Masalah yang sering dihadapi oleh perusahaan adalah menghadapi penurunan kinerja penjualan dan loyalitas pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kepercayaan merek terhadap loyalitas pelanggan di PT Ragam Buah Tropis. Pengujian yang digunakan untuk penelitian ini adalah uji validitas dengan kedua variabel valid, uji reliabilitas dengan kedua variabel memiliki reabilitias tinggi, hasil uji normalitas berdistribusi normal, hasil uji determinasi 51.3%, hasil regresi linear 0.935 dan hasil uji t 9.788 lebihbesar dari table T. Setelah semua penelitian dan analisis dilakukan, PT Ragam Buah Tropis diharapkan untuk berkonsentrasi pada peningkatan kepercayaan merek dan loyalitas pelanggan dengan sering berkomunikasi, bertukar informasi, menjual produk di lokasi yang strategis dan memaksimalkan penggunaan platform media untuk membuat pelanggan percaya terhadap merek tersebut. Kemudian pelanggan menjadi pelanggan reguler dan pelanggan dapat mengandalkan merek karena Young Durian mampu menangani tanggung jawab dan umpan balik yang akan membuat pelanggan tertarik kembali untuk pembelian berulang dan pelanggan dengan percaya diri akan merekomendasikan merek tersebut kepada kerabat dan orang lain / Indonesia is one of 8 centers of genetic diversity, especially tropical fruits which one of them is durian. Durian is a type of fruit that has become a special culinary from the city of Medan with its distinctive taste and aroma. PT Ragam Buah Tropis is one of the culinary businesses in the city of Medan, also known as Young Durian. A problem that often faced by the company is the degression in its sale performance and customer loyalty. The purpose of this research is to know the influence of Brand Trust towards Customer Loyalty at PT Ragam Buah Tropis. The method used by the writer in this research is quantitative, descriptive and correlation method. By using the incidental sampling method, 93 from the entire population were selected to be sampled. Data used in this research is primary data and secondary data. Data analysis technique is using simple linear regression. The test used for this research are validity test with both variables are valid, reliability test with both variables have high reliability, normality test result is normally distributed, determination test result is 51.3%, linear regression result is 0.935 and t test result is 9.788 that greater than T table. After all the research and analysis is done, PT Ragam Buah Tropis is expected to concentrate on improving brand trust and customer loyalty with frequent communication, exchange information, selling product in strategic location and maximize the uses of media platform to make customers trust on the brand then customers become regular customers and customers can rely on the brand because Young Durian is able to handle responsibilities and feedbacks which will attract customers to return for repeat purchases and customers will confidently recommend the brand to their relatives and others

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