PENGARUH PROMOSI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN TRANSPORTASI ONLINE GO-JEK (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Negeri Makassar)

Kurniawan, Agung Widhi and Aswar, Nurul Fadilah and Haeruddin, Muhammad Ilham Wardhana and Natsir, Uhud Darmawan (2022) PENGARUH PROMOSI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN TRANSPORTASI ONLINE GO-JEK (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Negeri Makassar). EQUITY: Jurnal Ekonomi, Manajemen dan Akuntansi, 17 (2). pp. 6-11. ISSN 216-9533

[img] Text (Article)
37 - EQUITY.pdf - Published Version
Download (162kB)
[img] Text (Peer Review)
28pengaruh promosi.pdf - Other
Download (1MB)
[img] Text (Turnitin)
28Pengaruh Promosi terhadap Loyalitas.pdf - Other
Download (1MB)
Official URL: http://ojs.stkip-ypup.ac.id/index.php/equity/artic...

Abstract

This study aims to determine the effect of promotion on customer loyalty through innovation capacity on Students of the Faculty of Economics and Business, Makassar State University . The research methodology used is a quantitative method. The sample in this study was 100 respondents using a purposive sampling technique. The data collection techniques used are questionnaires and documentation. The data analysis model uses Partial Least Square Structural (PLS). The results show that (1) The Promotion has a significant effect on customer satisfaction. Based on the results of the promotion hypothesis test on customer satisfaction, the t statistic value is 89.839 > 1.96 and the P value is 0.000 <0.05; (2) Promotion has a significant effect on customer loyalty based on the results of the promotion hypothesis test on loyalty, the t statistic is 4.552 > 1.96 and P values 0.000 < 0.05. (3) Promotion has a positive and significant effect on customer loyalty through customer satisfaction based on the path coefficient value of the original sample promotion on customer loyalty through customer satisfaction of 0.414 and the statistical t value obtained is 3.612 > 1.96 and a P value of 0.000 < 0.05.

Item Type: Article
Subjects: FAKULTAS EKONOMI
FAKULTAS EKONOMI > Manajemen
KARYA ILMIAH DOSEN
Universitas Negeri Makassar > KARYA ILMIAH DOSEN
Divisions: FAKULTAS EKONOMI
Depositing User: Dr. M. Ikhwan Maulana Haeruddin
Date Deposited: 09 May 2023 09:11
Last Modified: 09 May 2023 09:11
URI: http://eprints.unm.ac.id/id/eprint/28571

Actions (login required)

View Item View Item
Test Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.