ANALISIS PENGARUH HARGA DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PT. KERETA API INDONESIA DAOP V PURWOKERTO
Abstract
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Persaingan yang ketat dalam bisnis tidak terlepas dari semakin pesatnya perkembangan bisnis baik yang bersifat lokal, nasional maupun internasional dengan berbagai skala dan segmen yang dibidik. Persaingan tersebut memacu para pebisnis untuk senantiasa menjadi pilihan pelanggan dan mampu mempertahankan pelanggannya. Perumusan masalah dalam penelitian ini adalah bagaimanakah pengaruh harga terhadap loyalitas konsumen, bagaimanakah pengaruh citra merek terhadap loyalitas konsumen, dan bagaimanakah pengaruh harga dan citra merek terhadap loyalitas konsumen.
Penelitian ini menggunakan analisis regresi linear berganda. Dalam penelitian ini populasi yang akan diteliti ialah konsumen PT. Kereta Api Indonesia DAOP V Purwokerto. Sampel dalam penelitian ini mengunakan metode random sampling, yaitu pengambilan sampel secara acak sederhana dari seluruh jumlah populasi yang ada, yaitu sebanyak 32 orang.
Hasil pengujian pengaruh harga terhadap loyalitas konsumen diperoleh nilai t = 8.432 > t tabel sebesar 1.6939 dengan signifikansi (p < 0,05), dengan signifikansi yang lebih kecil dari 0,05 dan arah koefisien positif, Hal ini berarti bahwa harga berpengaruh positif dan signifikan terhadap loyalitas konsumen. Hasil pengujian pengaruh citra merek terhadap loyalitas konsumen diperoleh nilai t = 4.672 > t tabel sebesar 1.6939 dengan signifikansi (p < 0,05), dengan signifikansi yang lebih kecil dari 0,05 dan arah koefisien positif. Hal ini berarti bahwa citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen. Nilai uji F hitung sebesar 20.962 > F Tabel sebesar 2.89 dengan signifikansi < 0.05 sehingga dapat dikatakan bahwa hasil uji menunjukkan model yang fit. Hal ini berarti bahwa citra merek berpengaruh positif dan signifikan terhadap loyalitas konsumen. Nilai uji F hitung sebesar 20.962 > F Tabel sebesar 2.89 dengan signifikansi < 0.05 sehingga dapat dikatakan bahwa hasil uji menunjukkan model yang fit.
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