Analysis of Factors Affecting Customer Loyalty at Putra Jaya Manna Furniture Shop, South Bengkulu

  • Tenti Agustin Universitas Dehasen Bengkulu
  • Oni Yulianti Universitas Dehasen Bengkulu
  • Nenden Restu Hidayah Universitas Dehasen Bengkulu
Keywords: Influencer, Product Quality, Service Quality, Price, Customer Loyalty

Abstract

The objectives to be achieved in this study are: 1. To determine the effect of product quality on customer loyalty at the Putra Jaya Manna Furniture Store, South Bengkulu. 2. To determine the effect of service quality on customer loyalty at the Putra Jaya Manna Furniture Store, South Bengkulu. 3. To determine the effect of price on customer loyalty at the Putra Jaya Manna Furniture Store, South Bengkulu. This type of research is a quantitative descriptive research. The sample in this study were 65 respondents. The method used in collecting data for this research is a questionnaire and documentation. The method of data analysis in this study is the Multiple Linear Regression Research Instrument Test the Coefficient of Determination of the Hypothesis. Berdasarkan hasil penelitian ini artinya Terdapat pengaruh kualitas produk (X1) terhadap loyalitas pelanggan (Y) Toko Mebel Putra Jaya dengan nilai tsig < α (0,001<0,05) dan nilai thitung > ttabel (2,571> 1,66864) demikian Ho di tolak dan Ha diterima. Dari nilai signifikansi yang didapat bahwasanya variabel X1 berpengaruh terhadap loyalitas pelanggan (Y). Terdapat pengaruh kualitas layanan (X2) terhadap loyalitas pelanggan (Y) Toko Mebel Putra Jaya dengan nilai tsig < α (0,004<0,05) dan nilai thitung > ttabel (2,571>1,66864) dengan demikian Ho di tolak dan Ha diterima. Dari nilai signifikansi yang didapat bahwasanya variabel X2 berpengaruh terhadap loyalitas pelanggan (Y). Terdapat pengaruh harga (X3) terhadap loyalitas pelanggan (Y) Toko Mebel Putra Jaya dengan nilai tsig < α (0,003<0,05) dan nilai thitung > ttabel (2,571>1,66864) dengan demikian Ho di tolak dan Ha diterima. Dari nilai signifikansi yang didapat bahwasanya variabel X3 berpengaruh terhadap loyalitas pelanggan (Y). Nilai Fsig < α 0,05 dan Fhitung > F tabel (16,373>2,75) sehingga dapat bermakna bahwa secara bersama variabel indepenen berpengaruh terhadap variabel dependen.

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Published
2023-07-14
How to Cite
Agustin, T., Yulianti, O., & Hidayah, N. (2023). Analysis of Factors Affecting Customer Loyalty at Putra Jaya Manna Furniture Shop, South Bengkulu. Jurnal Akuntansi, Manajemen Dan Bisnis Digital, 2(2), 313–324. https://doi.org/10.37676/jambd.v2i2.4445
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Articles

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