Abstract
This study aims to observe the effect of service quality and sales promotion on consumer loyalty in by.U users in Bandung City. The method used in this study is quantitative descriptive. Through the distribution of questionnaires to obtain data using a Likert scale that is processed and tested. The population in this study were consumers in Bandung City who made purchases by.U so that the population is unknown. The sample was taken using non-probability sampling, namely purposive sampling. The sample size was calculated using the Lemeshow formula to obtain 100 respondents. The results of the study and hypothesis testing in this study are that service quality and sales promotion have a positive and very significant effect on consumer loyalty with a sig. 0.000. Service quality has a positive and very significant effect on consumer loyalty with a sig. 0.001. Sales promotion has a positive and significant effect on consumer loyalty with a sig. 0.020. The results of this study indicate that the R square coefficient value is 44.9%. Data processing and testing were carried out using validity and reliability tests, correlation tests, multiple linear regression, determination coefficient analysis, T tests and F tests.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callSimilar Papers
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
