Abstract
Alfamart is also one of the mini market stores in Indonesia which also applies the importance of providing the best service for each customer and always tries to understand the products that its customers need and want. By offering various kinds of bottled water products, Alfamart strives to satisfy and provide convenience to each of its customers in making purchase transactions. In this study, researchers used a saturated sampling technique in determining the number of samples. Based on the number of population and the sampling technique used, the number of samples in this study was 75 respondents. Based on the results of the distribution of product quality instruments (x) to 75 Alfamart mineral water customers, it shows that, product quality (x) in mineral water, customer loyalty (y) for mineral water at Alfamart Cikokol Tangerang Branch is currently good. The effect of product quality on customer loyalty of Alfamart mineral water at Alfamart store Cikokol Tangerang branch shows that, the simple linear regression equation Y = 15.42 + 0.39. (x) means that this equation can estimate / calculate the effect of product quality (x) on customer loyalty (y). If the product quality (x) is increased one-by-one, customer loyalty (y) will increase to 0.39 and if the product quality is increased to 10 then customer loyalty will increase to 3.9. The coefficient of determination of the product quality variable (x) contributed 41.90% to the customer loyalty variable (y) at Alfamart Stores Cikokol Tangerang branch. In the hypothesis test t count 7,256 t table 1,993, thus this study proves that "there is a significant effect of product quality on customer loyalty of Alfamart Mineral Water at Alfamart Stores Cikokol Branch"
Highlights
Alfamart is one of the mini market stores in Indonesia which applies the importance of providing the best service for each customer and always tries to understand the products that its customers need and want
In the hypothesis test t count 7,256> t table 1,993, thus this study proves that "there is a significant effect of product quality on customer loyalty of Alfamart Mineral Water at Alfamart Stores Cikokol Branch"
(2011), Manajemen Pemasaran, Jakarta: Universitas Terbuka, Swastha, B., & Irawan
Summary
Namun penelitian ini mauk kedalam penelitian asosiatif (gabungan dari jenis penelitian kualitatif dan kuantitatif). Sedangkan teknik sampling yang digunakan adalah sampling convenience atau incidental, menurut Siregar (2014) convenience atau incidental yaitu teknik penentuan sampel berdasarkan kebetulan saja anggota populasi yang ditemui peneliti, dan bersedia menjadi responden untuk dijadikan sampel, atau peneliti memiliih orang-orang yang terdekat saja. Berdasarkan jumlah populasi dan teknik sampling yang digunakan, maka jumlah sampel dalam penelitian ini berjumlah 75 responden. Data Sekunder adalah sumber data yang tidak langsung memberikan data kepada pengumpul data, misalnya lewat orang lain atau dilakukan dengan cara studi kepustakaan yang diperoleh dari berbagai sumber seperti buku-buku, artikel, literatur, surat kabar, dan sebagainya. Menurut Sugiyono (2010) Skala likert adalah skala yang digunakan untuk mengukur sikap, pendapat dan persepsi seseorang atau sekelompok orang tentang fenomena sosial. Skala likert peneliti gunakan untuk memberikan skor masing-masing jawaban dari instrument kuesioner yang peneliti berikan kepada responden.
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