Pengaruh Ekuitas Merek dan Relational Terhadap Loyalitas Konsumen pada Supermarket Kaisar Siantan

IF 1.4 Q3 ECONOMICS

African Journal of Economic and Management Studies Pub Date : 2023-02-28 DOI:10.46772/jecma.v6i2.1214

Nurul Septya Magisa, Audisty Prana Hardayu

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Abstract

This study aims to determine and analyze the effect of brand and relational equity on consumer loyalty in Kaisar Siantan Supermarket. Data collection in this study was collected by means of observation and questionnaires (online and offline). The population in this study are consumers or members who shop at Emperor Siantan with a total of 50 consumers and members in 2022. The sampling technique used in this study is to use the Saturated Sampling Technique, which is a sampling technique when all members of the population are used as samples. This is often done when the population is relatively small, less than 50 people, or research that wants to make generalizations with very small errors. Another term for a saturated sample is a census, where all members of the population are sampled. Data analysis used normality test, multiple linear regression analysis, t test, v test. Data analysis was carried out using the IBM SPSS Statistics 25 application. The results of this study showed that brand equity X1 and relational X2 had a positive impact on consumer loyalty in Kaisar Siantan Supermarket. Keyword: Brand Equity, Relational, Consumer Loyalty

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品牌权益和关系对斯安主义超市消费者忠诚度的影响

本研究旨在确定并分析凯思贤滩超市的品牌与关系权益对消费者忠诚度的影响。本研究的数据收集采用观察和问卷调查(线上和线下)的方式。本次研究的人群是在Emperor Siantan购物的消费者或会员，到2022年总共有50名消费者和会员。在本研究中使用的抽样技术是使用饱和抽样技术，这是一种抽样技术，当所有的人口成员作为样本。这通常是在人口相对较少的情况下进行的，少于50人，或者想要以很小的错误进行概括的研究。饱和样本的另一个术语是人口普查，即对人口的所有成员进行抽样。数据分析采用正态性检验、多元线性回归分析、t检验、v检验。采用IBM SPSS Statistics 25软件进行数据分析。本研究结果显示，品牌资产X1和关系X2对凯思贤滩超市消费者忠诚度有正向影响。关键词:品牌资产，关系，消费者忠诚度

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来源期刊

African Journal of Economic and Management Studies ECONOMICS-

CiteScore

3.20

自引率

7.70%

发文量

期刊介绍： African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.