PENGARUH SERVICE EXCELLENT DAN I-SAKU TERHADAP LOYALITAS PELANGGAN DI INDOMARET SIMPANG KOLAM TEMBUNG

Abstract

This study aims to determine and analyze the effect of using Service Exvellent and I-Saku on consumer loyalty in Indomaret Simpang Kolam Tembung. The sampling technique used purposive sampling which collected 59 respondents. The data collection method used a questionnaire/questionnaire. The results of multiple linear regression analysis obtained the equation Y = 49,556 + 0.218X1 + 0.467X2. In the partial test (t test) the service excellent variable has a positive and significant effect on consumer loyalty with a t value of 2,161 > t table 1,673 and a significant value of 0.000 < 0.05 and I-saku variable has a positive and significant effect on consumer loyalty with a t value of 2,103 > t table 1,673 and significant value 0.000 <0.05. Simulative significant test results (F test) variable service excellent and i-saku simultaneously or together have a positive and significant effect on consumer loyalty with an F arithmetic value of 6,448> F table 3.16 and a significant value of 0.000 <0.05. The results of the coefficient of determination test (R2) obtained an R Square value of 0.196, meaning that the consumer loyalty variable can be explained by 19,6% by the service excellent and i-saku variables while the remaining 80,4% is explained by other variables not included in this study.