Analyzing the Effect of Prior Experience and Social Differentiation on Customer Loyalty at PT. Pegadaian Tebing Tinggi, Indonesia

This study analyzes the effect of prior experience and social differentiation on customer loyalty at PT. Pegadaian branch of Tebing Tinggi City. This research is quantitative descriptive. The population of this research are customers at PT. Pegadaian branch of Tebing Tinggi totaling about 1000 people. The research sample amounted to 100 people with the sampling technique using incidental sampling. The number of samples was determined using the Slovin formula. The type of data used is primary data. Methods of data collection using a questionnaire. Data were analyzed using multiple linear regression analysis method. The results of the analysis show that prior experience and social differentiation partially or simultaneously have a significant effect on customer loyalty. In conclusion, this study indicated that prior experience has a significant effect on customer loyalty. The social differentiation has a significant effect on customer loyalty and prior experience and social differentiation simultaneously have a significant effect on customer loyalty at PT. Pegadaian branch of Tebing Tinggi City, Indonesia.