PENGARUH PROMOSI, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN CAFÉ BERINGIN

Dadi Akhmad Perdana; Indra Firdiyansyah

Dadi Akhmad Perdana Sekolah Tinggi Ilmu Ekonomi Galileo
Indra Firdiyansyah Universitas Maritim Raja Ali Haji

Keywords: Promotion, Brand Image, Service Quality and Customer Loyalty

Abstract

This study aims to determine and examine the effect of promotion, brand image and service quality on

customer loyalty at Cafe Beringin. Data was collected by distributing online-based questionnaires and with a total of 97 respondents. This research uses non-probability sampling method with purposive sampling technique. This study uses descriptive quantitative methods, using several tests, namely validity test, reliability test, classical assumption test, multiple linear regression, t test, f test and coefficient of determination. Analysis of the data using the SPSS version of IBM statistics 20. The results of this study obtained the regression equation Y = -0.162 + 0.367X1 + 0.993X2 + 0.062X3 + e. The promotion variable has a significant effect between promotions on customer loyalty with a tcount (4, 264) > ttable (1.98580). Brand image variable has a significant effect between brand image on customer loyalty with a value of tcount (5,162) > ttable (1,98580). The service quality variable has no significant effect on customer loyalty with a value of tcount (0.658) < ttable (1.98580). And the variables of promotion, brand image and service quality have a simultaneous effect on customer loyalty with an Fcount of 90.330 > Ftable of 2.701.