📅 06 October 2023
DOI: 10.58192/ebismen.v2i4.1423
Pengaruh Potongan Harga Dan Komunikasi Bisnis Terhadap Loyalitas Pelanggan Pembelian Stick Tahu Toko Aqia Kediri
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
📄 Abstract
This research aims to partially and simultaneously explain the influence of price discounts and business communication on customer loyalty in purchasing Tofu Sticks at the Aqia Kediri Store. This type of research uses quantitative research. Data sources use primary data and secondary data. The sample in the research was 87 customers who purchased Toko Aqia Kediri's Tofu Stick using purposive sampling technique. The analysis techniques used are validity test, reliability test, normality test, linearity test, multicollinearity test, heteroscedasticity test, t test, F test, multiple linear regression analysis, t test, F test and coefficient of determination (R2) test using the SPSS program version 25. The results of this research are that partially the price discount variables and business communication have a positive and significant effect on customer loyalty in buying tofu sticks at the Aqia Kediri Store. Simultaneously, the variables of price discounts and business communication have a significant effect on customer loyalty in purchasing tofu sticks at the Aqia Kediri Store.
🔖 Keywords
#Price Discounts; Business Communication; Customer Loyalty
ℹ️ Informasi Publikasi
Tanggal Publikasi
06 October 2023
Volume / Nomor / Tahun
Volume 2, Nomor 4, Tahun 2023
📝 HOW TO CITE
Putri, Nada Liyana; Suwarsono, Bambang; Kurniawan, Brahma Wahyu, "Pengaruh Potongan Harga Dan Komunikasi Bisnis Terhadap Loyalitas Pelanggan Pembelian Stick Tahu Toko Aqia Kediri," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 2, no. 4, Oct. 2023.
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