EFFECT OF PERCEPTION, QUALITY OF SERVICE, RELATIONSHIP MARKETING ON CUSTOMER LOYALTY (Study on BMT Sejahtera Karanganyar, Central Java)
DOI:
https://doi.org/10.29040/ijebar.v6i2.4822Abstract
The purpose of this research is to know the effect of service quality, relationship marketing, and perceptions of customers loyalty in BMT Sejahtera. This study uses a quantitative approach to the population of members in the BMT Sejahtera, a sample taken using the calculation of solving formula. Data analysis using multiple linear regression models. T-test result of the study showed that service quality partially had a significant effect on customer loyalty with at count>t table (5,737>1,662). Because the value of t is greater than the value of the t table and the magnitude of the significant value of the P-Value is less than 0.05 (0.00<0.05). Then relational relationship marketing partially has a significant effect on customer loyalty with a value of t count>t table (2,022>1,662). Because the value of t is greater than the table value and the value of the significant value of P-Value is less than 0.05 (0.046<0.05). Then the perception partially has a significant effect on customer loyalty with t count >t table (2,231 > 1,662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028<0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty. 662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028<0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty. 662). Because the value of t is greater than the table value and the significance value of the P-Value is less than 0.05 (0.028 < 0.05). Then f test shows a significance value of 0.000 because the P-Value significance value obtained is less than the value (0.000<0.05). Then it can be concluded that Service Quality, Relationship Marketing, and Perception simultaneously affect Customer Loyalty.
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Published
2022-06-24
How to Cite
Sumadi, S., Fitria, T. N., & Setyana, N. (2022). EFFECT OF PERCEPTION, QUALITY OF SERVICE, RELATIONSHIP MARKETING ON CUSTOMER LOYALTY (Study on BMT Sejahtera Karanganyar, Central Java). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1123–1230. https://doi.org/10.29040/ijebar.v6i2.4822
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