Pengaruh Customer Bounding dan Harga terhadap Loyalitas Pelanggan CV. Sekawan Jaya Dalam Membeli Sparepart Bus Mercy

Abstract

This study aims to determine the effect of Customer Bounding and Price on Customer Loyalty of CV. Sekawan Jaya in Buying Mercy Bus Spare Parts. The research methodology used is a quantitative descriptive method. The type of data used in this study is quantitative data, which is obtained in the form of numbers and numbers. Source of data in the form of primary data and secondary data. The population in this study were parents of students from the Mulia Education Center course with 148 customers. The sampling technique used in this study was simple random sampling using the slovin formula so that 108 customers were obtained as samples in this study.

Data analysis using multiple linear regression analysis method. The results of the analysis give the equation Customer Loyalty = 14,232 + 0,962 Customer Bonding + 0,349 Price + e. The results of the research analysis show that Customer Bonding has a positive and significant effect on Customer Loyalty of CV. Sekawan Jaya based on the partial test results, namely the value of tcount 7.740 > ttable 1.98282 and a significant value of 0.000 <0.05. The results showed that price has a positive and significant effect on customer loyalty CV. Sekawan Jaya based on the partial test results, namely the value of tcount 4.694 > ttable 1.98282 and a significant value of 0.000 <0.05. The results showed that Customer Bounding and Price had a positive and significant effect on Customer Loyalty of CV. Sekawan Jaya based on simultaneous test results, namely the value of Fcount 62,835 > Ftable 3.08 with a significant value of 0.000 <0.05. The results of this study are supported by the Adjusted R Square R2 value of 0.545, meaning that Trust and Brand Image can explain Parents' Decisions in Choosing Courses at Mulia Education Center by 54.5% and the remaining 45.5% is influenced by other variables outside of this study