Dampak Loyalitas dari Keputusan Konsumen Disebabkan Pelayanan dan Promosi pada Usaha Gimnastik

Authors

  • Rudy Aryanto Universitas Bina Nusantara
  • Susanto Susanto Universitas Bina Nusantara
  • Liu Santa Stefenny Universitas Bina Nusantara

DOI:

https://doi.org/10.21512/tw.v10i2.709

Keywords:

service quality, promotion, consumer decision making, consumer loyalty

Abstract

This research purpose is to analyze the influence service quality and promotion to decision making and its impact on consumer loyalty. Method used in this research is descriptive-associative, using Pearson Correlation Path Analysis. Data gathered by distributiong questionnaire to 110 respondents in Gold’s Gym Thamrin City. From the data analysis, it is found out that the structural model is given as Y= 0,497X2 + 0,868, whereas R2 24,7% , and structural 2 Z = 0,491 X1 + 0,871 whereas R2=24,2. The service quality seems have less influence to consumer’s decision making but have stronger influence to consumer loyalty. Promotion effectively influences consumer’s decision making as much as 24,2%. Thus, service quality and promotion should be leveraged to increase sales and consumer loyalty.

Dimensions

Plum Analytics

Author Biographies

Rudy Aryanto, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

Susanto Susanto, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

Liu Santa Stefenny, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

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Published

2009-09-30
Abstract 698  .
PDF downloaded 479  .