Pengaruh Kualitas Pelayanan, Harga dan Promosi terhadap Loyalitas Pelanggan GoFood di Kota Bandung

  • Nabilah Alya Insani Telkom University
  • Putu Nina Madiawati Universitas Telkom Bandung

Abstract

This study aims to determine the effect of service quality, price, and promotion on GoFood customer loyalty. This research uses quantitative methods and Likert scale as a measurement. The population in this study is GoFood users with a sample of 150 GoFood users who live in the city of Bandung. The data analysis technique used in this study is multiple linear regression analysis processed using SPSS 22 for Windows. Based on the hypothesis test that has been done, the service quality variable has a value: 7.090 (to)> 1.65536 (tα), a positive and significant effect on customer loyalty variables, for the price variable: 2.912 (to)> 1.65536 (tα ), positive and significant effect on customer loyalty variables, and for the promotion variable has a value: 5.743 (to)> 1.65536 (tα), positive and significant effect on customer loyalty variables. Then it shows that the variables of service quality, price and promotion have a positive and significant influence on customer loyalty variables

Keywords : service quality, price, promotion, customer loyalty

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Published
2020-09-03
How to Cite
Insani, N., & Madiawati, P. (2020). Pengaruh Kualitas Pelayanan, Harga dan Promosi terhadap Loyalitas Pelanggan GoFood di Kota Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(3), 112-122. https://doi.org/10.31955/mea.vol4.iss3.pp112-122