Email this article Pengaruh persepsi harga, citra perusahaan, dan komunikasi pemasaran terhadap loyalitas pelanggan
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, citra perusahaan dan komunikasi pemasaran terhadap loyalitas pelanggan. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling. Sampel yang digunakan dalam penelitian ini adalah 100 orang pelanggan JNE Express Samarinda. Analisis data yang digunakan dalam penelitian ini adalah Partial Least Square dengan bantuan software SmartPLS3.0. Hasil penelitian ini menunjukkan: (1) Persepsi Harga (X1) berpengaruh positif dan siginifikan terhadap Loyalitas Pelanggan. Hasil menyatakan bahwa pelanggan tetap loyal dengan harga yang sesuai dengan keinginan dan kebutuhan, (2) Citra Perusahaan (X2) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Hasil menyatakan bahwa citra perusahaan sudah baik tercermin dengan mempertahankan citra perusahaan dibenak pelanggan, (3) Komunikasi Pemasaran (X3) berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Hasil menyatakan bahwa komunikasi pemasaran cukup baik disetiap pelayanan yang diberikan.
Keywords
References
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DOI: https://doi.org/10.29264/jimm.v6i3.5406
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