ANALISIS PENGARUH PROMOSI, KUALITAS JASA, DAN CITRA PRODUK TERHADAP LOYALITAS PELANGGAN IM3 DI KOTA SEMARANG

Abstract

This study entitled " The Analysis of influence of Promotion, Quality of service, and Image of Product of IM3 on Customer Loyalty in the city of Semarang", which aims to explain the influence of promotion, service quality, and image of product on customer loyalty in marketing universe. This study was conducted by a questionnaire that using a non-probability sampling technique, which means the sample of units where the selected units in the sample have an unknown probability of being selected and where some units of the target population may even have no chance at all of being in the sample. The sample that being used are 96 samples. Technique of data collecting were done by distributing questionnaires in two stages. The first phase was spreading 30 questionnaires in order to check the validity and reliability. Then continued by spreading all the 96 questionnaires in order to fulfill predetermined number of samples for analysis purposes. The methods of data processing and analysis were using qualitative analysis including interpretation of data obtained in this study, and results of data processing that have been implemented with a description and explanation, as well as quantitative analysis which are including validity and reliablity test, the classic assumption test, multiple regression analysis test, goodness of fit test through the F test, t test and also the regression coefficient analysis (R2). This test is used for regression models produced unbiased. The hypothesis testing were using F test and t test with a significance level of 5%. As for measuring the validity and reliability this study using Pearson’s product moment and cronbach's alpha. And the tool to test the statistical analysis is SPSS 17.0. Based on the research that has been done, it can be concluded as follows: (1) Based on the results of multiple linear regression analysis in this study, obtained the regression equation as follows: Y = 0.352 X1 + 0.043 X2 + 0.536 X3 (2) It discovered that the image of product variable (X3) has a positive and significant influence on customer loyalty as dependent variables (Y). (3) It discovered that the promotion variable (X1) has a positive and significant influence on customer loyalty as dependent variables (Y). (4) It is known that the quality of service (X2) has a positive influence but not significant on customer loyalty as dependent variable (Y). Therefore, IM3 is expected to prioritize quality of service as a factor that need to be improved in order to achieve a greater customer loyalty, and keeping the other two factors, namely the image of products and promotions remain stable to maintain the IM3 users.