PENGARUH KUALITAS PELAYANAN DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN INDRA CELLULAR KUDUS

Abstract

This study aims to determine whether the quality of services and sales promotion effect on customer loyalty Indra Cellular. The population in this study is the Holy subscribers Indra Cellular. Samples taken by 100 respondents using the technique of Non-Probability Sampling with accidental sampling approach, namely sampling technique based on the spontaneity factor. Based on the analysis of statistical data, indicators-indicators in this study are valid and the variables are reliable. In testing the assumptions of classical, model-free regression multikolonieritas, heteroskedastisitas not happen, and normally distributed. Individuals equences from each of the most influential variable is the variable quality of service with a regression coefficient of 0.454, then the variable sales promotions with regression coefficient of 0.452. Based on regression analysis, it is known that the regression coefficient of the highest in quality service, while the highest index value contained in the indicators 4 and 5 terendeah situated on the indicators, it is thus the advice to be given is that Indra Cellular should increase the indicator 5 is a means of communicating with customers, this is because the majority of customers do not fully know the means ofcommunication provided by Indra Cellular.