PENGARUH KEPUASAN KONSUMEN, PROMOSI DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PENGGUNA KERETA API (Studi Kasus Pada Penumpang Kereta Api Kaligung)

KHAMZA, KHALIL PATRIOT, E2A014022 (2018) PENGARUH KEPUASAN KONSUMEN, PROMOSI DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PENGGUNA KERETA API (Studi Kasus Pada Penumpang Kereta Api Kaligung). Sarjana / Sarjana Terapan (S1/D4) thesis, ["eprint_fieldopt_institution_Universitas Muhammadiyah Semarang" not defined].

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Abstract

This research aimed to find out influence between satisfaction of consumers, promotion, and price perception towards loyalty of the train users. Population in the research is Kaligung train passengers in the Poncol railway station, the researcher took 80 the train users. This research used purposive sampling technique. Data analysis used multi linier analysis method which had previously been tested for validity, reliability, and classic assumption. The result of research showed that satisfaction of the consumers took effect significantly towards loyalty of the consumers. Meanwhile, promotion and price perception did not have a positive effect towards loyalty of the consumers. All of independent variables such as satisfaction of the consumers, promotion, and price perception simultaneously took effect positively towards the dependent variable “loyalty of the consumers”. The researcher used coefficient of determination technique (R2) to find out the result of analysis. The result showed 24,4% in the consumers’ loyalty variable. It could be explained through the consumers’ satisfaction, promotion, and price perception variable. Meanwhile, 75,6% could be explained through another variable did not include the research model. Keywords : Satisfaction of the consumers, promotion, price perception, and loyalty of the consumers.

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