PENGARUH LINKAJA DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN DALAM PEMBELIAN BUKU DI GRAMEDIA KEDIRI
DOI:
https://doi.org/10.30737/risk.v1i1.1607Abstract
Penelitian ini bertujuan untuk 1) mengetahui pengaruh LinkAja secara parsial terhadap loyalitas pembelian buku di Gramedia Kediri, 2) mengetahui pengaruh kepuasan(pelanggan gramedia) secara parsial terhadap loyalitas pembelian buku di Gramedia Kediri, 3) mengetahui pengaruh LinkAja dan kepuasan(pelanggan gramedia) secara simultan terhadap loyalitas pembelian buku di Gramedia Kediri, 4) untuk mengetahui prosentase keberhasilan penelitian loyalitas pembelian buku di Gramedia Kediri. Metode diawali dengan langkah observasi, mengetahui jumlah populasi untuk dijadikan sampel penelitian. Kemudian menyebar dan menarik kuesioner untuk dilakukan oleh data. Olah data menggunakan uji statistik regresi linier berganda. Tahapan uji tesebut dengan uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji parsial, uji simultan dna uji determinasi. Dalam uji parsial, dinyatakan LinkAjadan kepuasan memiliki pengaruh signifikan terhadap loyalitas pelanggan dalam membeli buku Gramedia Kediri. Sedangkan pada uji simultan, dinyatakan LinkAjadan kepuasan memiliki pengaruh signifikan terhadap loyalitas pelanggan dalam membeli buku di Gramedia Kediri. Untuk tingkat keberhasilan penelitian sebesar 89,7%. Penelitian ini, memerluka penambahan variabel dimasa mendatang, sebagai pengembangan keberlanjutan terkait loyalitas pembelian buku.
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