Purnama, Irwan (2021) Pengaruh Harga, Kualitas Pelayanan, Word of Mouth Communication, Dan Promosi terhadap Loyalitas Pelanggan Grab-Food (Studi pada Mahasiswa di Daerah Istimewa Yogyakarta). Ringkasan Skripsi thesis, STIE YKPN.
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Abstract
This study aims to analyze the effect of price, service quality, word of mouth communication, and promotion on Grab-Food customer loyalty. The population in this study are active students in the Special Region of Yogyakarta who have used the Grab-Food service. The sample of respondents was 113 people with data collection done by providing a list of questions to respondents via google form. This test uses multiple regression analysis tools. Hypotheses were tested with the F test, t test, and R2 test. The results showed that price had a significant effect on customer loyalty, service quality had no effect on customer loyalty, word of mouth communication had no effect on customer loyalty, and promotion had a significant effect on customer loyalty. The independent variable (price, service quality, word of mouth communication, and promotion) is able to explain the dependent variable (customer loyalty) by 50.9% and the remaining 49.1% is explained by other variables outside of this study.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Skripsi dapat dibaca di Perpustakaan dengan call number PUR p 6973/2021 |
| Uncontrolled Keywords: | Price, service quality, word of mouth communication, promotion, and customer loyalty. |
| Subjects: | MANAJEMEN > Kewirausahaan |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 23 Dec 2022 03:58 |
| Last Modified: | 23 Dec 2022 03:58 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/395 |
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