Strategi Promosi dan Diskon sebagai Determinan Loyalitas Pelanggan di Sektor Ritel Modern

Abstract

This study aims to determine the effect of promotion on customer loyalty at Alfamidi Galala Hative Kecil and to determine the effect of discounts on customer loyalty at Alfamidi Galala Hative Kecil. The method used is associative causal with a quantitative approach, using multiple linear regression. The sample of this study amounted to 80 people, which were taken by accident. The data collection method used a questionnaire and documentation. The data analysis method used was a multiple linear regression model. The results showed that Product Promotion did not have a significant effect on Customer Loyalty, with a regression coefficient value of 0.125 and a significance value of 0.209 (p> 0.05), which indicated that the first hypothesis was rejected. On the contrary, Discounts have a positive and significant effect on Customer Loyalty, as evidenced by a regression coefficient value of 0.238 and a significance value of 0.009 (p <0.05), so that the second hypothesis is accepted. Simultaneous testing shows that Product Promotion and Discounts jointly influence Customer Loyalty, as evidenced by the R Square value of 0.170, which means that 17.0% of the variation in Customer Loyalty can be explained by these two variables, while the rest is influenced by other factors not included in this research model.