PENGARUH RELATIONSHIP MARKETING, PROMOSI PENJUALAN DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN SEPEDA MOTOR HONDA DI CILACAP (Studi Kasus pada Mahasiswa STIE Muhammadiyah Cilacap)
Irma Inayah
Sudiyono, SE, M.Si
Rustina Dewi, SE, M.Si
10-9-2019

Abstract

Irna Inayah, Management Study Program -Undergraduate Program, STIE Muhammadiyah Cilacap, the influence of Relationship Marketing, Sales Promotion, and Brand Image towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap. Accompanied by Supervisor I H. Sudiyono, SE, M.Si dan advisor II Rustina Dewi, SE, M.Si. This study aims to test Relationship Marketing (X1), Sales Promotion (X2) and Brand Image (X3) towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap. The populations in this study is 90 students STIE Muhammadiyah Cilacap year 2016, 2017, 2018 and took sample of 74 respondent. The sampling technique used purposive sampling. Data collection technique used questionnare. Analysis prerequisite test included normality test, multicolinearity test and heteroscedasticity test. The data analysis technique used multiple linear regression analysis. The result of this study showed that : (1) no influence positif and significant no influence of Relationship Marketing towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap with t value (1,274) greater than t table (1,994) and significant value greater than 0,05 is 0,207. (2) there was positif and significant influence of Sales Promotion towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap with t value (2,667) greater than t table (1,994) and significant value less than 0,05 is 0,009. (3) there was positif and significant influence of Brand Image towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap with t value (3,359) greater than t table (1,994) and significant value less than 0,05 is 0,001. (4) There was a positive and significant influence of Relationship Marketing, Sales Promotion and Brand Image towards the students interest of Consumer Loyalty in STIE Muhammadiyah Cilacap with F value (23,870) greater than F table (2,73) and significant value less than 0,05 is 0,000. Keywords : Relationship Marketing, Sales Promotion, Brand Image and Consumer Loyalty.



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