CD Skripsi

Pengaruh Personal Selling Sales Promotion Girl(Spg) Dan Brand Image Terhadap Loyalitas Pelanggan Di Store Charles & Keith Kota Pekanbaru

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The competition in today's industrial world is undoubtedly intense and constantly undergoes changes and improvisations, with the fashion industry being one of them. Therefore, one of the strategies that can be implemented includes having a good brand image and conducting effective Personal selling so that consumers can correctly understand the products they will choose. By doing so, customers will maintain their loyalty. The theory used in this research is the S-R theory, which posits that every behavior is essentially a response or reaction to stimuli that can occur, leading to a change in behavior or attitude. This study aims to determine the Influence of Personal selling, Sales Promotion Girl (SPG), and Brand Image on Customer Loyalty at the Charles & Keith store in Pekanbaru City.
The research method employed is quantitative research with an explanatory approach, and the main instrument for data collection is a questionnaire. The population in this study comprises the customers of Charles & Keith in Pekanbaru. To determine the sample size, the Slovin formula is used, resulting in a sample of 100 respondents. Non-probability sampling technique, specifically incidental sampling, is utilized. The data collected are processed and analyzed using IBM SPSS Version 26.
Based on the results of this research, partially, it shows that the Personal selling variable (X1) has a positive and significant effect on customer loyalty (Y) with a percentage of 21%, therefore H1 can be accepted. Then, on the brand image variable (X2), it partially has a positive and significant effect on customer loyalty (Y) with a percentage of 23%, therefore H2 can be accepted. Simultaneously, the results of this study indicate that the advertising variable (X1) and sales promotion (X2) have a positive and significant effect on purchase decisions (Y) with a percentage of 32%, therefore H3 can be accepted.
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901112198

Penerbit

Pekanbaru : Universitas Riau FISIP Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901112198

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Melda

Versi lain/terkait

Lampiran Berkas

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