CD Skripsi

Pengaruh Komunikasi Marketing Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Pada Cafe Tong Susu Pekanbaru

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This research was conducted at Café Tong Susu Pekanbaru which is
located on Jalan Jend. Sudirman No.79, North Tangkerang, Kec. Bukit Raya,
Pekanbaru City, Riau. This study aims to determine the effect of marketing
communication and service quality on consumer loyalty partially and
simultaneously. This research uses quantitative descriptive analysis method with
SPSS program. The population in this study were all consumers who purchased
menus or products from Cafe Tong Susu Pekanbaru in 2019 as many as 54,000
and the sample from this study was 100 respondents from consumers of Cafe
Tong Susu Pekanbaru. Determination of the sample in this study using the Slovin
formula, namely by non-probability sampling technique with accidental sampling
technique.
Data analysis used validity test, reliability test, simple linear analysis,
multiple linear analysis, determination analysis and significance test with t test
(partial test) F test (simultaneous test). The results of this study indicate the results
of the t-test hypothesis of marketing communication on consumer loyalty, namely
the t count of 3,644 > t table 1.660 and the significance means that marketing
communication is significant to consumer loyalty. Second, the quality of service
on consumer loyalty, namely t count 3,142 > t table 1.660 means that service
quality is significant to consumer loyalty. F test results of marketing
communication and service quality on consumer loyalty, namely F count = 57,445
> F table = 3.09
Keywords: Marketing Communication, Service Quality, Consumer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0071)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

x, 111 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0071)

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 Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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