PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS PELANGGAN

Abstrak

This research aims to determine the influence of product, promotion, place and price on customer loyalty at PT. Perkebunan Nusantara XIV, Makassar City. The research was conducted in August 2023. This research used a quantitative approach. The population in this study was 120 consumers with a sampling technique using the Slovin formula and the sample in this study was 92 people. Data analysis techniques use instrument testing, classical assumption testing, multiple linear regression analysis hypothesis testing, partial testing, simultaneous testing and coefficient of determination testing. The research results in the t test (0.000 < 0.05) show that product, promotion, place and price have a simultaneous effect on customer loyalty by getting an Fcount value greater than ftable (66.195 > 2.48)