Anteng, Rara (2024) PENGARUH PROMOSI PENJUALAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA UMKM UNNI TALAS BENENG CV. UNNI AGRI BANTEN. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

Taro beneng is one of the potential local commodities originating from Pandeglang Regency, Banten Province. UMKM Unni Talas Beneng is the largest producer in Banten that manufactures various taro beneng flours and taro beneng starch. The aim of this research is to analyze the influence of Sales Promotion and Service Quality, both partially and simultaneously, on Customer Loyalty in UMKM Unni Talas Beneng, CV. Unni Agri Banten. This study employs a quantitative method with primary and secondary data sources. The population refers to consumers of UMKM Unni Talas Beneng. The sample determination technique uses Nonprobability Sampling with the Accidental Sampling method. The sample size is determined by multiplying the number of indicators by 5, resulting in 75 respondents. Data analysis techniques include multiple linear regression analysis, hypothesis testing using t-test, F-test, and determination coefficient (R2), preceded by validity, reliability, and classical assumption tests. Data processing uses SPSS 23. Based on the research results using correlation analysis, the regression value is obtained as Y = 2.082 + 0.498 (X1) + 0.315 (X2) + e. Multiple linear analysis yields Sales Promotion (X1) 0.498 with a t-value of 4.891 (Sig 0.05) and Service Quality (X2) 0.315 with a t-value of 4.525 (Sig 0.05). The R2 analysis result is 0.678, meaning 67.8% of the Customer Loyalty variable can be explained by Sales Promotion and Service Quality. From this analysis, it can be concluded that there is a positive and significant influence between Sales Promotion and Service Quality on Customer Loyalty in UMKM Unni Talas Beneng.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Sulaeni, Sulaeni 196901312001121001 Thesis advisor Setiawan, Johan 196802122002121002
Additional Information:	Taro beneng merupakan salah satu komoditas lokal potensial yang berasal dari Kabupaten Pandeglang, Provinsi Banten. UMKM Unni Talas Beneng merupakan produsen terbesar di Banten yang memproduksi aneka tepung talas beneng dan tepung talas beneng. Tujuan penelitian ini adalah untuk menganalisis pengaruh Promosi Penjualan dan Kualitas Pelayanan baik secara parsial maupun simultan terhadap Loyalitas Pelanggan pada UMKM Unni Talas Beneng, CV. Unni Agri Banten. Penelitian ini menggunakan metode kuantitatif dengan sumber data primer dan sekunder. Populasi yang dimaksud adalah konsumen UMKM Unni Talas Beneng. Teknik penentuan sampel menggunakan Nonprobability Sampling dengan metode Accidental Sampling. Besar sampel ditentukan dengan mengalikan jumlah indikator dengan 5 sehingga diperoleh 75 responden. Teknik analisis data meliputi analisis regresi linier berganda, pengujian hipotesis menggunakan uji t, uji F, dan koefisien determinasi (R2), didahului dengan uji validitas, reliabilitas, dan uji asumsi klasik. Pengolahan data menggunakan SPSS 23. Berdasarkan hasil penelitian menggunakan analisis korelasi diperoleh nilai regresi Y = 2,082 + 0,498 (X1) + 0,315 (X2) + e. Analisis linier berganda menghasilkan Promosi Penjualan (X1) 0,498 dengan nilai t-nilai 4,891 (Sig 0,05) dan Kualitas Pelayanan (X2) 0,315 dengan nilai t-nilai 4,525 (Sig 0,05). Hasil analisis R2 sebesar 0,678 artinya 67,8% variabel Loyalitas Pelanggan dapat dijelaskan oleh Promosi Penjualan dan Kualitas Pelayanan. Dari analisis tersebut dapat disimpulkan bahwa terdapat pengaruh yang positif dan signifikan antara Promosi Penjualan dan Kualitas Pelayanan terhadap Loyalitas Pelanggan pada UMKM Unni Talas Beneng.
Uncontrolled Keywords:	Customer Loyalty, Sales Promotion, Service Quality
Subjects:	Communication > Science Journalism
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Rara Anteng
Date Deposited:	17 May 2024 10:10
Last Modified:	17 May 2024 10:10
URI:	http://eprints.untirta.ac.id/id/eprint/35283

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