ANALISIS PENGARUH INFLUENCER MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA JUS KODE KOTA SERANG

Putri, Mutiara Pramuditha (2025) ANALISIS PENGARUH INFLUENCER MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA JUS KODE KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The food and beverage (F&B) industry contributes to the Indonesian economy, including Jus Kode in Serang City, which capitalizes on the healthy lifestyle trend. The business adopts influencer marketing as their marketing strategy. Nevertheless, service quality is a crucial factor in building customer loyalty. This study aims to examine the effect of a combination of influencer marketing strategies and service quality on customer loyalty at Jus Kode Kota Serang. The method used in this research is quantitative descriptive analysis with a research sample of 99 respondents. The determination used a non probability sampling technique with an accidental sampling method. This research analysis uses multiple linear regression analysis with the help of IBM SPSS Statistics 21 software. The results of this study are that influencer marketing has a significant effect on consumer loyalty. It is also known that service quality has a significant effect on consumer loyalty. In addition, influencer marketing and service quality have a simultaneous and significant effect on consumer loyalty at Jus Kode Serang City.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Suherna, Suherna	196908192002121001
Thesis advisor	Pancawati, Juwarin	197502142003122001

Additional Information:

Industri makanan dan minuman (F&B) berkontribusi pada perekonomian Indonesia, termasuk Jus Kode di Kota Serang yang memanfaatkan tren gaya hidup sehat. Bisnis ini mengadopsi influencer marketing sebagai strategi pemasaran mereka. Namun demikian, kualitas layanan merupakan faktor penting untuk membangun loyalitas pelanggan. Penelitian ini bertujuan untuk menguji pengaruh kombinasi strategi influencer marketing dan kualitas pelayanan terhadap loyalitas pelanggan Jus Kode Kota Serang. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif kuantitatif dengan sampel penelitian sebanyak 99 responden. Penentuannya menggunakan teknik non-probability sampling dengan metode accidental sampling. Analisis penelitian ini menggunakan analisis regresi linier berganda dengan bantuan software IBM SPSS Statistics 21. Hasil dari penelitian ini adalah influencer marketing berpengaruh signifikan terhadap loyalitas konsumen. Diketahui juga bahwa kualitas pelayanan berpengaruh signifikan terhadap loyalitas konsumen. Selain itu, Influencer marketing dan kualitas pelayanan berpengaruh secara simultan dan signifikan terhadap loyalitas konsumen di Jus Kode Kota Serang.

Uncontrolled Keywords:

influencer marketing, service quality, customer loyalty

Subjects:

A General Works > AS Academies and learned societies (General)
A General Works > AS Academies and learned societies (General)
S Agriculture > S Agriculture (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Mutiara Pramuditha Putri

Date Deposited:

19 Aug 2025 03:03

Last Modified:

19 Aug 2025 03:03

URI:

http://eprints.untirta.ac.id/id/eprint/52116

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