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Liu Santa Stefenny, Liu Santa
Universitas Bina Nusantara
Social Sciences

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Dampak Loyalitas dari Keputusan Konsumen Disebabkan Pelayanan dan Promosi pada Usaha Gimnastik Aryanto, Rudy; Susanto, Susanto; Stefenny, Liu Santa
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 10, No 2 (2009): The Winners Vol. 10 No. 2 2009
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v10i2.709

Abstract

This research purpose is to analyze the influence service quality and promotion to decision making and its impact on consumer loyalty. Method used in this research is descriptive-associative, using Pearson Correlation Path Analysis. Data gathered by distributiong questionnaire to 110 respondents in Gold’s Gym Thamrin City. From the data analysis, it is found out that the structural model is given as Y= 0,497X2 + 0,868, whereas R2 24,7% , and structural 2 Z = 0,491 X1 + 0,871 whereas R2=24,2. The service quality seems have less influence to consumer’s decision making but have stronger influence to consumer loyalty. Promotion effectively influences consumer’s decision making as much as 24,2%. Thus, service quality and promotion should be leveraged to increase sales and consumer loyalty.
Co-Authors Rudy Aryanto, Rudy Susanto Susanto