Pengaruh Keunggulan Bersaing Terhadap Loyalitas Pelanggan

Authors

  • Bendyi Afrianto STIE STMY Majalengka
  • Ahmad Kamaludin STIE STMY Majalengka

DOI:

https://doi.org/10.56916/jimab.v2i1.346

Keywords:

Competitive Advantage, Customer Loyalty

Abstract

This study aims to determine the effect of competitive advantage on consumer loyalty. The research method used is descriptive and verification methods. The sample in this study were customers of Liang Julang "Raja Enak" Crackers, Kadipaten District, Majalengka Regency, with as many as 96 respondents. Data was collected using a questionnaire distributed to respondents. Based on research data, shows that competitive advantage has a significant effect on customer loyalty. The calculation of the regression obtained a constant value of 4.06 and a regression coefficient of 0.38. The constant value of 4.06 indicates that if there is no increase in the value of the competitive advantage variable, the price for customer loyalty is 4.06. The regression coefficient is 0.38 which shows that for each addition of one score, the value of competitive advantage will increase the score by 0.38 times. The calculation of the coefficient of determination also shows the contribution of competitive advantage to the ups and downs of customer loyalty by 59.96%. The conclusion of this study is that competitive advantage has an effect on customer loyalty in Liang Julang's " Raja Enak" crackers, Kadipaten District, Majalengka Regency.

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Published

2023-03-28

How to Cite

Afrianto, B., & Kamaludin, A. . (2023). Pengaruh Keunggulan Bersaing Terhadap Loyalitas Pelanggan. Journal of Innovation in Management, Accounting and Business, 2(1), 8–16. https://doi.org/10.56916/jimab.v2i1.346

Issue

Vol. 2 No. 1 (2023)

Section

Articles

License

Copyright (c) 2023 Bendyi Afrianto, Ahmad Kamaludin

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