DETERMINAN LOYALITAS PELANGGAN, STUDI EMPIRIS PADA MIKIE HOLIDAY & RESORT BERASTAGI

Abstract

The purpose of this study was to analyze the influence of image, price, and trust on customer loyalty either partially or simultaneously. This research is a quantitative description with an opinion gathering instrument with a questionnaire. The sample in this study were 22 people. Technique of analysis uses multiple linear regression. Primary data were processed with SPSS. Research resulted multiple linear regression equation, namely Y = 8,094 + 0,212X1 + 0,706X2 + 0,466X3. Hypothesis test resulted: Image partially affects customer loyalty, price partially affects customer loyalty and trust partially affects customer loyalty. Furthermore. There is a significant influence simultaneously on image, price and trust on customer loyalty. Adjusted RSquare is 0.746, meaning that the research variable has a significant contribution in explaining customer loyalty, which is 74.60%, while the remaining 25.40% is explained by other factors