Pengaruh Potongan Harga, Voucher Kupon dan Garansi Produk terhadap Loyalitas Pelanggan (Studi pada Pelanggan Toko Quds Textille Kota Malang)

Abstract

This study aims to determine the effect of price discounts on customer loyalty, the influence of coupon vouchers on customer loyalty, the effect of product warranties on customer loyalty, and the simultaneous effect of price discounts, coupon vouchers and product warranties on customer loyalty of Quds Textille Stores in Malang. The results of this study indicate that (1) Variable price discounts affect customer loyalty. This is evidenced by the beta coefficient value of the discounted price of 0.200 with a significance level of 0.002. This significant level is less than 0.05. (2) The coupon variable has no effect on customer loyalty. This is evidenced by the beta coefficient value of the coupon variable of 0.011 with a significance level of 0.954. This significant level is greater than 0.05. (3) The product warranty variable does not affect customer loyalty. This is evidenced by the value of the product warranty beta coefficient of -0.237 with a significance level of 0.377. This significant level is greater than 0.05. Variable price discounts, coupons, and product warranties simultaneously affect customer loyalty. This is evidenced by the significant level of 0.004. This significant level is less than 0.05.