PENGARUH CUSTOMER EXPERIENCE DAN TRUST TERHADAP LOYALITAS PELANGGAN KFC DI KOTA BENGKULU

Abstract

This study aims to determine the effect of the customers’ experiences and Trust on KFC customer loyalty in the city of Bengkulu. This research is a quantitative study with a sample of 100 respondents, and used accidental sampling techniques. The data was collected through observation and questionnaires. The data was analyzed through descriptive analysis, the classic assumption test, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination (R²), and hypothesis testing. The results of this study showed that from the multiple linear regression test using SPSS it was obtained Y = 2,244 + 0,292X1 + 0,675 X2. The results of hypothesis testing showed that Customer Experience (X1) has a positive effect on KFC customer loyalty in Bengkulu City, with the T-test results of significance value 0.000 <0.05, Trust (X2) has a positive effect on KFC customer loyalty in Bengkulu City, with T-test results of significance value 0,000 <0.05. The testing of the T-test hypothesis and the F-test showed that customers’ experience and Trust significantly affect customers’ loyalty with a significance level <0.05. This means that Ho was rejected and Ha was accepted. In other words, customers’ experiences and Trust have a significant effect both partially and simultaneously on KFC customers’ loyalty. This is proven by the f test that showed a significance value of 0.000 <0.05.

 

Keywords: Customers’ Experiences and Trust, and Customers’ Loyalty