Hubungan Harga dan Promosi Dengan Loyalitas Pelanggan Pada PT. Erlangga Bengkulu

Authors

  • Sri Handayani Universitas Dehasen Bengkulu
  • Andriyani Prawitasari Unived

Abstract

The purpose of this study was to determine the relationship between prices with customer loyalty at PT. Erlangga Bengkulu and to find out the relationship between promotion with customer loyalty at PT. Erlangga Bengkulu. The analysis method used is Spearman Rank Correlation and Testing Hypothesis. The results of the Spearman Rank Correlation coefficient calculation between price and customer loyalty is known as rho value count = 0.591 (X1) means that the relationship between the price with customer loyalty at PT. Erlangga Bengkulu is medium because the correlation value is at the interval coefficient of 0.400 - 0.599. Spearman Rank Correlation coefficient calculation results between promotion with customer loyalty are known as rho value calculated 0.644 (X2) is in the interval coefficient 0.600 - 0.799 means the relationship between the promotion variable with customer loyalty at PT. Erlangga Bengkulu is strong. To test hypotheses regarding the relationships between the price with customer loyalty at PT. Erlangga Bengkulu: the rho value calculated () was 0.591 while the rho table was 0.409 or 0.591> 0.409 so Ho was rejected and Ha was accepted, meaning that there is a significant relationship between promotion and customer loyalty at PT. Erlangga Bengkulu. The relationship between the promotion with customer loyalty at PT. Erlangga Bengkulu: rho value calculated amounted to 0.644 while rho table was 0.409 or 0.644 > 0.409 so Ho was rejected and Ha was accepted, meaning that there is a significant relationship between promotion and customer loyalty at PT. Erlangga Bengkulu.
Keywords: Price, Promotion, Customer Loyalty

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Published

2023-06-12

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