Pengaruh Digital Promotion, Service Quality, Dan Customer Value Terhadap Customer Loyalty Pada Optik Nusa Di Jombang

Tugihariani, Dwiyana (2025) Pengaruh Digital Promotion, Service Quality, Dan Customer Value Terhadap Customer Loyalty Pada Optik Nusa Di Jombang. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Promotion, Service Quality, dan Customer Value terhadap Customer Loyalty pada Optik Nusa di Jombang. Latar belakang penelitian ini didasarkan pada semakin ketatnya persaingan usaha di bidang optik yang menuntut perusahaan untuk tidak hanya berfokus pada penjualan produk , tetapi juga pada strategi promosi, kualitas pelayanan, serta nilai yang dirasakan konsumen guna membangun loyalitas konsumen dalam jangka panjang. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah konsumen Optik Nusa di Jombang, dengan teknik pengambilan sampel menggunakan accidental sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, serta koefisien determinasi (R2) dengan bantuan aplikasi SPSS. Hasil penelitian menunjukkan bahwa Digital Promotion, Service Quality, dan Customer Value secara parsial berpengaruh positif dan signifikan terhadap Customer Loyalty. Digital Promotion merupakan variabel yang memiliki pengaruh paling dominan terhadap Customer Loyalty, diikuti oleh Customer Value dan Service Quality. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap Customer Loyalty dengan nilai koefisien determinasi sebesar 79,5%, yang berarti bahwa Customer Loyalty di Optik Nusa Jombang sebagian besar dipengaruhi oleh Digital Promotion, Service Quality, dan Customer Value. Kata Kunci: Digital Promotion, Service Quality, Customer Value, Customer Loyalty.

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