The Role of Sales Promotion and Prices on Customer Loyalty of Gojek Service Application Users in Medan

Satria Mirsya Affandy Nasution, Asrizal Efendy Nasution

Abstract


This study aims to analyze the role of sales promotion and price in influencing customer loyalty using the Gojek service application in Medan. The data used are primary data collected through questionnaires. This study's population was all Muhammadiyah University of North Sumatra students. The sampling method uses non-probability sampling with a purposive sampling technique, namely, taking samples based on specific criteria. The samples were taken based on the criteria of respondents who have the Gojek application on their smartphone and have used the Gojek service application at least three times. The samples collected in this study was 100 people. This research method is descriptive and associative. Data processing uses path analysis (path coefficients) with the Smart-PLS analysis tool. The results showed that the sales promotion factor and price positively and significantly influenced customer loyalty using the Gojek service application in Medan. The R-square result is 0.660, meaning that variations in sales promotion and price variables determine 66% of customer loyalty. At the same time, the rest is influenced by other variables not examined in this study.

Keywords


Sales Promotion, Price, Customer Loyalty

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.310

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