CUSTOMER VALUE ANALYSIS AND EMOTIONAL CLOSE TO CONSUMER LOYALTY
Analisis Nilai Pelanggan dan Kedekatan Emosional Terhadap Loyalitas Konsumen
DOI:
https://doi.org/10.47323/ujss.v2i2.142Keywords:
analysis, customer value, emotional closeness, consumer loyaltyAbstract
The purpose of this study was to determine and analyze the effect of customer value on consumer loyalty and the effect of emotional closeness on consumer loyalty. The type of research used in this research is quantitative with a descriptive approach. The research location is the coffee shop "Hallo Kopi" which is located at Jl Raya Namlea- Buru Regency. The type of data used in this study is quantitative in the form of primary data obtained directly from customers at the "Hallo Kopi" coffee shop, namely in the form of questionnaires that will be distributed to respondents. In the analysis method used reliability validity test, classical assumption test, hypothesis test , F test (feasibility test), t test (partial regression coefficient test). The results showed that Customer Value (X1) and Emotional Closeness (X2) on Consumer Loyalty (Y) case study on Hallo Kopi in Namlea City as follows: Customer Value has a positive and significant effect on Consumer Loyalty, Emotional Closeness has a positive and significant effect on Loyalty Consumers, Customer Value and Emotional Closeness have a positive and significant effect on Consumer Loyalty, the R square value obtained is 0.447. This means that the ability of the independent variable in influencing the dependent variable is 44.7%. It means that there are 55.3% (100% - 44.7%) dependent variable variance which is influenced by other factors.
Keywords: analysis, customer value, emotional closeness, consumer loyalty
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