Pengaruh Digital Marketing dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada Khalifa Muslim Wear

Abstrak

Customer loyalty is a consistent repurchase of a brand by consumers. Customer loyalty itself is very important for a trading or service company. Because if a customer is loyal to a company, the customer will repurchase the product and result in increased company finances. There are various ways that can be done to foster a sense of Customer Loyalty to a company. One of them is by using Digital Marketing. Digital Marketing is marketing using the application of digital technology. In addition to using Digital Marketing, what must be considered to increase customer loyalty is the product quality of the product itself. Product quality is the ability of a product to carry out its functions and performance that can meet customer needs and desires.

This research uses quantitative research methods. The population in this study is the customer of Khalifa Muslim Wear whose number is unknown, the sampling in this study was carried out using the Wibisono formula and the number of samples used in this study was 100 respondents. The data analysis technique used is descriptive analysis, statistical analysis in the form of validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing in the form of t test (partial), f test (simultaneous), and coefficient of determination test (R²), where all the testing processes use a tool in the form of SPSS version 23.

The results of this study partially show that there is no positive and significant effect between Digital Marketing on Customer Loyalty by -5.60% and there is a positive and significant influence between Product Quality and Customer Loyalty of 54.70%. Simultaneously there is a positive and significant influence between the Digital Marketing and Product Quality variables on Customer Loyalty by 49.1%.