PENGARUH BRAND FAMILIARITY, KEPUASAN KONSUMEN DAN KEMUDAHAN TERHADAP LOYALITAS KONSUMEN PADA METRO ELEKTRONIK KOTA SUNGAI PENUH

JOFANDRI, RIKO (2024) PENGARUH BRAND FAMILIARITY, KEPUASAN KONSUMEN DAN KEMUDAHAN TERHADAP LOYALITAS KONSUMEN PADA METRO ELEKTRONIK KOTA SUNGAI PENUH. Diploma thesis, STIE SAKTI ALAM KERINCI.

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Abstract

THE INFLUENCE OF BRAND FAMILIARITY, CONSUMER SATISFACTION AND CONVENIENCE ON CONSUMER LOYALTY IN FULL RIVER CITY ELECTRONIC METRO RIKO JOFANDRI (Email) Main Advisor Dr. Gampo Haryono, S.E., M.M. (Email) Management Study Program, Sakti Alam Kerinci College of Economics ABSTRACT This study aims to analyze the influence of Brand Familiarity, Consumer Satisfaction, and Convenience on Consumer Loyalty at Metro Elektronik, Sungai Penuh City. The independent variables in this study are Brand Familiarity (X1), Consumer Satisfaction (X2), and Convenience (X3), while the dependent variable is Consumer Loyalty (Y). The research method used is a quantitative method with data collection techniques through questionnaires to 80 respondents who are consumers of Metro Elektronik Kota Sungai Penuh. Data analysis was carried out by testing validity, reliability, multiple linear regression, t-test, and F-test. The results of the study indicate that partially Brand Familiarity, Consumer Satisfaction, and Convenience have a significant effect on Consumer Loyalty. Simultaneously, the three variables also have a significant effect on Consumer Loyalty at Metro Elektronik Kota Sungai Penuh. This study provides implications that increasing brand recognition, service satisfaction, and ease of product access can increase consumer loyalty sustainably. Keywords: Brand Familiarity, Consumer Satisfaction, Convenience, Consumer Loyalty

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