Pengaruh Sales Promotion, E-Recovery Service Quality dan Security terhadap E-Loyalty

Abstract

Abstract. The research is based on the condition of the telecommunications industry business competition from time to time which is increasingly widespread, so companies must open new strategies in maintaining their business. This study aims to determine how the description of sales promotion, e-recovery service quality, security and e-loyalty on Telkomsel Customers in Bandung City, as well as how much influence sales promotion, e-recovery service quality, and security have on e-loyalty partially and simultaneously. This research is a type of descriptive and verification research using quantitative research methods, the sampling technique used in this study is purposive sampling, the population in this study are Telkomsel customers who live in the city of Bandung with a sample of 150 respondents. The data analysis used in this study is descriptive and verification analysis using multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study indicate that sales promotion partially has a significant effect on e-loyalty, e-recovery service quality partially has a significant effect on e-loyalty, security partially has a significant effect on e-loyalty, and sales promotion, e-recovery service quality and security simultaneously affect e-loyalty. Abstrak. Penelitian didasarkan pada kondisi persaingan bisnis industri telekomunikasi dari waktu ke waktu yang semakin meluas, sehingga perusahaan harus membuka strategi baru dalam mempertahankan bisnisnya. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran sales promotion, e-recovery service quality, security dan e-loyalty pada Pelanggan Telkomsel di Kota Bandung, serta seberapa besar pengaruh sales promotion, e-recovery service quality, dan security terhadap e-loyalty secara parsial dan simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, Teknik sampling yang digunakan dalam penelitian ini yaitu purposive sampling, populasi dalam penelitian ini adalah pelanggan telkomsel yang berdomisili di kota Bandung dengan sampel sebanyak 150 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasil penelitian ini menunjukan bahwa sales promotion secara parsial berpengaruh signifikan terhadap e-loyalty, e-recovery service quality secara parsial berpengaruh signifikan terhadap e-loyalty, security secara parsial berpengaruh signifikan terhadap e-loyalty, Serta sales promotion, e-recovery service quality dan security secara simultan berpengaruh terhadap e-loyalty.