Analysis Of The Influence Of Marketing And Communications Consumer Loyalty Towards Decisions Buy Products At PT. Kingled Indonesia Medan

Agusman Agusman; Silvia Sofyan; Robin Robin

doi:10.31258/ijesh.6.3.273-286

Analysis Of The Influence Of Marketing And Communications Consumer Loyalty Towards Decisions Buy Products At PT. Kingled Indonesia Medan

Agusman Agusman Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi Dan Rekayasa Teknologi, Medan, Indonesia
Silvia Sofyan Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi Dan Rekayasa Teknologi, Medan, Indonesia
Robin Robin Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi Dan Rekayasa Teknologi, Medan, Indonesia

DOI: https://doi.org/10.31258/ijesh.6.3.273-286

Keywords: Marketing Communication, Consumer Loyalty, Purchase Decision

Abstract

This research aims to determine the influence of marketing communications and consumer loyalty towards the decision to buy products at PT Kingled Indonesia. The data collection method uses a questionnaire. The questionnaire has been tested validity and reliability before collecting research data. Data analysis The technique in this research uses classical and multiple linear assumption tests regression analysis. The research results show that marketing communications are partially positive and significant influence on purchasing decisions. This is proven by the t_count value of 4.024 > from t_table it is 1.661 and the significant value is below 0.1, namely 0.000. When Consumer loyalty partially has a positive and significant effect on purchasing decisions. This is proven by t_count of 3.801 > from t_table of 1.661 and a significant value below 0.1, namely 0.000. At the same time, marketing communications and Consumer loyalty has a positive and significant effect on purchasing decisions. This is proven by F_count of 23.930 > F_table 2.36 and is significant the value is below 0.1, namely 0.000. Meanwhile, the amount of influence given is 34.5%. The rest is influenced by other factors outside this research. This research aims to determine the influence of marketing communications and consumer loyalty towards the decision to buy products at PT Kingled Indonesia. The data collection method uses a questionnaire. The questionnaire has been tested

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References

Firmansyah, A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Yogyakarta: Deepublish Publisher.

Firmansyah, A. (2020). Komunikasi Pemasaran. Yogyakarta: Deepublish Publisher.

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Published

2024-10-13

How to Cite

Agusman, A., Sofyan, S., & Robin, R. (2024). Analysis Of The Influence Of Marketing And Communications Consumer Loyalty Towards Decisions Buy Products At PT. Kingled Indonesia Medan. Indonesian Journal of Economics, Social, and Humanities, 6(3), 273-286. https://doi.org/10.31258/ijesh.6.3.273-286

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Issue

Vol 6 No 3 (2024)

Section

Articles

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Author(s) retain the copyright of articles published in this journal, with first publication rights granted to Indonesian Journal of Economics, Social, and Humanities. All journal content is licenced under Creative Commons Attribution 4.0 International License. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.