PENGARUH KEPUASAN DAN LOYALITAS PELANGGAN ERHADAP KEPUTUSAN PEMBELIAN ULANG SMARTPHONE ANDROID PADA MAHASISWA FAKULTAS KONOMI UISU (STAMBUK 2017-2018)

Nona Chania, Nilawati Nasti, Ismail Nasution

Sari


The results obtained from this study indicate that simultaneously customer satisfaction and loyalty have a significant and significant effect on repurchase decisions. Partially, the satisfaction variable has a positive and significant effect on repurchase decisions, the loyalty variable has a positive and significant effect on repurchase decisions. Based on the results of the analysis of the coefficient of determination, the value of Adjusted R Square is 0.438, meaning that 43.8% of the re-purchase decision variable can be trusted by the customer satisfaction and loyalty variables. While the remaining 56.2% is obtained by other variables not examined in this study.

 

Keywords: Satisfaction, Loyalty and Repurchase Decision

 


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Referensi


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