Pengaruh Promosi Penjualan terhadap Loyalitas Pelanggan (Studi Bisnis pada Depot Air Minum Faqih Water Kelurahan Sei Putih Baru Medan)

Abstract

High demand of safe and economical drinking water supply increasing business kind of Depot Air Minum, especially in Medan. It is also increasing the competition level, so each Depot trying to increase the loyalty of theirs customers. Customers loyalty can be affected by many things, one of them by doing sales promotion, sales promotions made by Depot Air Minum Faqih Water is to use promotional tools in the form of coupons. This study aims to determine how much influence from sales promotion with a coupon promotion on customer loyalty at Depot Air Minum Isi Ulang Faqih Water. Population of this study is the consumer of Water Depot Water Refill Faqih, samples taken as much as 96 respondents by using non-probability sampling with purposive sampling approach, which is a sampling technique based on certain considerations, whether the person had made a purchase in Faqih Water is more than two times or more. The results showed that the sales promotion with coupon promotion had significant positive effect on customer loyalty and amount of the effect is equal to 76.7%.