Pengaruh Functional Benefit dan Symbolic Benefit Terhadap Loyalitas Konsumen Pada Jasa Pangkas 88 Jalan Gagak Hitam Ringroad Medan.

Abstract

Running a business is not enough if it based on money only. However, knowledge and experience is very helpful in achieving the success of the business. Getting a good brand image is one of the factor to increase consumer loyalty. Measured through functional benefit and symbolic benefit that perceived the consumer will make Pangkas 88 Jalan Gagak Hitam Ringroad Medan has a comprehensive brand image in society that affect customer loyalty fot the service or performance provided. The purpose of this study was to analyze the influence of functional benefit on consumer loyalty, to analyze the influence of symbolic benefit on consumer loyalty, to analyze the influence of functional benefit and symbolic benefit simultaneously on the consumer loyalty of Pangkas 88 Jalan Gagak Hitam Ringroad Medan. Forms of research is associative research with quantitative approach. The data obtained by distributing questionnaires to 100 respondents in the sample. The scale of measurement used is a Likert scale. The data obtained were processed with descriptive analysis, quantitative analysis method consisting of validity, reliability, multiple linear regression analysis, the normality test, the coefficient of determination (R2) and hypothesis testing. The results of this study prove that the functional benefit has positive and significant effect on the consumer loyalty with t-test analysis that shows tcount > ttable with a value 11.479 > 1.984 with sig 0.000 < 0.05. Symbolic benefit has positive and significant effect on the consumer loyalty with a value 8.550 > 1.984 with sig 0.000 < 0.05. And the value of R Square that is equal to 0.780. This means that 78% of consumer loyalty at Pangkas 88 Jalan Gagak Hitam Ringroad Medan can be affected by variables of functional benefit and symbolic benefit.