| dc.description.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. | en_US |
