PENGARUH MEREK DAN DISTRIBUSI TERHADAP LOYALITAS PELANGGAN PADA PT. CENTRAL BEARINDO INTERNATIONAL MEDAN

Abstract

This study aims to determine how much influence of Brand and Distribution of Customer Loyalty at PT. Central Bearindo
International Medan. The research methodology used is quantitative descriptive method, the unit of analysis in this research
is PT. Central Bearindo International and its observation units are customers at PT. Central Bearindo International.
Population in this research is customer at PT. Central Bearindo International totaling 55 customers. The technique of
determining the number of samples used in this study is a sampling technique saturated and totaling as many as 55
customers. The research method used is the technique of data collection through library research and field research
conducted systematically based on research objectives. The method of analysis used to solve the problem and prove the
hypothesis is by descriptive analysis, regression analysis. This analysis includes: validity and realiability, classic assumption
test, multiple regression analysis, hypothesis testing through t and F test, and test of coefficient of determination (R2).
From the analysis obtained regression analysis Customer Loyalty = 2,536 + 1,143 Brand - 0,026 Distribution + e The result
of determination coefficient test (R2) shows that 90,4% Customer Loyalty variable influenced by Brand and Distribution
variables, while the rest equal to 9,6% other factors or variables outside of models such as advertising, price, and others not
addressed in this study. F test results show that Fcount> Ftable is 245,609> 3.18 which means independent variables (Brand
and Distribution) simultaneously affect the dependent variable (Customer Loyalty). While t test indicate that Brand variable
have positive and significant influence to Customer Loyalty at PT. Central Bearindo International where tcount 19,458> ttable
1.674 and Distribution variable has no effect and not significant to Customer Loyalty at PT. Central Bearindo International
where tcount -0,367 < ttable 1.674.