PENGARUH STRATEGI MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN AYODYA WEDDING AND DECO DI KABUPATEN NGANJUK

Anjarwati, Devi (2025) PENGARUH STRATEGI MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN AYODYA WEDDING AND DECO DI KABUPATEN NGANJUK. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi marketing dan kualitas pelayanan, loyalitas pelanggan pada Ayodya Wedding and Deco di Kabupaten Nganjuk. Metode yang digunakan adalah kuantitatif deskriptif dengan teknik pengumpulan data melalui kuesioner kepada 50 responden. Analisis data menggunakan regresi linier berganda dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa strategi marketing dan kualitas pelayanan berpengaruh signifikan secara parsial dan simultan terhadap loyalitas pelanggan. Kebaruan penelitian ini terletak pada fokus integratif antara promosi digital, penyesuaian harga, dan personalisasi layanan dalam konteks bisnis jasa pernikahan lokal. Temuan ini memberikan kontribusi terhadap pengembangan strategi pemasaran jasa berbasis digital dan hubungan pelanggan dalam industri kreatif lokal.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Strategi Marketing, Kualitas Pelayanan, Loyalitas Pelanggan.
Subjects: 550 Economics > 560 Economics
550 Economics > 571 Management
550 Economics > 574 Marketing
Divisions: Fakultas Ekonomi dan Bisnis > S1-Manajemen
Depositing User: Devi Anjarwati
Last Modified: 07 Aug 2025 12:19
URI: http://repository.unpkediri.ac.id/id/eprint/20788

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