Pengaruh strategi diferensiasi terhadap loyalitas konsumen pada UD Putra TS Kabupaten Majalengka
DOI:
https://doi.org/10.32670/ht.v2i3.1477Keywords:
differentiation strategy and consumer loyaltyAbstract
UD Putra TS is a fashion business in Majalengka Regency that seeks to increase
consumer loyalty for the company's long-term survival. UD Putra TS has made
efforts always to increase consumer loyalty, including the differentiation
strategy that UD Putra TS continuously develops to bind consumers. The
problem of this research is to find out whether there is an effect of differentiation
strategy on consumer loyalty. The population of this study was all consumers of
UD Putra TS with a sampling technique using random sampling using the slovin
formula to produce 96 people. The nature of this research is descriptive and
verification. The data analysis method used is regression analysis, correlation,
determination, and t-test. Based on the investigation results, there is an
influence between differentiation strategy on consumer loyalty. This is
evidenced by hypothesis testing using t-test so that tcount is greater than ttable
(9.8724 > 1.66123). The correlation value between differentiation strategy and
consumer loyalty at UD Putra TS Majalengka Regency based on the research
data obtained is 0.7103. Then the relationship between the differentiation
strategy variable and consumer loyalty at UD Putra TS Majalengka Regency is
included in the category of a strong relationship. The contribution of
differentiation strategy to consumer loyalty is 50.46%, or it can be said that the
variance that occurs in the consumer loyalty variable (Y) 50.46% is determined
by the variance that occurs in the differentiation strategy variable (X). The rest,
amounting to 49.54%, is determined by factors outside this study. The
regression equation is: Y = 1.11 + 0.41 X. This means that b is positive, namely
1.11, meaning that there is a positive effect of X on Y. The regression coefficient
of 0.41 states that every increase (because b is marked +) is a 1 unit
differentiation strategy that will increase consumer loyalty by 0.41 units.
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