PENGARUH CUSTOMER INTIMACY DAN AKSESIBILITAS TERHADAP LOYALITAS KONSUMEN DI GERAI PRO YOU

Abstract

This research aims to observe and analyze the effects of Customer Intimacy (X1) and accessibility (X2) on the Customers’ Loyalty (Y) in Pro You Outlet, and to do an analysis on which variable dominantly affect the Customers’ Loyalty in Pro You Outlet. This is a Field Research with the quantitative approach. The data sources were obtained by distributing the questionnaires to the respondents. This research was conducted from 25 June to 5 July 2018. The population in this research was the customers purchasing the products in Pro You Outlet more twice than the sample of 60 respondents. The sampling technique used the Purposive Sampling. The data analysis used was the descriptive analysis and doubled regression analysis. The results of doubled linear regression analysis showed that variable Customer Intimacy (X1) had a significant effect on Consumer Loyalty (Y), and variable Accessibility (X2) had no significant effect on customer loyalty (Y). From the result of t-test, variable Customer Intimacy had more dominant effect on the Customer Loyalty as it had the significant value of < sig α (0,05). Meanwhile, variable accessibility had the significance value of ≥ sig α (0,05) meaning that variable accessibility had an insignificant effect on consumer loyalty.