PENGARUH KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP LOYALITAS NASABAH DI PT PESONA PUTRA PERKASA

Abstract

The purpose of this research is to determine the influence of service quality and digital marketing, both partially and simultaneously. The research method used is quantitative with a descriptive approach. The sampling technique used is incidental sampling, with a population of 12,563 and a sample of 99 respondents. Data analysis techniques include instrument testing, classical assumption tests, linear regression analysis, correlation coefficient analysis, coefficient of determination, and hypothesis testing. The hypothesis test results for service quality show that the t-count value is 5.935 > t-table 1.984 and is supported by a significance value of ρ < 0.05 (0.000 < 0.05). Similarly, for digital marketing, the t-count is also 6.842> t-table 1.984 with a significance value of ρ < 0.05 (0.000 < 0.05). The results show that both service quality and digital marketing have a positive but not significant partial effect on customer loyalty at PT Pesona Putra Perkasa, as indicated by the multiple linear regression equation: Y = 10.219 + 0.281X1 + 0.676X2. The simultaneous hypothesis test shows that the F-count value (70.594 > F-table 3.10) with a significance value of 0.000 < 0.05, indicating a strong relationship. The correlation coefficient lies in the 0.400–0.599 range, suggesting a strong correlation between service quality and digital marketing toward customer loyalty. The coefficient of determination is 0.266, which means 26.6% of the variation in customer loyalty is explained by the two independent variables, while the remaining 73.4% is influenced by other factors. Therefore, H03 is rejected and Ha3 is accepted, indicating that service quality (X1) and digital marketing (X2) simultaneously have an influence, though not significant, on customer loyalty (Y).