Pengaruh Harga, Lokasi, dan E-WOM terhadap Loyalitas Konsumen pada USB GYM Fitness

Firmansyah, Edward (2023) Pengaruh Harga, Lokasi, dan E-WOM terhadap Loyalitas Konsumen pada USB GYM Fitness. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The study aims to find out the impact of price, location, and E-WOM on consumer loyalty
on USB GYM Fitness. The population on this study is a consumer on USB GYM Fitness. This
research uses quantitative descriptive methods. Data obtained from questionnaires and
sampling of 79 respondents. Data analysis using validity tests, reliability tests, classical
assumption tests and double regression analysis calculated using the Statistical Product and
Service Solutions 20 (SPSS 20) program.
The result of the determination coefficient test is shown from the R Square figure. A
double linear correlation or R Square of 0.573 means that a determination factor of 57.3% of
USB GYM Fitness consumer loyalty is influenced by price, location, and E-WOM while the
remaining 42.7% is affected by other factors not included in the research model. In general, it
can be concluded that the price variable has a negative and significant influence on consumer
loyalty on USB GYM Fitness, the location variable positively and significantly affects
consumers' loyalty to USB GYM Fitness, and the E-WOM variable is a positive and
significant effect on consumers’ loyalty at USB Gym Fitness.
Keywords : Price, Location, and E-WOM

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