PENGARUH CUSTOMER EXPERIENCE, CUSTOMER VALUE, DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN PENGGUNA INDIHOME DI MATARAM
THE INFLUENCE OF CUSTOMER EXPERIENCE, CUSTOMER VALUE, AND BRAND TRUST ON CUSTOMER LOYALTY OF INDIHOME USERS IN MATARAM
Abstract
This research aims to determine the effect customer experience, customer value, brand trust on customer loyalty of Indihome users in Mataram. The population in this study were Indihome users in Mataram using 100 respondents. The research method used in this research is a quantitative approach. This research is of the causal associative type, using classical assumption tests and multiple linear regression. The results of this study show that variables customer experience does not have a significant effect on the loyalty of Indihome users in Mataram with a significance of 0.777 > 0.05 and t count of 0.284 < t table 1.984. Customer value has a positive and significant effect on customer loyalty of Indihome users in Mataram with a significance value of 0.000 < 0.05 and t count of 6.331 > t table 1.984. And Brand trust has a positive and significant effect on customer loyalty of Indihome users in Mataram with a significance value of 0.000 < 0.05 and t count of 4.281 > t table 1.984.
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