Pengaruh Discount Promo dan Customer Experience terhadap Customer Loyalty (Studi pada Mahasiswa Kota Medan Pengguna Grab)

Abstract

The development of technology has transformed the manner in which humans interact and conduct transactions, particularly in the context of online transportation services in Indonesia, especially in a larger city. While Grab has a commendable rating in terms of user experience, it is still less popular than Gojek. Consequently, this study endeavours to examine the impact of discount promotions and customer experience on customer loyalty. This research is concentrated on student Grab users in Medan City. The purpose of this study is to ascertain the impact of discount promotions and customer experience on customer loyalty. The impact of discount promotions and customer experience on customer loyalty for Grab users in Medan City will be analyzed in a simultaneous and partial manner. The research methodology of this study is quantitative, with an associative approach. The study population consisted of Grab user students in Medan City, with a sample size of 96 respondents. The sampling technique employed was purposive sampling. The primary data were obtained through direct questionnaire distribution, while the secondary data were obtained through literature studies. The analysis methods employed include validity testing, reliability testing, classical assumption testing, multiple linear regression, partial testing, simultaneous testing, and determination testing. These methods are processed through the SPSS version 26 software. The results of this study showed that discount promotions have a significant positive effect on customer loyalty. The t-count value is 1.995, which is greater than 1.985, with a significance value of 0.049, which is less than 0.05. Additionally, the regression coefficient value is 0.176, which is positive. The results indicate that customer experience has a significant positive effect on customer loyalty. The t-count value is 8.021, which is below the 1.985 threshold, with a sig value of 0.000, which is below the 0.05 significance level. Furthermore, the regression coefficient value is 0.735, which is positive. In simultaneous testing, the discount promotion and customer experience variables exert a simultaneous effect, with an influence level of 76.2%. The remaining 23.8% is influenced by factors outside the scope of this study.