Pengaruh Awareness Bonding Dan Identity Bonding Terhadap Kesetiaan Pelanggan Dealer Salim Jaya Motor Pekalongan Lampung Timur

Abstract

From the results of observations made by researchers, it was found that several things were
indicated to cause a lack of customer loyalty, so the researchers conducted a study of this
research to determine the purpose of partially or simultaneously the effect of awareness bonding
and identity bonding on customer loyalty at the Salim Jaya Motor Dealer, Pekalongan Timur,
Lampung. This type of research is quantitative with data collection using a questionnaire as
many as a sample of 96 respondents. The sampling technique used random sampling, while the
analytical tool used was multiple linear regression with partial test decision making (t) and
simultaneous test (f) and the coefficient of determination. The results of the analysis prove that
customer loyalty is a deep lasting customer commitment to re-subscribe or re-purchase the
selected product/service consistently in the future, even though the influence of the situation and
marketing efforts have the potential to cause behavioral changes, to make it happen, customers
need bonding. So with this Awareness Bonding (X1), Identity Bonding (X2), together have an
effect on Loyalty (Y).