THE INFLUENCE OF LOCATION, PRICE, AND PROMOTION TO CUSTOMER LOYALTY (CASE STUDY OF PHOTOCOPY BUISNESS IN RONGGOLAWE SHOP SEMARANG)

Abstract

The study aims to determine whether or not the business feasible. One of the business alternatives that we feel to meet the business feasibility standards are photocopies, bindery, printing, laminating, and stationery sales. Data collected by questionnaire method to 100 respondents of photocopy customer in Ronggolawe shop Semarang by using purposive sampling method. Then analyzed the data obtained in the form of quantitative analysis and qualitative analysis. Quantitative analysis includes validity and reliability test, classic assumption test, hypothesis test through F test and t test and test of determination coefficient analysis (R2). The data analysis technique used is multiple linear regression analysis. Qualitative analysis is an interpretation of the data obtained in the research and the results of data processing that has been implemented by giving explanations and explanations.
Keywords: location, price, promotion, customer loyalty