PENGARUH CITRA PERSONALITY DAN CITRA REPUTATION TERHADAP LOYALITAS PELANGGAN (STUDI PADA RUMAH MAKAN PADANG DUA KOTA KUPANG)

Abstract

The objektives of this study are (1) To determine the perception of personality Image, Reputation Image and Customer Loyalty at Padang Dua Restaurant, Kupang City; (2) To find out and explain the effect of personality image on customer loyalty at Padang Dua Restaurant, Kupang City; (3) To find out explain the influence of reputation image on customer loyalty at Padang Dua Restaurant, Kupang City; dan (4) To find out and explain the influence of personality image and reputation image simultaneously on customer loyalty at Padang Dua Restaurant, Kupang City. The population in this study were customers of Padang Dua Restaurant, Kupang City. The sample used in this study was 100 respondets who were customers of padang Dua Restaurant in Kupang City by using a non-probability sampling technique, namely the Restaurant Padang Dua City Kupang. The data analysis technique used in this research is descriptive qualitive analysis. Based on the results of data analysis can be seen the results of the t test using SPSS IBM V.24 Shows That Personality variable (X1) on Customer Loyalty (Y). With t arithmetic value of 3.264 while t table is known at alpha 0.05 of 1.660, then the result is t arithmetic > t table (3,264 >1,660). Therefore, the decision to accept (H1) means that there is a significant partial effect of the personality variable on customer loyalty at Padang Dua Restaurant, Kupang City. For variable reputation (X2) to Cutomers Loyalty (Y). Based on the result of the SPSS IBM V.24 output, it is known at 0,05 alpha of 1,660, so the result is t-count > t table (7,445>1,660). Therefore the decision ton accept (H2). Which means that there is a significant partial influence of the reputation variable on Customer Loyalty at Padang two restaurants in Kupang. It is Recommended that the Padang Dua Kupang restaurant maintain Customer Loyalty and remain part of the Padang Dua Kupang restaurant restaurant.