Customer Loyalty Enhancement Strategy through Brand Trust, Marketing Communication Strategy, and Marketing Communication Strategy Diversity
DOI:
https://doi.org/10.47663/ibec.v2i1.105Keywords:
Brand Trust, Marketing Communication, Product DiversityAbstract
This study aims to determine the effect of Brand Trust on Customer Loyalty at PT. Jaya
Abadi Chandra Kartika Medan, determine the effect of Marketing Communication
Strategies on Customer Loyalty at PT. Jaya Abadi Chandra Kartika Medan, determine
the effect of Product Diversity on Customer Loyalty at PT. Jaya Abadi Chandra Kartika
Medan, determine the effect of Brand Trust, Marketing Communication Strategies and
Product Diversity on Customer Loyalty at PT. Jaya Abadi Chandra Kartika Medan. The
population in this study are customers of PT. Jaya Abadi Chandra Kartika Medan totaling
137 respondents. The technique of determining the number of samples used in this study
is Slovin formula and totaling 102 respondents. The results of the research analysis show
that Brand Trust, Marketing Communication Strategies and Product Diversity partially
have a positive and significant effect on Customer Loyalty at PT. Jaya Abadi Chandra
Kartika Medan. The results showed that Brand Trust, Marketing Communication
Strategies and Product Diversity simultaneously have a positive and significant effect on
Customer Loyalty at PT. Jaya Abadi Chandra Kartika Medan. The results of this study
are supported by the value of R square (R2) which means Brand Trust, Marketing
Communication Strategies and Product Diversity have an effect on Customer Loyalty at
PT. Jaya Abadi Chandra Kartika Medan. While the remaining is effected by other factors
originating from outside this research model such as brand image, promotion, and
location.
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