The Effect of Marketing Relationships, Customer Experience and Service Quality on Customer Loyalty (A Study at PT Digital Open House)

Abstract

This study was conducted to determine the effect of marketing relationships, customer experience and service quality on customer loyalty that occurs at PT Digital Open House. PT Digital Open House, which is a company engaged in the service sector, namely Meeting, Incentive, Conference and Exhibition known as MICE, has a fairly large market, so in this study it provides limitations related to the sample used with the criteria of at least 2 times using services from PT Digital Open House. The sample used in this study was 110 (one hundred and ten) respondents and the sampling used non-probability sampling, namely the purposive sampling method. The data were analyzed through classical assumption tests including normality, multicollinearity, and heteroscedasticity tests, as well as hypothesis tests using t-test and f-test. The test results indicate that the regression model meets the classical assumptions and is suitable for use. Partially, Marketing Relationships (X1) and Customer Experience (X2) have no significant effect on Customer Loyalty (Y), while Service Quality (X3) has a significant effect on Customer Loyalty (Y). Simultaneously, the three independent variables have a Very Strong effect on Customer Loyalty (Y). The coefficient of determination (R²) value of 0.726 indicates that Marketing Relationships, Customer Experience, and Service Quality are able to explain 72.6% of the variation in Customer Loyalty, while the rest is influenced by other factors outside the study. The results of this study confirm that Service Quality is the most dominant variable in increasing Customer Loyalty (Y).