Pengaruh Nilai Pelanggan dan Loyalitas Pelanggan Terhadap Keberlanjutan Usaha pada UMKM House of Kitty Tomohon
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Usaha yang berkelanjutan lebih mampu beradaptasi dengan perubahan pasar dan lingkungan global. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh nilai pelanggan dan loyalitas pelanggan terhadap keberlanjutan usaha. Jenis penelitian ini adalah penelitian kuantitatif dengan metode regresi berganda. Sampel yang digunakan adalah 100 responden. Metode pengambilan sampel adalah probability sampling dengan teknik pengambilan sampel menggunakan rumus Lemeshow. Hasil analisa data: Variabel nilai pelanggan (X1) menunjukkan t-hitung 12.516 > t-tabel 1,99 dengan nilai signifikan sebesar 0,000 atau dibawah 5% (0,05), artinya bahwa nilai pelanggan berpengaruh terhadap keberlanjutan usaha di House of Kitty Tomohon. Variabel loyalitas pelanggan (X2) menunjukkan t-hitung 4.687 > t-tabel 1,99 dengan nilai signifikan sebesar 0,000 atau dibawah 5% (0,05), artinya bahwa loyalitas pelanggan berpengaruh terhadap keberlanjutan usaha. Kesimpulan dari hasil penelitian ini adalah UMKM yang berhasil dengan meningkatkan nilai dan loyalitas pelanggan akan lebih mampu bertahan di pasar yang kompetitif, sekaligus menciptakan pertumbuhan yang berkelanjutan.
The Influence of Customer Value and Customer Loyalty on Business Sustainability at UMKM House of Kitty Tomohon
Abstract
Sustainable businesses are better able to adapt to changes in the global market and environment. The aim of this research is to determine the influence of customer value and customer loyalty on business sustainability. This type of research is quantitative research with multiple regression methods. The sample used was 100 respondents. The sampling method is probability sampling with a sampling technique using the Lemeshow formula. Results of data analysis: The customer value variable (X1) shows t-count 12,516 > t-table 1.99 with a significant value of 0.000 or below 5% (0.05), meaning that customer value influences business sustainability at House of Kitty Tomohon . The customer loyalty variable (X2) shows a t-count of 4,687 > t-table 1.99 with a significant value of 0.000 or below 5% (0.05), meaning that customer loyalty has an effect on business sustainability. The conclusion from the results of this research is that UMKM that succeed by increasing customer value and loyalty will be better able to survive in a competitive market, while creating sustainable growth.
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