Hubungan Loyalitas Konsumen dengan Kualitas Layanan pada Surat Kabar di Kota Banda Aceh
DOI:
https://doi.org/10.35870/jemensri.v7i1.1147Keywords:
Loyalitas Konsumen, Kualitas Layanan, Surat Kabar, Media Massa, Banda AcehAbstract
-Penelitian menganalisis hubungan antara loyalitas konsumen dan kualitas layanan surat kabar di Kota Banda Aceh. Pengumpulan data dilaksanakan melalui survei terhadap 200 pelanggan tetap dari lima surat kabar lokal utama. Analisis korelasi Pearson menunjukkan hubungan positif yang kuat antara kualitas layanan dan loyalitas konsumen (r = 0.724, p < 0.01). Hasil penelitian membuktikan bahwa ketepatan waktu pengiriman, akurasi berita, dan kualitas cetakan menjadi faktor utama pembentuk loyalitas. Analisis regresi mengungkap pengaruh signifikan dari layanan pelanggan (β = 0.412) dan kemudahan akses berita digital (β = 0.385) terhadap tingkat loyalitas. Temuan penelitian mengarah pada pentingnya pengembangan sistem distribusi terintegrasi dan peningkatan kualitas konten multimedia untuk mempertahankan pelanggan di era digital
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