PENGARUH HARGA, KUALITAS PRODUK DAN SALURAN DISTRIBUSI TERHADAP LOYALITAS PELANGGAN SURAT KABAR HARIAN SUARA MERDEKA (STUDI KASUS PADA PELANGGAN DI KECAMATAN SEMARANG SELATAN)

Abstract

This research is motivated by the level of competition in the business field in Indonesia that is
getting strict in this globalization era. One product that has been competed by the manufacturer in
this era is the daily newspapers. Suara Merdeka daily newspaper has the largest market share in the
city, where 45% of the whole production is marketed in the city of Semarang. But sales figures Suara
Merdeka daily newspapers has decreased in the period 2012 to 2014. Increasing competition and the
emergence of new competitors is one of the causes of the decline in sales
This research aims is detect the influence of price, product quality, distribution channel for
Suara Merdeka daily newspapers customer loyalty. This type of research is explanatory research,
with data collection through questionnaires, the study of literature and interviews. The sampling
technique used purposive sampling technique. The sample in this study amounted to 87 respondents
who are customers daily newspaper Suara Merdeka in the District of South Semarang. This study
used the analytical techniques of qualitative and quantitative analysis. Quantitative analysis using the
validity, reliability, cross tabulation, correlation coefficient, simple and multiple regression analysis,
the coefficient of determination, significance test (t test and F).
The results of this research approved that price (X1), product quality (X2) and distribution
channel (X3) simultaneously can influenced customer loyalty(Y). Of the three variables were analyzed
simultaneously, variable coefficient distribution channels greatest influence on customer loyalty a
daily newspaper Suara Merdeka, that is equal to 0.338, while the variable quality of the product
amounted to 0.276 and the variable price of 0,040. While the coefficient of determination (R2) of
variable pricing, quality of products and distribution channels to customer loyalty is 53.6%. This
means that 53.6% variable customer loyalty can be explained by three variables, while the remaining
46.4% is explained by other variables.
Based on the results of the study, the researchers suggested that companies pay more
attention certainty in the delivery of the newspapers every day, on time delivery of the newspapers
every day and notice information when there is a delay in delivery of the newspaper so that it can
increase customer loyalty Suara Merdeka daily newspaper.