Hubungan Promosi Penjualan Amora Yoga Studio terhadap Loyalitas Pelanggan

Abstract

Abstract. Along with the development of a more rapid lifestyle, especially in big cities like Bandung, sports activities have become a separate lifestyle. One of the phenomena that can be seen from the number of yoga spots that appear and offer its products. One of the many yoga places Amora Yoga Studio, in Bandung itself Amora is not a single player in the business of yoga sports providers. Many emerging other yoga studios are trying to follow a similar concept with Amora. With so many places of yoga emerging, it makes business competition among yoga venues getting bigger, so promotion has become an important tool for marketers. Based on the phenomenon, then the problems in this study are formulated as follows: (1) Is there a relationship between the provision of free trial with customer loyalty? (2) Is there a relationship between price reduction and customer loyalty? (3) Is there a relationship between the provision of coupons and customer loyalty? (4) Is there a relationship between gift giving and customer loyalty ?. Researchers use correlational analysis technique method by using quantitative approach. The population chosen in this study was followers instagram Amora Yoga Studio, totaling 1,054 followers. With sampling technique that is Random Sampling Technique, the research sample counted 100 followers. Data collection techniques used in this study are questionnaires, interviews, observation, and literature study. The data analysis techniques used in this research are technical descriptive analysis and inferential analysis techniques. The results of this study are: (1) there is a positive relationship between the provision of free trial to customer loyalty in Amora Yoga Studio Bandung, including the category strong / high. (2) there is a positive correlation between price reduction on customer loyalty in Amora Yoga Studio Bandung which is in the medium category. (3) there is a positive relationship between the provision of coupon to customer loyalty in Amora Yoga Studio Bandung which is in the category of strong / high. (4) there is a positive relationship between gift giving to customer loyalty in Amora Yoga Studio Bandung which is in the category of strong / high.

Keywords: Sales Promotion, Customer Loyalty, Amora

 

Abstrak. Seiring dengan berkembangnya gaya hidup semakin pesat khususnya di kota-kota besar seperti Bandung, kegiatan berolahraga sudah menjadi sebuah gaya hidup tersendiri. Salah satu fenomena yang dapat terlihat dari banyaknya tempat yoga yang bermunculan dan menawarkan produknya. Satu di antaranya banyaknya tempat yoga yaitu Amora Yoga Studio, di Bandung sendiri Amora bukan pemain tunggal dalam bisnis penyedia jasa olahraga yoga. Banyak bermunculan studio-studio yoga lain yang berusaha mengikuti konsep serupa dengan Amora. Dengan banyaknya tempat yoga yang bermunculan maka membuat persaingan bisnis diantara tempat yoga sejenis semakin besar, sehingga promosi telah menjadi alat penting bagi pemasar. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Apakah terdapat hubungan antara pemberian free trial dengan loyalitas pelanggan? (2) Apakah terdapat hubungan antara price reduction dengan loyalitas pelanggan? (3) Apakah terdapat hubungan antara pemberian kupon dengan loyalitas pelanggan? (4) Apakah terdapat hubungan antara pemberian hadiah dengan loyalitas pelanggan?. Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah followers instagram Amora Yoga Studio yang berjumlah 1.054 followers. Dengan teknik pengambilan sampel yaitu Teknik Random Sampling diperoleh jumlah sampel penelitian sebanyak 100 followers. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, observasi, dan studi pustaka. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah teknis analisis deskriptif dan teknik analisis inferensial. Hasil dari penelitian ini adalah: (1) terdapat hubungan positif antara pemberian free trial terhadap loyalitas pelanggan di Amora Yoga Studio Bandung yang termasuk kategori kuat / tinggi. (2) terdapat hubungan positif antara pemberian price reduction terhadap loyalitas pelanggan di Amora Yoga Studio Bandung yang termasuk kategori sedang. (3) terdapat hubungan positif antara pemberian kupon terhadap loyalitas pelanggan di Amora Yoga Studio Bandung yang termasuk kategori kuat / tinggi. (4) terdapat hubungan positif antara pemberian hadiah terhadap loyalitas pelanggan di Amora Yoga Studio Bandung yang termasuk kategori kuat / tinggi.

Kata kunci: Promosi Penjualan, Loyalitas Pelanggan, Amora