The Influence of Marketing Communications on Customer Loyalty At PT. Citra Van Titipan Kilat (TIKI) Cabang Sumedang

Abstract

Marketing communication can be an effective form of communication channel to handle consumer complaints effectively and efficiently. By paying attention to the importance of marketing communication, companies can design more effective communication strategies to achieve their marketing goals, and can build strong customer loyalty. In this study, the method used is the quantitative method. According to Priyono (Sahir, 2021:13) "Quantitative research methods are scientific thinking in which there is a process of forming ideas and ideas are strictly enforced using nomometric principles and  using  deductive  patterns".  Marketing  Communication (X)  has  a  positive  and significant influence on Customer Loyalty (Y) at PT. Citra Van Titipan Kilat (TIKI) Sumedang Branch  with  a  total  influence of  48.9% while  is  the  influence of  other variables that were not studied in this study. Then, based on the t-test, t is calculated as 9.679 and degrees of freedom (n-k-1) or 100-1-1= 98 is obtained from t table 1.984, so t is calculated > t table (9.679 >1.984). This means that H0 is rejected and H1 is accepted, so there is a positive and significant influence