Pengaruh Inovasi Produk dan Promosi Penjualan Terhadap Loyalitas Pelanggan Smartphone Xiaomi di Kota Palembang

., Rendy (2024) Pengaruh Inovasi Produk dan Promosi Penjualan Terhadap Loyalitas Pelanggan Smartphone Xiaomi di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to determine the influence of product innovation and sales promotions on Xiaomi Smartphone customer loyalty in Palembang City. The variables used in this research are product innovation, sales promotion and customer loyalty for Xiaomi Smartphones in Palembang City. The data used is primary. The population in this research is all the people of Palembang City who use Xiaomi Smartphones. The sampling technique used was a purposive sampling method and 100 respondents were obtained who used Xiaomi Smartphones. Hypothesis testing was carried out using multiple linear regression analysis. The results obtained show that product innovation has a positive and significant effect on xiaomi Smartphone customer loyalty, and sales promotion has a positive and significant effect on Xiaomi Smartphone customer loyalty

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