PENGARUH KOMUNIKASI INTERPERSONAL TERHADAP LOYALITAS PELANGGAN DI FRESTIVE OTISTA SUPERMARKET

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi interpersonal staf pelayanan terhadap loyalitas pelanggan di Frestive Otista Supermarket. Penelitian kuantitatif eksplanatif ini menggunakan metode survei cross-sectional. Sampel sebanyak 96 responden ditentukan menggunakan teknik accidental sampling berdasarkan rumus Lemeshow. Pengumpulan data dilakukan melalui kuesioner berskala Likert 5 poin yang telah diuji validitas dan reliabilitasnya. Data dianalisis menggunakan program SPSS versi 25.00 meliputi analisis deskriptif, uji asumsi klasik (normalitas dan linearitas), regresi linier sederhana, korelasi Pearson, dan koefisien determinasi (R2). Hasil penelitian menghasilkan persamaan regresi Y = 0,828 + 0,789X. Nilai korelasi Pearson sebesar r = 0,911 menunjukkan hubungan yang sangat kuat dan positif antara kedua variabel. Nilai koefisien determinasi (R2) sebesar 0,830 mengindikasikan bahwa 83,0% variansi loyalitas pelanggan dijelaskan oleh variabel komunikasi interpersonal, sedangkan 17,0% sisanya dipengaruhi oleh faktor lain di luar model. Pengujian hipotesis menghasilkan nilai t-hitung (21,462) > t-tabel (1,985) dengan tingkat signifikansi 0,000 < 0,05, sehingga H0 ditolak dan Ha diterima. Simpulan penelitian menegaskan bahwa komunikasi interpersonal berpengaruh secara positif dan signifikan terhadap loyalitas pelanggan di Frestive Otista Supermarket.

This study aims to analyze the effect of service staff interpersonal communication on customer loyalty at Frestive Otista Supermarket. This explanatory quantitative research uses a cross-sectional survey method. A sample of 96 respondents was determined using the accidental sampling technique based on the Lemeshow formula. Data were collected through a 5-point Likert scale questionnaire that had been tested for validity and reliability. Data were analyzed using SPSS version 25.00, including descriptive analysis, classical assumption tests (normality and linearity), simple linear regression, Pearson correlation, and coefficient of determination (R2). The results yielded a regression equation of Y = 0.828 + 0.789X. The Pearson correlation value of r = 0.911 indicates a very strong and positive relationship between the two variables. The coefficient of determination (R2) of 0.830 indicates that 83.0% of customer loyalty variance is explained by interpersonal communication, while the remaining 17.0% is influenced by other factors outside the model. Hypothesis testing resulted in t-calculated (21.462) > t-table (1.985) with a significance level of 0.000 < 0.05, rejecting H0 and accepting Ha. In conclusion, interpersonal communication has a positive and significant effect on customer loyalty at Frestive Otista Supermarket.