Dampak Kelengkapan Produk dan Pengalaman Konsumen terhadap Tingkat Loyalitas Pelanggan pada Toko Sembako Nawal di Kecamatan Siabu

Nur Hamidah; Sri Rezeki

doi:10.37817/ikraith-humaniora.v9i3.6213

Nur Hamidah Universitas Negeri Medan
Sri Rezeki Universitas Negeri Medan

DOI: https://doi.org/10.37817/ikraith-humaniora.v9i3.6213

Keywords: Product Completeness, Customer Experience, Customer Loyalty

Abstract

This study aims to analyze the influence of product completeness and customer experience on customer
loyalty at the Nawal Grocery Store in Siabu District. This study used a quantitative method with a descriptive
approach. The research sample consisted of 130 respondents determined using the Slovin formula. Data were
obtained through a questionnaire and analyzed using multiple linear regression. The results showed that product
completeness and customer experience had a positive and significant effect, both partially and simultaneously, on
customer loyalty. This means that the more complete the product and the better the shopping experience, the
higher the customer loyalty. It is recommended that stores increase product variety and service quality to
strengthen customer loyalty.
Keywords: Product Completeness, Customer Experience, Customer Loyalty