Efforts in Increasing the Customer Loyalty

Abstract

This study aims to examine the effect of marketing public relations, service quality, and brand awareness on customer loyalty of PT Pos Indonesia. The population is the consumers of PT Pos Indonesia. The 100 samples are selected using the convenience random sampling method. Data were collected by questionnaires distributed directly to consumers. The obtained data are analyzed by multiple regression analysis. The results are follows. First, marketing public relations has a positive and significant effect on customer loyalty. Second, Service quality has a positive and significant effect on customer loyalty. Third, brand awareness has a positive and significant effect on customer loyalty. Marketing public relations, service quality and brand awareness simultaneously also have positif and significant effect on customer loyalty.

Keywords: Marketing Public Relations, Service Quality, Brand Awareness, Customer Loyalty

DOI: 10.7176/JMCR/84-02

Publication date: January 31^st 2022