PENGARUH KUALITAS PELAYANAN, PROMOSI DAN HARGA TERHADAP LOYALITAS PELANGGAN PT BLUE BIRD TBK

Lady Fortuna Al-jannah, . (2025) PENGARUH KUALITAS PELAYANAN, PROMOSI DAN HARGA TERHADAP LOYALITAS PELANGGAN PT BLUE BIRD TBK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the influence of service quality, promotion, and price on customer loyalty of PT Blue Bird Tbk amidst increasing competition in the transportation industry driven by digitalization and emerging low-cost competitors. Issues circulating on social media regarding service quality and driver behavior have also affected customer perceptions and raised concerns about the sustainability of customer loyalty. This research employs a quantitative approach using 100 respondents who have used Blue Bird services at least three times within the past six months. Data were collected through a structured questionnaire measured using a Likert scale and analyzed using multiple linear regression with SPSS 29. The results show that service quality, promotion, and price each have a positive and significant effect on customer loyalty. These findings suggest that maintaining service consistency, strengthening promotional strategies, and offering competitive pricing are essential for Blue Bird to retain loyal customers and remain competitive in today’s increasingly dynamic transportation market.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111203] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Dea Delia Lestari] [Ketua Penguji: Pusporini]
Uncontrolled Keywords:	Blue Bird, customer loyalty, promotion, price, service quality
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	LADY FORTUNA AL-JANNAH
Date Deposited:	17 Mar 2026 01:49
Last Modified:	17 Mar 2026 01:49
URI:	http://repository.upnvj.ac.id/id/eprint/41930

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