PENGARUH PROMOSI TERHADAP LOYALITAS KONSUMEN PADA PT. ALAM TERANG MANDIRI CABANG PEMATANGSIANTAR

Formula of internal issue of research is how promotion influenced to loyalitas consumer at PT. Alam
Terang Mandiri branch the Pematangsiantar. Sampel used in this research is 107 responden. Data type used in
this research [is] data qualitative and quantitative. Data source used in this research [is] data of primary and data
secunder. To measured loyality consumers (X) and promotions (Y). Analysed with the descriptive analysis
qualitative and quantitative descriptive by regresi, correlation, coefficient determinasi, and test
Result of analysis show the positive influence of variable X to variable Y with the equation regresi Y =
0.15+1,00X. The corelation strength of variable is strength, shown by value r = 0.62. From calculation of
coefficient determinasi above indicated that high lower the explainable nya loyalitas consumer by promotion
activity of equal to 38,30%, while the rest 61,70% explained by other, dissimilar factor which is not discussed in
elite of like product quality, service activities and consumer satisfaction. Conclusions that promotions have an
effect on positive to loyalitas consumer at PT. Alam Terang Mandiri branch the Pematangsiantar. This Matter is
proved mathematically through hypothesis test, where result test the t(hit) = 8.07 > t (tab) =1.98. In promotion
activity expected [by] a company have to be more improve the program [of] sales promotion utilize to push the
product purchasing so that create the loyalitas consumer
Keywords: Promotion and Loyality Consumers.