PENGARUH PROGRAM LOYALTY DAN PROMOSI TERHADAP PANGSA PASAR BANK PERKREDITAN RAKYAT NUSANTARA BONA PASOGIT 7 PEMATANG RAYA

Abstract

This research discusses the influence of loyalty programs and promotions on the market share of BPR NBP 7 Pematang Raya. The data was obtained through a survey using questionnaires distributed to 99 customers of BPR NBP 7 Pematang Raya. The sampling technique used was random sampling, and the data analysis method employed was multiple linear regression using SPSS 26 software. The research method applied in this study is quantitative. Based on the analysis using SPSS 26, the obtained regression equation is: Y = 1.272 + 0.228X1 + 0.887X2. There is a significant influence of the loyalty program on market share, as seen from the t-value (2.257) which is greater than the t-table value (1.984). There is also a significant influence of promotion on market share, with a t-value (7.892) greater than the t-table value (1.984). The coefficient of determination (R Square) is 0.775, indicating that 77.5% of the variation in market share can be explained by the loyalty program and promotion, while the remaining 22.5% is explained by other variables not examined in this study, such as customer satisfaction and trust