Pengaruh Inovasi Produk, Customer Relationship dan Digital Marketing Terhadap Loyalitas Pelanggan Perspektif Ekonomi Islam Pada Usaha Mikro Aisy Felt Craft

Abstract

This study aims to determine the effect of product innovation, customer relationship and digital marketing on customer loyalty from an Islamic economic perspective on Aisy Felt Craft Sukoharjo Micro Enterprises. The type of research used is quantitative research. The sample selected in this study were 65 samples of Aisy Felt Craft's customers. The data collection method used in this study was a questionnaire. The data analysis technique used is multiple linear regression. The results of this study indicate that (1) the product innovation variable partially on customer loyalty is tested through the t test which shows the sig value on the t test of 0.273 > 0.05 which means that product innovation partially has no significant effect on customer loyalty; (2) the customer relationship variable partially on customer loyalty is tested through the t test which shows the sig value on the t test of 0.051 > 0.05 which means that the customer relationship partially does not significantly affect customer loyalty; (3) the digital marketing variable partially on customer loyalty is tested through the t test which shows the sig value on the t test of 0.000 < 0.05 which means that digital marketing partially has a significant effect on customer loyalty; (4) the variables of product innovation, customer relationship and digital marketing simultaneously on customer loyalty are tested through the F test which shows the sig value in the F test of 0.000 < 0.05 which means that product innovation, customer relationship and digital marketing simultaneously have a significant effect on customer loyalty.