PENGARUH PRODUCT LINE EXTENSION DAN SOCIAL MEDIA MARKETING MELALUI TWITTER SECARA SIMULTAN TERHADAP LOYALITAS

Abstract

Marketing could not be separated from trend changing. This changes need to be done for attracting consumer with positive respone. Two points that need to be changed by time are product and promotion. Hence, there is product line extension and social media marketing as stimuli to get a positive respone and create sustain business. This research is purposely to know the impact of both product and promotion and to know which is more dominant. Using multi-linier regression, the result showed that the data is at constant value (a) 23,66 and the value of the regression coefficient of Y at 0.468 for product line extension. Meanwhile, social media marketing could not get in the equation as it significancy value is 0,067 which higher that 0,05. With the results, the researcher can conclude that each additional point of product line extension effect on the customer loyalty will increase by 0,468 and if there is no additional points on the service quality variable, then the consumer loyalty variable will be fixed (constant) at 23,66. And in this study, researcher found there is an effect of product line extension and social media marketing on customer loyalty at 29,6%, while 70,4% are more influenced by the other factors contribution that had not examined by researcher.