Pengaruh Ketanggapan (Responsiveness) Terhadap Loyalitas Pelanggan pada Toko Pesona (Studi Kasus Masyarakat Bengkalis)

This study aims to analyze how the responsiveness of employees at Toko Pesona, to analyze how customer loyalty at Toko Pesona, and to analyze how responsiveness affects customer loyalty at Toko Pesona (case study of Bengkalis community). The type of research used is quantitative research. This research is associative research. The population in this study were all customers of Toko Pesona with a sample of 100 customers. This research sampling technique uses non-probability sampling techniques with a snowball sampling approach. The data collection method used is a questionnaire and is analyzed using validity test, reliability test, classical assumption test, simple correlation test, simple linear regression test and T test with the help of SPSS 20 application. Based on the results of respondents' responses regarding the responsiveness variable, there are ten statement items with an average of 4.14 which are classified in the high category. While the results of respondents' responses regarding customer loyalty were six statement items with an average of 4.19 which were classified in the high category. From the results of the analysis that has been carried out, the results of the study prove that responsiveness has a significant effect on customer loyalty at Toko Pesona with the regression equation Y = 4.307 + 0.504X. The results of the determination test show that the contribution of the independent variables to the dependent variable is 57.5%, while the remaining 42.5% is determined by other variables not included in this study.